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[CBC News] A new survey shows more than seven in 10 international travelers name K-culture as a top reason for visiting South Korea.
On the 28th, Airbnb hosted a media briefing in Seongdong-gu, Seoul, to unveil findings from its \”K-Culture and Travel to Korea\” survey. The poll, conducted last month, included 4,500 travelers across nine countries, including the U.S., Malaysia and Singapore.
Seventy-five percent of respondents said K-culture was a key motivator for their trip, and 94% said K-culture influenced their interest in traveling to South Korea.
Visitors seeking K-culture experiences also spent notably more. On average, they spent about 640,000 KRW (approximately $480) extra per person compared with other travelers, highlighting K-culture’s strong economic impact.
These trips tended to favor longer stays and immersive local experiences. Eighty-eight percent planned or took trips of three nights or more, 91% said authentic local cultural experiences were important, and 92% wanted to explore Korean culture beyond K-pop — from food and history to nature.
Still, Seoul continues to dominate visitors’ itineraries. Seventy-four percent said a drama or film sparked their interest in visiting areas outside Seoul, yet 66% spent most of their time in the capital. When booking outside Seoul, 83% said having suitable accommodation available was the deciding factor.
Sharon Chan, Airbnb’s head of communications for Asia-Pacific, said K-culture is driving global travel demand and that expanding regional lodging infrastructure is key to spreading tourism beyond Seoul.
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▮ CBC News | Reporter Ha Young-su
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