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San Francisco is expecting about 147,200 visitors from South Korea this year—a rise of 8.5% from last year’s 135,600. Visitor spending is projected to climb as well, from $253.3 million to $279.9 million. South Korea already ranks among San Francisco’s top 10 inbound and top 10 spending markets.
To build on those gains, the head of San Francisco Travel flew to Seoul. This morning (the 20th), San Francisco Travel hosted the “San Francisco Sales Mission 2026” in Seoul, where delegations from local tourism organizations and partner companies met with Korean travel industry professionals.
In her welcome remarks, Tourism Director Anna Marie Presutti highlighted the major draws bringing people to the city this year. After the Super Bowl in February, San Francisco will host world-class events like the FIFA World Cup in June and the Pokémon World Championships.
Presutti also pointed to a major cultural moment: “In October, SFMOMA will present an exhibition centered on RM’s personal collection. That’s a powerful sign of K-culture entering one of the world’s leading modern art institutions.”
Seoul and San Francisco celebrate the 50th anniversary of their sister-city relationship this year. Presutti called South Korea “one of San Francisco’s most resilient markets,” noting that Korean visitors’ appetite for luxury, culinary, and cultural experiences aligns perfectly with what the city offers.
The nonstop route between Incheon and San Francisco runs 33 times weekly, offering about 9,960 seats. Korean Air and Asiana operate daily; United flies twice weekly; and Air Premia serves the route five times a week. Flight time is roughly 10–11 hours.
World’s most beautiful airport, now offering autonomous rides into the city
Kevin Bumen, chief commercial officer at San Francisco International Airport (SFO), said the airport has evolved well beyond a simple transfer hub—and the awards prove it. With more direct Asian routes than any other U.S. airport, SFO won the Prix Versailles award for “Most Beautiful Airport in the World” in 2025. It’s been recognized for on-time performance, security efficiency, and sustainability, and Food & Wine named it the top airport dining destination in the U.S. Recently, the Grand Hyatt SFO was honored as North America’s best airport hotel at the Skytrax World Airport Awards.
The upgrades don’t stop at accolades. SFO now offers Waymo autonomous-vehicle rides from the airport into the city. The BART ride from the international terminal to downtown takes about 20–30 minutes, and the AirTrain links the entire airport every four minutes. The SFO Museum—the only accredited airport museum in the world—is located inside the international terminal.
Korean player at Oracle Park; Korean Heritage Night on May 8
Stephen Revetria, president of Giants Enterprise, emphasized that Oracle Park has grown into San Francisco’s premier entertainment destination, not just a baseball stadium. Since opening, the venue has welcomed more than 64 million visitors. Daily stadium tours run regardless of game schedules, and game-day tours let fans watch player warm-ups up close. VIP experiences include suites, lofts, and the Cloud Club.
One event Korean travelers will want to mark on their calendars is Korean Heritage Night on May 8. With a Korean player currently on the Giants roster, organizers expect strong interest from Korean fans.
RM’s collection (200+ pieces), works by Yun Yong-geun, Kim Yong-jin, Jang Woo-jin — SFMOMA in October
Sheila Shin, chief operating officer at SFMOMA, shared the museum’s exhibition lineup for the year. Founded in 1935, SFMOMA is one of the largest modern art museums in the U.S., with a collection exceeding 50,000 works.
From May through September, the museum presents Matisse: A Modern Scandal—the only place where visitors can see the original works that rocked the art world in 1905. In August, Jacob Hashimoto’s immersive installation Giant Arc will fill the museum’s first-floor public space with 75,000 handcrafted bamboo-and-paper kites.
The headline exhibition opening in October is RM×SFMOMA. It brings together more than 200 pieces from BTS member RM’s personal collection alongside works from SFMOMA, including pieces by Korean masters Yun Yong-geun, Kim Yong-jin, and Jang Woo-jin. The show will also include works never before shown in the U.S. and, for now, SFMOMA is the exclusive venue.
122-year-old hotel with a Nintendo flagship and Stephen Curry’s bourbon bar
Hotel partners also unveiled new offerings.
The Fairmont San Francisco, perched atop Nob Hill since 1907, has 606 rooms and will roll out special summer promotions. Hilton SF Union Square and Parc 55 together operate roughly 3,000 rooms; Parc 55’s Kin Khao holds San Francisco’s first Michelin one-star distinction for Thai cuisine. Since its 2022 rebranding, Hyatt Regency SF Downtown SOMA has renovated all 700 rooms and now features the largest fitness center among downtown hotels. The Palace Hotel’s Garden Court is the city’s only government-designated indoor landmark—guests can enjoy afternoon tea beneath a stained-glass ceiling made from more than 70,000 glass pieces.
The Westin St. Francis at Union Square, celebrating 122 years, is the only hotel that directly borders Union Square. It’s seen the most change over the past two years: Nintendo opened its second U.S. flagship store on the hotel’s ground floor, new luxury suites were completed on the 31st floor, and a 200-seat Weston Club lounge debuted. In October 2025, celebrity chef Michael Mina and NBA star Stephen Curry opened Urban Steak San Francisco; the restaurant generated 5 billion social media impressions within two weeks of opening.
51 Michelin stars, birthplace of the martini
The city’s culinary and cultural scene is thriving.
The Bay Area is home to 51 Michelin-starred restaurants—the second-most of any U.S. city. Radu Barbuceanu, director of international tourism development, called San Francisco “the culinary capital of the West.” A local restaurant specializing in Korean cuisine recently earned a Michelin one-star accolade.
True to its martini legacy, the city now offers a Martini Trail map for cocktail lovers. In Haight-Ashbury, the Countercultural Museum opened in 2025 to commemorate the 1960s hippie movement’s roots.
San Francisco recommends visiting in June and October. June brings a major solo exhibition by artist Park Dae-sung at the Asian Art Museum (through July 13), Pride events, and Frameline50. October features the RM×SFMOMA opening alongside Hardly Strictly Bluegrass and Fleet Week. Travelers entering on an ESTA can stay up to 90 days.
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