Yanolja Research

The Future of Tourism: From Capacity to Attractiveness It’s time to rethink how we measure tourism competitiveness. Traditional indicators can no longer fully capture the true strength of a destination. To address this issue, Yanolja Research has developed a new framework ‘ Global Tourism City Attractiveness Index’ to capture how travelers truly perceive cities around the world. In this issue, we explore: ✅ Why attractiveness has become the new benchmark in tourism competitiveness ✅ How this new index measures cities through the eyes of travelers ✅ Which cities ranked at the top in the 2025 Global Tourism City Attractiveness Index 💪  From Capacity to Attractiveness: Redefining the Standards of Tourism Competitiveness For decades, tourism competitiveness has been evaluated mainly by quantitative indicators such as visitor numbers, hotel capacity, and airport size. These metrics reveal a destination’s capacity to accommodate tourists but fail to capture why travelers choo...

 ⚾ Beyond the Ballpark: Baseball as a Catalyst for Regional Tourism When we think of tourism, cultural landmarks or scenic landscapes often come to mind. But there’s another player stepping up to the plate: professional baseball . Far beyond the excitement on the field, baseball is emerging as a powerful driver of regional tourism and local economies. Why Baseball Matters for Regional Tourism 10 million spectators : The league recently surpassed this milestone, showcasing its unmatched ability to move people across the country. Nationwide reach : Teams are spread across major regional hubs, naturally dispersing tourism opportunities beyond Seoul. Built-in frequency : With 720 games every season, baseball offers consistent reasons for fans to travel. Local Impact: More Than Just a Game Economic boost : Sales around stadiums rise by up to 90% on game days, with small businesses seeing tangible benefits. Extended stays : Away fans often dine, shop, and explore attractions—turning...

South Korea Tourism Jan-Jun 2025 : Quantitative Growth, Qualitative Stagnation In the first half of 2025, the number of foreign tourists who visited South Korea hit an all-time high. Ironically, tourism revenue has still not recovered to pre-pandemic levels, showing a dual reality for the Korean tourism industry:  quantitative growth but qualitative stagnation. Let's take a closer look at the key trends behind this phenomenon. 📈 Inbound Tourism: Record-High Visitor Numbers In the first half of 2025, the number of foreign tourists who visited South Korea reached 8.826 million, setting a new all-time high. This represents a 4.6% increase compared to H1 2019 (pre-COVID) and a 14.6% increase compared to H1 2024. This indicates that Korea’s tourism industry has fully recovered from the pandemic shock and has entered a genuine growth phase. 💸 Tourism Revenue Still Lagging Behind Despite More Visitors The issue, however, lies in the gap between the number of visitors and tou...

📢Yanolja Research Giveaway🎉 We are Yanolja Research , Korea’s first private research institute dedicated to travel and tourism studies. We publish Insights (monthly) and the Quarterly Trends in Korea’s Lodging Industry , along with occasional Briefs and Research Reports . By following Yanolja Research on social media, you will be among the first to receive notice of new publications, as well as updates when summary posts or video features based on our reports are released. 📅 Event Period September 12, 2025 (Fri) – October 12, 2025 (Sun) KST 🏆 Winner Announcement Late October (winners will be notified individually) 📌 How to Join 1. Follow Yanolja Research across our social media channels  (Instagram, Facebook, LinkedIn, Threads, X, YouTube, Blogger). – The more channels you follow, the greater your chances of winning. 2. Post your quiz answer in the comments of the event post on each platform. 3. Complete the Google Form with the platforms you follow, your account ID, and the...

Luxury Slips, Budget Stays Bounce Back According to Yanolja Research’s Q2 2025 Korea Lodging Industry Report, the domestic lodging market demonstrated a pronounced polarization. While the luxury segment recorded sharp declines , budget-friendly accommodations maintained resilience and even expanded their presence . So, what’s behind this contrast? Let’s take a closer look. Sharp Declines in Luxury Hotels and Resorts The luxury sector experienced significant contraction. In Q2 2025, five-star hotels reported a 23% decline in RevPAR (Revenue per Available Room) compared with Q2 2024, while resorts recorded a 19% drop. This downturn reflects two key dynamics: prolonged economic stagnation that has weakened consumer sentiment, and the resurgence of outbound travel , which has redirected demand away from domestic luxury accommodations. In other words, consumers who had previously spent on high-end domestic stays have shifted their spending overseas. Value Strikes Back: Motels and Pensions ...

Global Tourism City Attractiveness Index 2025: Uncover What Makes Top Destinations Irresistible The Rise of Experience-Driven Travel Tourism trends have shifted dramatically: travelers today seek immersive, emotional journeys rather than just infrastructure and visitor volume. Cities must now win both the minds and hearts of visitors, with authentic experiences and lasting memories leading the way. How Attractiveness Is Measured The Attractiveness Index combines two critical dimensions: Reputation (how visible and talked-about a city is) and Attractiveness (how positively travelers view and feel about their experience). Four main pillars shape a city’s allure: Urban Aesthetics & Natural Scenery Culture & History Experiential Tourism Contents (food, shopping, activities, events) Hospitality (friendliness of locals and service providers). Key Learning From 2025 Rankings Japanese cities, especially Osaka, Kyoto, and Tokyo, dominated this year’s top ranks thanks to their blend of...