Seoul, South Korea – South Korea's tourism sector is experiencing a robust recovery, with the number of foreign visitors in April reaching 1.71 million, slightly surpassing pre-pandemic levels. The Korea Tourism Organization (KTO) announced on May 30th that 1,707,113 foreign tourists visited the country last month, representing 104.4% of the figures recorded in April 2019, marking a significant 16.7% increase compared to April of last year. This strong rebound signals a pivotal moment for South Korea's ambition to reclaim its position as a top global travel destination, fueled by targeted marketing efforts, the enduring popularity of K-culture, and improved flight connectivity.

Key Markets Driving the Surge

China continued to be the largest source of inbound tourists, with 443,000 visitors in April. While this represents a strong recovery, it still stands at 89.9% of its 2019 levels, indicating further potential for growth as group tours and flight capacities fully normalize. Following China, Japan contributed significantly with 258,000 visitors, recovering to 88.9% of its pre-pandemic volume. The ongoing appeal of K-pop, K-dramas, and unique cultural experiences continues to draw Japanese tourists, often seeking short, frequent trips.

Notably, Western and Southeast Asian markets demonstrated exceptional growth, exceeding their 2019 figures. The United States led this surge with 153,000 visitors, marking a remarkable 49.6% increase over April 2019. This substantial growth from the North American market can be attributed to increased direct flights, a growing interest in South Korea beyond pop culture (including historical sites, nature, and advanced technology), and potentially a greater willingness to travel internationally post-pandemic.

Taiwan also showed impressive recovery and growth with 152,000 visitors, surpassing 2019 figures by 34.1%. The geographical proximity, cultural ties, and efficient flight routes make Taiwan a consistent strong performer for inbound tourism. The Philippines, with 69,000 visitors, also saw a modest increase of 4.3% compared to 2019.

From a regional perspective, Europe and the Americas (Gumi-ju) markets showed the most significant rebound, recording 144.5% of their 2019 levels. This robust performance suggests a broadening appeal of South Korea beyond its traditional East Asian tourist base. The Africa and Middle East (Ajoongdong) region is also nearing full recovery, reaching 99.1% of its 2019 figures, indicating diversified interest from emerging markets.

Year-to-Date Performance and Outbound Travel

For the first four months of 2025, total foreign visitors to South Korea reached 5.58 million, a 14.6% increase from the same period last year, and 101.8% of the 2019 levels. The cumulative top five source countries for this period were:

China (1.57 million)
Japan (1.04 million)
Taiwan (550,000)
United States (430,000)
Philippines (190,000)

While inbound tourism is thriving, South Koreans' outbound travel is also steadily recovering. In April, 2,149,577 South Koreans traveled overseas, reaching 96.7% of the figures from April 2019. For the first four months of the year, a total of 9.95 million Koreans traveled abroad, recovering to 98.4% of the pre-pandemic level for the same period. This indicates a strong desire for international travel among the local population, balancing the influx of foreign visitors.

Factors Contributing to and Challenges Facing Sustainable Growth

Several factors are contributing to this resurgence. The "Visit Korea Year 2023-2024" campaign has significantly boosted South Korea's international profile through various events, festivals, and promotional activities. The continued global fascination with Hallyu (the Korean Wave) across music, television, film, and beauty products draws millions eager to experience the culture firsthand. Major international events, such as conferences, sports competitions, and K-pop concerts, also act as powerful magnets for specific segments of tourists. Furthermore, strategic investments in tourism infrastructure, including improved public transport, diversified accommodation options, and enhanced digital tourism services, contribute to a seamless visitor experience.

However, challenges remain for sustaining this growth. Over-tourism in popular areas, particularly Seoul, could lead to diminished visitor experiences and strain local resources if not managed effectively. The diversification of tourism offerings beyond major cities and popular K-culture sites will be crucial to distribute economic benefits more widely and encourage repeat visits. Environmental sustainability in tourism development is also a growing concern, with efforts needed to promote eco-friendly travel practices. Additionally, maintaining competitive pricing for flights and accommodation, alongside ensuring the safety and security of all visitors, will be vital in a highly competitive global tourism market.

Looking ahead, the KTO plans to further expand its marketing efforts to high-growth markets, enhance digital engagement, and develop new tourism products that cater to diverse interests, including wellness, nature, and niche cultural experiences. With a comprehensive strategy and continued global interest, South Korea is well-positioned to maintain its strong tourism momentum through 2025 and beyond.