Korea’s Tourism Demand Outlook for 2026 - Yanolja Research Seminar Review

Hello! This is JIRO 🙂

It’s been a while since our last post—how have you all been?

On December 29, JIRO attended the “2026 Inbound & Outbound Tourism Demand Forecast and Tourism Strategy Seminar” hosted by Yanolja Research, held at the aT Center in Yangjae, Seoul.

This time, all members of the JIRO team were able to attend the seminar together.

The venue was completely full—so much so that some members who arrived late had to stand throughout the session. The atmosphere was energetic and intense.

Many local government officials were in attendance, and we could truly feel the passion of those working on the front lines to revitalize regional tourism.

So, without further ado, let’s dive into what was discussed at the seminar—and what the outlook for tourism demand in 2026 looks like.

Inbound Tourism: A Record High Expected

To start with the conclusion:

In 2026, inbound tourism to Korea (international visitors) is projected to reach 20.36 million visitors, an 8.7% increase year-on-year, marking the highest level on record.

By country, the forecast breaks down as follows:

China: 6.25 million visitors (30.2%)

Japan: 3.84 million visitors (18.9%)

Taiwan: 1.93 million visitors (9.5%)

United States: 1.66 million visitors (8.2%)

For China, expectations reflect the possibility of easing restrictions following recent Korea–China summits, as well as spillover effects from diplomatic tensions between China and Japan.

For Japan, the forecast considers the strong air connectivity between Korea and Japan—averaging around 12,000 flights per month—along with recent interest rate hikes in Japan that may help restore the yen’s purchasing power, supporting outbound travel to Korea.

Taiwan’s outlook reflects rising asset values driven by a booming semiconductor industry, combined with a weaker Korean won, which is increasing Korea’s appeal as a travel destination.

For the United States, inbound travel has continued to grow steadily since the pandemic. With the added effect of a strong dollar against the won, U.S. inbound tourism is expected to hit an all-time high, 59.3% higher than in 2019.

Overall, inbound tourism in 2026 is projected to perform very strongly.

Outbound Tourism: Still Higher Than Inbound

So what about outbound tourism—Koreans traveling overseas?

In 2026, the number of Korean outbound travelers is expected to reach approximately 30.23 million, an increase of 760,000 travelers (2.6%) compared to the previous year.

By destination:

Japan: 9.66 million travelers (31.9%)

Vietnam: 4.56 million travelers (15.1%)

China: 3.94 million travelers (13.0%)

Thailand: 1.56 million travelers (5.2%)

Japan’s continued growth is attributed to the rapid expansion of routes to regional Japanese airports by Korean airlines over the past two years, reinforcing an outbound-focused air supply structure and making travel to Japan more accessible than ever.

Vietnam, on the other hand, has seen a decline in monthly Korean travel demand in 2025. This is believed to be influenced by media reports related to crimes targeting Koreans in Vietnam and crime syndicates in Cambodia, which dampened traveler confidence.

China recorded high growth rates in both flight numbers and passenger volumes in 2025 compared to other major routes. As Southeast Asian travel demand weakened during the same period, China appears to be emerging as an alternative destination.

Tourism Balance and the Need for New Solutions

To summarize:

Inbound visitors (2026 forecast): 20.36 million

Outbound travelers (2026 forecast): 30.23 million

Despite record-high inbound tourism, outbound travel is expected to remain 9–10 million travelers higher, suggesting that Korea’s tourism trade deficit is likely to persist.

One key concern raised was that spending per inbound tourist is declining, while spending per outbound traveler is increasing. This makes it increasingly important to find ways to improve the tourism balance.

One proposed solution discussed at the seminar—and previously covered on the JIRO blog—is the development of domestic tourism hubs as a strategic starting point.

https://m.blog.naver.com/localnow/224097973777

Revitalizing Domestic Tourism

The second major solution highlighted was the revitalization of domestic travel by Korean residents.

Even as domestic travel costs continue to rise, satisfaction levels remain limited due to a lack of diverse tourism content and the uneven quality of local events and experience programs. This has led to a growing perception that “every destination feels the same.”

According to a survey by the Federation of Korean Industries, domestic travel is competitive in terms of transportation and convenience facilities. However, satisfaction with tourism content lags behind that of overseas travel.

In other words, activating domestic tourism requires each region to highlight its own unique identity and diversify its content.

From JIRO’s perspective, inspired by this seminar, one possible answer may lie in the humanities.

Rather than simply saying, “Our region has this,” regions could:

Tell their history and stories in accessible and engaging ways

Record and share the lives and voices of local people with warmth and care

Build emotional connections that spark curiosity and familiarity

This path may not be easy. But if those passionate about regional revitalization—like the participants we met at the Yanolja Research seminar—continue working together, perhaps one day inbound tourism will truly surpass outbound travel.

At JIRO, we will continue doing our part through JIRO Letter, Instagram card news, and other platforms—sharing regions through a humanities-driven lens and helping tell their stories.

Let’s keep going. 💪

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