A key driver is the prominence of Chinese tourists, who lead the international visitor flow, drawn by the country’s cultural richness, the filming locations of its most popular series, and the practical incentive of visa exemptions. Government policies aim to reinforce these dynamics with measures such as the temporary visa waiver for Chinese tourist groups introduced on September 29.
Yet this tourism boom also brings challenges. The phenomenon of overtourism is increasingly evident in iconic sites such as Bukchon Hanok Village in Seoul and the idyllic island of Jeju. These areas, which combine architectural beauty, cultural heritage, and natural landscapes, are under strain from the massive influx of visitors, leading to complaints about noise, waste accumulation, disruption of artistic surroundings, and impacts on residents’ daily lives.
In response, South Korean authorities have launched an intelligent decongestion strategy. Beyond protecting natural parks and cultural sites, the plan promotes tourism to lesser-known destinations, redistributing visitor flows and encouraging travelers to discover hidden gems outside the traditional circuit.
The government’s objective is not only to attract tourists but also to offer a sustainable, rich, and authentic experience. Efforts are focused on diversifying tourism infrastructure, with improvements in transport, urban and rural cultural offerings, and the safeguarding of heritage identity. In addition, policies seek to balance economic benefits with local well-being, ensuring the preservation of heritage for future generations.
The most recent data reinforce this positive outlook. In July 2025, South Korea welcomed 1,733,199 tourists, a year-on-year increase of 23.1%, and remarkably, 119.7% above July 2019 levels. Between January and July, the total reached 10.56 million, equating to 106.8% of 2019 levels. These figures highlight not only the sustained recovery of inbound tourism but also Korea’s dynamism as an attractive, competitive, and sustainable destination.
The strength of South Korea’s tourism industry also lies in its millenary cultural heritage: from ancient palaces in Seoul and traditional hanok houses, to Buddhist temples, centuries-old fortresses, and an extraordinary variety of natural destinations such as Jeju Island, the Seoraksan mountain range, or the historic city of Gyeongju.
At the same time, contemporary culture —K-pop, K-dramas, and K-beauty— continues to act as a powerful magnet for international travelers. The Korean skincare industry (K-Beauty) has consolidated its status as a global benchmark, boosted by the visibility of celebrities and pop culture, while extending its influence through duty-free stores and shopping tourism.
This extraordinary boom, however, raises questions for the future: how can such growth be consolidated without compromising the destination’s authenticity and quality? In this sense, Korea’s challenge is not only to attract tourists, but also to manage responsible and balanced tourism that preserves cultural heritage, revitalizes less explored regions, and maintains satisfaction for both visitors and residents.
With integrative policies, cultural innovation, and balanced promotion, South Korea demonstrates that successful tourism is not measured solely by numbers, but by the ability to transform visitor flows into positive, memorable, and sustainable experiences.
