SEOUL — South Korea is aiming for a significant boost in tourism, with President Lee Jae Myung on Wednesday announcing a goal of attracting 30 million foreign visitors annually. The ambitious plan, unveiled during the Expanded National Tourism Strategy Meeting at Cheong Wa Dae, centers on overhauling the nation’s tourism infrastructure and diversifying destinations beyond the capital city of Seoul. This push for increased tourism comes as South Korea continues to benefit from the global popularity of K-culture and a rebounding international travel market.
The initiative will focus on a two-pronged strategy: expanding inbound demand and revitalizing regional tourism. This includes streamlining immigration procedures, upgrading regional airports, improving lodging options and developing more compelling tourism content. President Lee emphasized the importance of leveraging the success of South Korea’s cultural exports – often referred to as the “Korean Wave” or Hallyu – to drive tourism growth. He stated that “the development of the cultural industry triggered by K-culture must ultimately lead to tourism,” adding that this connection is vital for translating cultural influence into tangible economic benefits and job creation.
Record Numbers and a Shift in Focus
The call for a tourism overhaul comes at a time of already significant growth. In 2025, South Korea welcomed a record 18,936,562 foreign visitors, a 15.7 percent increase from the 16,369,629 visitors recorded the previous year, according to recently released tourism statistics. Vietnam News reports that foreign tourist expenditure also rose sharply, reaching just over 17.4 trillion won last year, a 21.1 percent increase from nearly 14.4 trillion won in 2024.
Despite these positive trends, President Lee cautioned against complacency. He argued that concentrating 80 percent of foreign tourism in Seoul limits the industry’s potential for sustainable growth. “For tourism-led growth to be sustainable, the opportunities and benefits must be shared by local alleyway commercial districts across the country and by small business owners in the regions,” he said. The administration aims to distribute the economic benefits of tourism more widely, fostering growth in areas outside the capital.
Addressing Visitor Experience and Regional Development
A key component of the government’s strategy involves a comprehensive review of the visitor experience. President Lee called for scrutiny of all aspects of the tourism infrastructure, from regional airports and cruise facilities to immigration processes. He specifically highlighted the need to address negative practices that deter tourists, such as price gouging, unfriendliness, and aggressive touting, calling them “malicious abuses” that harm local economies.
The government also plans to invest in developing unique regional tourism experiences. Officials will work to leverage each area’s distinct assets and transform them into compelling attractions. The land minister has outlined a strategy to transform regional airports into key entry points for inbound tourism, while the acting oceans minister is focusing on improving cruise tourism infrastructure. These efforts aim to create a more diverse and appealing tourism landscape throughout South Korea.
A Return to Presidential Leadership in Tourism
Wednesday’s meeting marked a significant shift in leadership, as it was the first time since 2019 that the president personally chaired the National Tourism Strategy Conference. The coordinating body, established in 2017, had previously been led by the prime minister during the Moon Jae In administration. This renewed presidential involvement signals a heightened commitment to prioritizing tourism as a key driver of economic growth.
The meeting was attended by a broad range of stakeholders, including Hotel Shilla CEO Lee Boo-jin, as well as key ministers and senior officials from Cheong Wa Dae. Prime Minister Kim Min-seok, Deputy Prime Minister and Finance Minister Koo Yoon-cheol, and Minister of Culture, Sports and Tourism Chae Hwi-young were among those present. Minister Chae announced that the government is accelerating its timeline, aiming to reach the 30 million foreign visitor goal by 2029, one year earlier than previously planned.
Vice Justice Minister Lee Jin-soo detailed plans to streamline immigration procedures, while the finance minister outlined measures to combat price gouging. These initiatives demonstrate a coordinated effort across multiple government agencies to address key challenges and capitalize on opportunities within the tourism sector.
The government’s focus on qualitative growth, rather than simply increasing visitor numbers, reflects a desire to create a more sustainable and enriching tourism experience for both visitors and local communities. This approach emphasizes the importance of responsible tourism practices and ensuring that the benefits of tourism are shared equitably across the country.
Looking ahead, the success of this ambitious plan will depend on effective implementation of the proposed reforms and continued collaboration between government agencies, the private sector, and local communities. The next key checkpoint will be the release of detailed implementation plans by each ministry in the coming months, outlining specific timelines and targets for achieving the 30 million visitor goal.
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