Korea Targets Europe as Next Major Source Market for Tourists
Creatrip Team
19 days ago
The Korea Tourism Organization (KTO), led by President Park Seong-hyeok, is shifting focus from heavy reliance on nearby markets (China, Japan, Taiwan) to growing European visitors. Although Europeans still number fewer than Taiwanese or Americans, they stay about 5 days longer, spend ~30% more, and visit more regions of Korea. European arrivals have grown faster than the overall recovery since 2019, and new direct air routes (e.g., SAS Incheon–Copenhagen, Asiana Incheon–Budapest, Virgin Atlantic Incheon–London) are expanding access. KTO plans local marketing support to sustain these routes and generate demand, aiming to diversify inbound markets (including Central Asia and North America) and reach a national target of 30 million foreign visitors by 2028. Park cites his experience in Barcelona and the economic ripple effects of tourism, saying that reaching 30 million visitors could elevate tourism into a top export industry and spread benefits to regional areas. (K-culture: Korean popular culture)
