Monday, July 21, 2025
The Korean tourism industry is ripe for expansion on the back of burgeoning international arrivals. But despite a strong recovery and growing interest in off-the-beaten-track attractions the industry faces big obstacles, including policy disarray and infrastructure shortfalls, before it can evolve into a tourism superpower. Under strategic development and better coordination, Korea can bring itself up to par with those that are the best destinations in the world for travel.
Korea’s tourism industry is witnessing a noticeable uptick, with international travelers not just visiting famous landmarks but also exploring less-visited spots, such as traditional markets, tucked-away alleys, and local neighborhoods. In 2024, the country welcomed about 16.4 million visitors, approaching the pre-pandemic record of 17.5 million in 2019. With this recovery, projections suggest that Korea’s tourism sector will hit 20 million visitors in 2025, marking a new chapter of growth for the industry.
Despite this positive momentum, Korea’s tourism sector is still underdeveloped compared to global leaders, both in size and its contribution to the national economy. On a global scale, tourism represented about 10 percent of the global GDP in 2024, but in Korea, the sector’s contribution remains under 3 percent of the national GDP. Other countries like Japan and Spain have made tourism a central component of their economies. Japan, for instance, earned around 8.1 trillion yen (approximately \$54.5 billion) in tourism revenue in the last year, making it the second-largest source of foreign income after automobiles. Similarly, Spain’s tourism industry accounts for 15.6 percent of its GDP, underscoring the gap between Korea’s tourism potential and its current output.
The tourism potential in Korea has long been recognized by various administrations, each of which has promised to elevate tourism as a key driver of economic growth. Despite this, the sector has struggled to generate the kind of economic impact that would position Korea as a global tourism hub. The country is rich in cultural and natural attractions, yet the tourism sector has not been able to contribute significantly to the broader economy. Korea ranked 14th in the 2024 Travel and Tourism Development Index from the World Economic Forum, signaling that the country has great tourism potential. However, it ranked 61st in the “tourism policy and enabling conditions” category, indicating major gaps in policy and coordination that hinder the sector’s development.
The recent election brought in a new government, with a promise to improve policy coherence and address these challenges head-on. The administration has adopted a pragmatic approach to managing various sectors, including tourism. While other countries have pursued protectionist policies, Korea’s resilience in the stock market highlights its ability to adapt. This pragmatic approach, reflected in slogans focused on practical welfare and quality of life, is essential for driving tourism forward, as it requires strategic thinking and long-term policy alignment.
Korea has much to offer as a tourism destination, from its rich history and culture to its stunning natural landscapes. Famous landmarks like the Gyeongbokgung Palace and Bukchon Hanok Village are just the beginning. The beauty of Jeju Island and the appeal of bustling cities like Seoul attract millions every year. Yet, to truly tap into the vast potential of its tourism industry, Korea needs a more structured and coordinated approach. The tourism strategy should involve both large-scale projects to boost major attractions and smaller initiatives that focus on lesser-explored regions, which are gaining popularity with modern travelers who seek unique and authentic experiences.
By improving infrastructure, marketing efforts, and developing less-known regions, Korea can diversify its tourism offering, helping to spread the economic benefits more evenly across the country. These regions, often overlooked by international tourists, are now becoming prime spots for authentic cultural experiences, and their promotion could significantly drive the tourism sector’s growth.
Sustainable tourism should also be at the heart of Korea’s tourism development plan. Responsible tourism, which balances economic growth with cultural preservation and environmental protection, will not only contribute to the country’s long-term growth but will also make Korea more appealing to eco-conscious travelers. This aligns with the global trend of travelers seeking destinations that prioritize sustainability.
Improved tourism policies are essential to unlock Korea’s full tourism potential. While efforts have been made to attract international tourists, there is still much work to be done in streamlining tourism-related policies and improving coordination between government entities, tourism organizations, and local businesses. With better policy alignment and improved collaboration, Korea could foster a more dynamic tourism environment.
Another crucial area that needs attention is the country’s infrastructure. As international tourism continues to rebound, Korea must enhance its infrastructure to meet the demands of growing tourist numbers while maintaining high service standards. This includes improving public transportation, expanding airports, and upgrading accommodations to provide better service to tourists.
The road ahead for Korea’s tourism sector is promising but requires focused attention to make it a major global player. By improving policy coordination, investing in infrastructure, and promoting sustainable tourism, Korea can turn its tourism industry into a key economic pillar, driving growth and contributing to the national economy.
If Korea addresses these challenges and continues on its current trajectory, it has the potential to become a leading global tourism destination, matching the success of countries like Japan and Spain. With continued commitment to development, Korea can create an even stronger tourism economy, benefiting businesses, local communities, and its global standing.
Key Approaches for the Future of Korea’s Tourism
To capitalize on its tourism potential, Korea needs to adopt a series of strategic measures:
Focus on Regional Tourism Development: Promoting less-visited areas can help distribute the economic benefits of tourism more evenly across the country.
Policy Integration and Streamlining: Improved coordination between governmental bodies and private enterprises can lead to more effective tourism strategies.
Commitment to Sustainable Practices: Prioritizing eco-friendly and responsible tourism will appeal to environmentally conscious travelers and ensure sustainable long-term growth.
Infrastructure Investment: Upgrading transportation and hospitality infrastructure will ensure that Korea can handle the growing demand for tourism services.
Preserving Cultural Heritage: Developing tourism that respects Korea’s unique cultural heritage will enhance the authenticity and appeal of the nation as a travel destination.
To conclude, Korea’s tourism labor sector is on the fast track of growth and as such, needs a more concentrated management to bring to fruition. With structured and coordinated approach, greater sustainable focus, and the spread of the benefits and costs of tourism, Korea can advance its tourism into a major world industry.
