Yanolja Research

 Annual Attendace Trends in the KBO League  ⚾ South Korea’s baseball boom is only getting started. KBO League attendance surpassed 12 million in 2025, setting another record after exceeding 10 million for the first time in 2024. This growth extends beyond the ballpark. Professional baseball generates repeated travel, local dining, overnight stays, and visits to regional attractions—positioning the league as a powerful driver of regional tourism and local economic activity. Explore how baseball can turn spectators into regional tourists in Yanolja Research Insights Vol. 31. 👉  Beyond the Ballpark: Exploring the Role of Baseball in Regional Tourism

South Korea Made $220M in May 2026 South Korea recorded a $220 million tourism surplus in May 2026. Tourism income reached $2.58 billion, up 38.4% year over year, while tourism expenditure declined 12.2% to $2.36 billion. The combined increase in inbound tourism revenue and decrease in outbound spending pushed the tourism balance into surplus. May’s result indicates a continued improvement in South Korea’s tourism balance, supported by the recovery of inbound tourism. 📊 Explore the latest tourism indicators on Yanolja Research Data Lab. Datalab Tourism Dashboard

South Korea's Tourism Balance Finally Turns Positive, Marking Two Consecutive Months of Surplus  📈 Korea’s tourism balance has finally moved into positive territory. After years of persistent deficits, the tourism balance recorded a USD 260 million surplus in March 2026, followed by another USD 160 million surplus in April—marking two consecutive months in the black. The turnaround reflects two simultaneous shifts. Inbound tourism continued to expand, with Korea welcoming a record 4.74 million international visitors in Q1 2026 and generating USD 5.84 billion in tourism revenue. At the same time, outbound travel growth began to slow amid high exchange rates and rising travel costs. Still, the quarterly picture remains cautious. Korea posted a USD 2.24 billion tourism deficit in Q1, meaning the recent monthly surpluses have yet to develop into a sustained structural trend. 📄 Explore the full analysis of Korea’s inbound and outbound tourism performance in Yanolja Research Brief Vol....

 International Visitors to South Korea (May 2026) Here’s what May inbound tourism to Korea looked like. International visitor arrivals reached 1.95 million, up 19.4% year over year. Arrivals from China, Japan, Taiwan, and the United States all increased compared with the same month last year. By airport, Incheon International Airport recorded the highest number of arrivals. For more tourism statistics, please visit Yanolja Research Data Lab. Datalab Tourism Dashboard

 Korean airlines are taking the lead in Korea–Japan skies. ✈️🇰🇷🇯🇵 Flights between Korea and Japan have rebounded faster than ever—but one trend stands out: Korean carriers now dominate the market. In 2025, Korean airlines operated 134,615 flights on Korea–Japan routes, compared with 11,937 flights by foreign carriers. This reflects not only a strong recovery in outbound demand, but also the growing role of Korean airlines in connecting travelers between the two countries. As travel patterns continue to evolve, the next challenge is clear: expanding inbound connectivity beyond major hubs. Yanolja Research's recent analysis highlights that strengthening international air networks—particularly through regional airports and greater participation by foreign carriers—can play a critical role in dispersing tourism demand and creating new opportunities for regional economies. How can stronger air connectivity reshape the future of regional tourism? 📖 Breif Vol.11  Opening the Gat...

Where Did All the Chinese Tourists Go? 🇨🇳✈️ China's outbound tourism market has recovered to 146 million travelers in 2024, reaching 94% of its pre-pandemic level. As outbound travel rebounds, competition among Asian destinations to attract Chinese visitors is intensifying. In 2025: • 🇯🇵 Japan remained the largest destination with 9.10M Chinese visitors. • 🇰🇷 South Korea moved ahead of Thailand, attracting 5.48M Chinese visitors in 2025. • 🇻🇳 Vietnam posted the strongest growth (+41.3%), while Thailand experienced the steepest decline (−33.6%). What explains these shifts in travel patterns? In Yanolja Research Insights Vol.42, we examine the changing competitive landscape of Asian tourism and analyze how Chinese travelers perceive Seoul and Busan compared with other major destinations across Asia. 🔗 Read the full report:  Vol.42 Seoul and Busan as Experienced by Chinese Tourists