The Korea Tourism Organization (KTO) hosted the "2nd Modern Korean Tourism Data Seminar" at The Plaza Hotel Seoul, shedding light on the evolving landscape of regional tourism through comprehensive data analysis. Following the successful launch of its inaugural seminar in May, this second edition focused heavily on regional tourism, drawing approximately 500 participants from local governments, the Ministry of Culture, Sports and Tourism, academia, and the travel industry. Due to overwhelming demand and early registration sell-outs, the KTO significantly expanded the venue capacity to accommodate the high level of interest.

Opening the event, KTO President Park Sung-hyuk diagnosed the primary trends of the inbound tourism market for the first half of the year. With cumulative inbound visitors reaching 12.8 million by July—a 21.3% increase compared to the same period last year—President Park highlighted a notable rise in entries through regional airports and a steady expansion in foreign tourist spending.

Regional Airports as New Gateways to Local Tourism

The seminar’s first session examined regional airports as critical new gateways for inbound travel. In the first half of 2026, the share of foreign visitors arriving through regional hubs such as Cheongju, Daegu, and Gimhae reached 20.7%, meaning roughly one out of every five travelers to South Korea bypassed Incheon and entered directly through regional airports.

Notably, Cheongju Airport experienced a staggering 109.1% surge in inbound arrivals during the first half of the year, driven by the expansion of low-cost carrier (LCC) routes and a sharp rise in travelers from Taiwan. The success story of Taiwanese tourism was spotlighted as a blueprint for regional activation. Through targeted marketing spearheaded by the KTO's Taipei office—which progressively expanded promotional efforts from Busan outward to the broader southern region—arrivals from Taiwan via Gimhae Airport skyrocketed by 157.5% between 2023 and 2025.

Building on momentum from last year’s "Year of Southern Tourism," the KTO collaborated with seven local governments in the southern region to develop 360 specialized travel packages, successfully attracting 70,000 visitors. This initiative established a leading benchmark for inter-regional cooperation in tourism revitalization. To build on this progress, the KTO launched a dedicated task force comprising 29 internal departments last April, comprehensively driving regional tourism by discovering unique local content, securing new airline routes, and upgrading local infrastructure.

Evolving Accommodation Trends and K-Content Synergy

Subsequent sessions explored contemporary domestic accommodation trends, revealing that the local lodging market has grown steadily over the past three years, primarily fueled by foreign demand. Data indicated that unique activities—such as attending live performances and sporting events—now serve as primary motivators for overnight stays.

In a special session featuring Studio Dragon, presenters discussed innovative strategies for translating K-drama intellectual property into concrete regional tourism demand. By linking hit television dramas to filming locations and local experiences, regions can successfully capture the attention of global fans.

Expanding Data-Driven Partnerships

The detailed analytical findings and the second issue of the "Modern Korean Tourism Report" were officially released on the Korea Tourism Data Lab platform following the seminar.

"As new tourism touchpoints like regional airports, local areas, and K-content successfully translate into actual consumer demand, it is vital that we accurately read these shifts through data and formulate practical, field-tested solutions," President Park stated. He concluded by emphasizing that the KTO will continue partnering with industry and academic experts to generate high-quality data, foster open dialogue, and serve as an effective policy partner dedicated to delivering tangible benefits to local economies.