South Korea Destination Partner 2025

This year, at the heart of the Tourism Innovation Summit 2025, we are honored to welcome South Korea as our featured guest country. Prepare to embark on an inspiring journey through one of the world’s most innovative and culturally rich destinations.

South Korea, a nation where ancient traditions harmoniously blend with futuristic vision, has become a global leader in tourism innovation. From smart city tourism and sustainable practices to the integration of AI and immersive technologies, it is redefining the travel experience. With its dynamic creativity, technological prowess, and deep cultural heritage, South Korea stands as a beacon for the future of global tourism.

Furthermore, South Korea is about to become the most visited int’l tourist destination through inbound tourism growth, having 20 million inbound tourists by 2024, and expecting 30 million inbound tourists by 2027.

South Korea’s tourism industry experienced a landmark year in 2024, with foreign visitors contributing a record-breaking 9.26 trillion won ($6.39 billion) to the local economy, an impressive 33.8% increase from the previous year. The number of international arrivals reached 94% of pre-pandemic levels and underscoring Korea’s swift and strategic recovery.

This growth is not just quantitative but also qualitative: shopping continues to lead visitor interest, representing 37.8% of total tourist spending. The iconic Myeong-dong district in Seoul, once subdued during the pandemic, is now thriving again with travelers seeking K-beauty, luxury fashion, and K-pop memorabilia. Accommodations accounted for 33.9% of spending, as visitors explored everything from Seoul’s sleek urban hotels to Busan’s coastal retreats and Jeju’s boutique stays. Culinary tourism also played a vital role, with 19.2% of spending going toward Korea’s renowned food scene, reflecting a growing global appetite for K-food.

Korea’s rapid rebound highlights not only the strength of its tourism sector but also its expanding global appeal. Yet, even as inbound tourism flourishes, South Koreans are traveling abroad in even greater numbers. In 2024, a remarkable 29 million Koreans traveled overseas. This trend positions South Korea as a vital player in both outbound and inbound tourism markets.

At TIS2025, South Korea invites you to explore this dynamic transformation, where innovation meets tradition, and where the future of tourism is being shaped today.