0
Myeongdong, Seoul, on July 26. / Yonhap

As international interest in Korean culture continues to fuel growth in the number of foreign visitors to Korea, market diversification is emerging, with a rise in long-haul travelers from Western regions.

The Ministry of Culture, Sports and Tourism announced on the 6th that in the first half of this year, inbound tourism has continued to grow not just from Asia but also from the Americas, Europe, and Oceania, showing tangible progress in market diversification.

While cumulative inbound foreign tourists in the first half reached a record 10.71 million, arrivals from the Americas through June totaled 1.08 million, up 12.7% year-on-year. Arrivals from Europe reached 740,000, up 20.2% year-on-year. Other markets, including Oceania, saw 210,000 arrivals, up 11%. The ministry assessed that inbound tourism is no longer concentrated in any single region but is broadening its base worldwide.

The rise in visitors from the Americas and Europe was attributed to new and expanded direct flight routes launched since last year to the U.S., Canada, Denmark, and the U.K., among others. Arrivals from the U.S. totaled 730,000 in the first half, up 11.1% from the same period last year, while Canada rose 17.1%, and Brazil and Mexico rose 22.1% and 16.3%, respectively. In the U.K., visitor numbers rose 22% year-on-year after Virgin Atlantic began daily service on the Incheon-London route starting in March.

Marketing strategies leveraging the K-culture wave are also seen as having paid off. Korea tourism promotion booths tied to major events such as BTS's London concert and the North/Central America World Cup drew significant interest locally. Through these efforts, the ministry reported 1,480 inbound tour package sales, a total of 3,315 travelers recruited, and estimated revenue of $16.13 million (about 22.9 billion won at current exchange rates). The ministry is also operating promotional outposts in 12 high-potential emerging markets that currently lack overseas branches, working to attract visitors from these regions. In September, marking the 140th anniversary of Korea-France diplomatic relations, the ministry will carry out related inbound marketing campaigns as part of its continued push for market diversification.

At its second-half policy briefing held at the presidential office the previous day, the ministry set a goal of reaching 30 million foreign visitors ahead of schedule and laying the groundwork for an era of 40 million K-tourism visitors. To improve convenience for inbound tourists, the ministry plans to expand infrastructure such as airports, ports, and lodging, and improve transportation and simplified payment systems. It plans to continue easing entry barriers through measures such as expanded multiple-entry visas, visa-free group tourism, and improved immigration convenience.

Marketing to boost regional tourism competitiveness will also be strengthened. The ministry plans to build a "K-Tourism Golden Route" connecting arrival, lodging, and experiences around five major regional airports. To boost value-added tourism, it will intensively develop sectors such as medical and beauty tourism and high-end tourism. It also plans to strengthen region-specific content to revitalize local economies through regional tourism, and expand demand for regional visits by fostering a culture of travel through domestic travel support and nationwide travel promotion campaigns.

                                                                                                           Lee Jang-won