Last year, South Korea welcomed a record-breaking number of international visitors.
The Korea Tourism Organization reports that a staggering 18.94 million foreign tourists set foot in the country in 2025. This figure surpasses the pre-pandemic peak of 17.5 million in 2019. To put it in perspective, that’s one international visitor arriving every 1.68 seconds!
This tourism boom can be attributed to two key factors: a fresh wave of K-content capturing global attention and a shift towards experiential travel, with visitors eager to immerse themselves in Korean lifestyle.
Buoyed by this success, the government aims to welcome 20 million foreign tourists next year and is pushing to hit the 30 million mark by 2030 – ahead of schedule.
However, industry experts are raising red flags. They warn that Korea’s current tourism infrastructure is nowhere near ready to handle even 20 million visitors, let alone 30 million.
The most glaring issue? A severe shortage of accommodations. Even Seoul, the capital, is struggling to provide enough tourist-friendly hotels. A recent report by Shinhan Investment Corp. paints a stark picture: “By the end of 2025, Seoul will have about 42,500 rooms in 3-star and above hotels. But if we assume 15.46 million foreign visitors to Seoul in 2026 (similar to 2024 numbers), we’d need at least 21,278 additional rooms daily, even with double occupancy.”
If Seoul’s situation is this dire, imagine the challenges faced by other regions.
Another major concern is the concentration of tourists in just a few hotspots. Tourism data shows that over 80% of international visitors last year flocked to the Seoul metropolitan area and Jeju Island.
The visitor demographics are also heavily skewed, with 65% of foreign tourists hailing from just four countries: China, Japan, the United States, and Taiwan.
The list of hurdles doesn’t end there. Tourist traps with inflated prices, a lack of unique regional attractions, and inadequate payment and language support systems are just a few more obstacles. The million-dollar question is: where do we start tackling these issues?
Tourism experts believe last November’s 2025 APEC Summit in Gyeongju might hold the key. They see it as a blueprint for addressing the chronic “Seoul-centric” tourism problem and revitalizing local tourism infrastructure.
For the Gyeongju APEC Summit, the government went all out. They transformed 12 properties in the Bomun Tourist Complex into world-class accommodations, creating 35 presidential suites for dignitaries and over 230 exclusive rooms for global business leaders. They also trained 250 local guesthouse owners in hospitality best practices and conducted rigorous facility inspections to ensure five-star service quality.
The tech upgrades were equally impressive. Over 20,000 businesses in the Gyeongbuk region now boast standard QR payment systems and NFC-based easy payment options, allowing foreign visitors to go cashless. Plus, 124 popular eateries and cafes now feature menus in English, Chinese, and Japanese.
The results? The Korea Tourism Organization analyzed over 230,000 social media posts before and after the event, revealing a dramatic positive shift in perceptions of Gyeongju.
Industry insiders are calling for a similar approach nationwide. They suggest focusing on one region each year, developing unique local attractions, and building top-notch infrastructure and marketing campaigns.
As one travel industry veteran put it, “It’s time to ditch vague slogans like ‘Visit Korea Year’ and get serious about creating tailored, world-class tourism experiences in every corner of the country.”
Lee Hyung-koo, Lifestyle Editor
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