The number of foreign tourists visiting South Korea surpassed 20 million for the first time in history on the 12th. This marks a milestone achieved 14 years after hitting the 10-million mark in 2012.

The Ministry of Culture, Sports and Tourism (MCST) announced, "Achieving 20 million annual inbound tourists signifies that South Korea's tourism industry has leaped to a whole new level, and any figures updated during the remaining period until the end of the year will set new records."

According to the Ministry, this growth trend in inbound tourism has also led to an increase in tourism spending and a broader geographic distribution of entries. As of September this year, foreign tourism spending surged by 47.7% to 15.9416 trillion won compared to the same period last year (10.7940 trillion won). Furthermore, cumulative arrivals through non-capital region airports and ports reached 3.24 million (19.0% of the total) and 1.58 million (9.2% of the total), respectively, increasing by 37.4% and 14.5% compared to the previous year.

The Ministry noted that inbound tourism continued its steep growth trajectory despite various challenges since early in the year, such as geopolitical instability in the Middle East and high oil prices. This success was driven by a combination of factors: the global spread of "K-Culture," a pan-governmental cooperative framework centered around the presidential-led National Tourism Strategic Committee, and the mature hospitality of South Korean citizens who welcomed global visitors with warm smiles and kindness.

In fact, as of the end of 2025, the recognition rate of Hallyu (Korean Wave) contents being popular in respondents' home countries remained high not only in traditional categories like music (54%), dramas (51%), and movies (49%), but also in food (55%) and beauty (53%). The response rate stating that the Korean Wave positively influences the purchase of Korean products and services has also steadily increased over the past three years (58% → 64% → 65%), showing how the spread of "K-Culture" translates into potential demand for inbound tourism and services.

Inter-agency cooperation by the government further supported this tourism growth. Following the 11th National Tourism Strategic Committee meeting presided over by the President, a pan-governmental cooperative system was launched, implementing multifaceted measures to boost inbound tourism, such as enhancing immigration convenience, expanding international flight capabilities at regional airports, and strengthening crackdowns on unfair pricing practices (rip-offs).

Voluntary hospitality and kindness from citizens have also elevated the image of travel in Korea. In June, a viral social media story highlighted a convenience store employee at Incheon International Airport who took apart a product display shelf and searched barehanded through a dusty gap to find wireless earphones dropped by a tourist, generating widespread praise for "Korean kindness."

Minister Choi Hui-young stated, "We will actively share this unprecedented achievement with the public through December to boost national pride, while thoroughly preparing our reception capacity toward achieving an era of 30 million and moving forward to 40 million inbound tourists."

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