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:...

Korea Medical Tourism Enters a New Growth Phase Korea’s medical tourism market has moved beyond recovery. It is now entering a new phase defined by scale, value, and sustainability . In 2024, foreign patient arrivals reached an all-time high. This growth signals more than a rebound—it reflects a structural shift in global demand and Korea’s rising competitiveness as a medical tourism hub. Why Medical Tourism Matters More Than Ever Medical tourism is becoming a core driver of high-value tourism growth. Unlike short, one-time visits, medical travel naturally extends stays and increases overall spending. It also encourages repeat visits and long-term loyalty. Key advantages include: Longer visitor stays through treatment, recovery, and follow-up Higher spending on accommodation, shopping, and experiences Strong revisit rates driven by trust and satisfaction As general tourism spending slows, medical tourism offers a clear path to qualitative growth. Global Demand Is Re...

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...

Why More Koreans Are Traveling Abroad — And What It Means for Domestic Tourism Travel has become a natural part of everyday life for Koreans. But where people choose to travel is changing fast. Recent trends show a strong and growing preference for overseas trips, reshaping travel spending patterns and creating new challenges — and opportunities — for domestic tourism. Let's look at the  key takeaways ! A Clear Shift Toward Overseas Travel Outbound travel has fully rebounded and continues to surge. Overseas trips have returned to — and are set to exceed — pre-pandemic levels Travel spending abroad has expanded rapidly Inbound tourism recovery remains slower, widening the imbalance What this means: A significant share of travel demand — and spending — is flowing out of the domestic market. A Generational Divide That Can’t Be Ignored Travel preferences differ sharply by age group. Younger generations strongly favor overseas travel Middle-aged and older traveler...

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...