Published on
September 27, 2025
In recent years, South Korea has witnessed an extraordinary boom in tourism, fueled by the global rise of K-pop, K-dramas, and Korean cinema. The country’s unique blend of modernity and tradition, along with its increasing cultural exports, has made it a top destination for millions of travelers. With over 16 million visitors in 2024 alone, the tourism industry is growing at an unprecedented rate, surpassing previous records. However, this surge in tourism is not without its challenges. As South Korea grapples with overcrowding, environmental strain, and community frustration in some of its most iconic locations, concerns over overtourism have begun to surface—mirroring the issues once faced by neighboring Japan. The question now is whether South Korea can navigate these growing pains without compromising the very charm and authenticity that has made it such a sought-after destination.
This London-based children’s book author and mother of two quickly developed a deep fascination with Korean pop music and TV shows, which soon expanded into an admiration for Korean culture as a whole. Her kitchen became stocked with traditional items, and she joined online fan communities. To further immerse herself, she began studying the language using a mobile app.
Two and a half years later, this passion led her to embark on a transformative journey to South Korea. She spent three weeks backpacking across the country, visiting filming locations from her favorite K-dramas, diving into the local culture, and absorbing the lively atmosphere that makes South Korea an increasingly popular destination.
However, this isn’t just a quirky personal tale—she represents a much larger trend. South Korea’s tourism industry has been experiencing an extraordinary boom. In 2024, the country saw over 16 million visitors, marking a 48.4 percent increase from the previous year—the largest growth in global tourism during that period.
One reason for this surge is the global popularity of K-dramas and K-pop. The success of shows like KPop Demon Hunters, now Netflix’s most-watched film, exemplifies how fandoms can directly influence travel patterns. Since the release of the movie in June, flight bookings to South Korea have surged, with fans eager to see firsthand the places they’ve only seen on screen. This cultural export has sparked a wave of curiosity, leading tourists to explore not just Seoul, but other parts of the country as well.
South Korea is currently basking in a global spotlight as a top travel destination, but this wasn’t always the case. Just two decades ago, in 2005, South Korea hosted a mere six million visitors. Back then, tourism was primarily driven by business trips from Japan, with a significant portion of visitors being Japanese businessmen and housewives. Each group came for different reasons, and the tourism landscape looked very different.
Fast forward to today, and South Korea has undergone a massive transformation. Visitors are now flocking to the country, not only to see the buzzing capital of Seoul but also to explore a variety of unique destinations. Gyeongju, once the capital of the Silla Kingdom, is a must-see for history buffs, offering rich cultural and historical sites. Busan, the second-largest city in South Korea, draws visitors with its stunning beaches and vibrant seafood markets. Jeonju is known for its culinary delights, and Jeju Island, with its lush volcanic landscapes, remains a favorite for nature lovers.
South Korea’s tourism offerings cater to a broad range of interests. For example, tourists can visit ancient tombs and temples in Gyeongju, explore traditional hanok houses in Jeonju, or enjoy the beach culture in Busan’s coastal markets. Adventurers might choose to hike Hallasan, an extinct volcano towering over Jeju Island, or take a stroll through the picturesque streets of Seoul, which blend modernity with traditional architecture. K-drama fans can stop for selfies at filming locations, while K-pop enthusiasts can visit the childhood haunts of their favorite idols.
One of the factors contributing to this tourism boom is South Korea’s reliable transportation infrastructure. The country is served by an extensive network of high-speed trains, buses, and subways, making travel across even its most remote regions convenient and affordable. Visitors can quickly reach diverse destinations from Seoul, whether they are traveling to the beaches of Busan or the ancient sites of Gyeongju.
However, with this surge in tourism comes a set of challenges. South Korea, like its neighbor Japan, has begun to experience the negative consequences of overtourism. In popular areas like Bukchon Hanok Village, which is home to hundreds of traditional houses perched on a hillside in Seoul, residents have voiced frustration with noisy, late-night crowds. As a result, the village has introduced a tourist ban between 5 pm and 10 am, and anyone caught engaging in tourist activities during these hours faces a fine. This marks a shift from the past, when South Korea was often overlooked by Western tourists, overshadowed by Japan’s well-established tourism industry, known for its safety, cleanliness, and organization.
Now, South Korea has captured the world’s imagination in a way that Japan once did. With its distinctive blend of traditional culture, modern conveniences, and global pop culture, the country has seduced thousands of travelers. Fans of K-pop, K-drama, and Korean food are no longer content to simply consume this culture from afar—they want to experience it in person. This whirlwind romance between the country and its global audience mirrors the way Japan once enchanted visitors with its cherry blossoms, kimono, and vibrant culture.
However, as is often the case with intense passions, the honeymoon period could come to a sudden end. As South Korea celebrates its newfound international fame, the critical question is whether it can manage this boom in tourism without falling into the traps of overtourism. Will it be able to protect its cultural heritage and the environment from the pressures of mass tourism, or will it follow the path of its neighbor Japan, where over-tourism has already begun to strain local communities?
The hope is that South Korea, with its forward-thinking approach to tourism management, will learn from the experiences of other popular destinations and implement sustainable strategies. If it succeeds, the country could continue to grow as a world-class travel destination, preserving its unique charm for generations of travelers to come. But if not, the rising tide of tourists could tarnish the very experiences that make South Korea so alluring.
South Korea’s tourism boom, fueled by global interest in K-pop and K-dramas, has led to a surge in visitors, raising concerns over overtourism. As seen in Japan’s past struggles, this rapid growth is putting pressure on local communities and cultural sites, prompting a need for careful management.
As the world watches, South Korea’s challenge will be to find a balance between fostering tourism growth and safeguarding the cultural gems that have drawn the world’s attention. If it can do that, the country’s meteoric rise in global tourism could be a lasting success story.
