Yanolja Research

Why Are Koreans Choosing Overseas Travel? The Real Reasons Behind the Shift For Koreans, travel is no longer an occasional special event — it has become deeply ingrained as part of everyday life . Yet recent patterns reveal a structural shift in travel spending , moving decisively from domestic trips toward overseas destinations. This shift is not just a challenge for the tourism sector; it has become a critical national economic issue that requires strategic attention. In this issue, we explore: ✅ The psychological motivations driving Koreans toward overseas travel ✅ The fundamental reasons domestic trips are undervalued As the pent-up demand following the COVID-19 pandemic was unleashed, the number of outbound travelers reached 28.68 million in 2024 , fully returning to pre-pandemic levels. With 14.56 million departures recorded in the first half of 2025 alone , the annual figure is almost certain to hit a new record. But this massive trend came with a clear economic consequence:...

Baseball Tourism: When 12 Million Fans Become a New Engine for Regional Travel In 2025, Korea’s professional baseball league celebrated a historic milestone — for the first time in its 44-year history, it welcomed 12 million spectators in a single season . This achievement goes far beyond record-breaking attendance. It represents a massive population movement of over 12 million people traveling across the country, centered around their hometown teams and stadiums. With ten franchises located across the country in eight different cities, Korean baseball has evolved into more than a sport — it’s now emerging as a powerful tourism asset , driving local visitation and on-site spending. In this issue of Yanolja Research Insight Vol.31 , we explore: ✅ How professional baseball is becoming a new engine for regional tourism ✅ Travel behaviors of metropolitan fans visiting regional stadiums ✅ Global best practices and key takeaways for sports-driven tourism   Baseball as a Key to Unlo...

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...