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[Yanolja Research Insights] Vol. 32 Motivations for Overseas Travel and Strategies for Revitalizing Domestic Tourism in Korea

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 travelers are more inclined toward domestic trips

  • Future demand is increasingly shaped by overseas experiences

Why it matters:
Travel habits formed early tend to persist.
If domestic travel fails to resonate now, long-term competitiveness is at risk.



Open Minds, Closed Wallets

Interestingly, many travelers say they are open to choosing domestic trips.

But spending tells a different story.

  • Most are willing to spend only 30–50% of what they spend overseas

  • Only a small minority would spend the same — or more — domestically

  • Actual spending gaps confirm this perception

The real issue isn’t price.
It’s perceived value.



How Travelers Think About Travel

At the heart of the shift is travel psychology.

Overseas Travel = Experiential Investment

  • Newness and novelty

  • Cultural immersion

  • Emotional and intellectual stimulation

  • Memories worth paying for

Domestic Travel = Functional Choice

  • Convenience and efficiency

  • Lower time and cost burden

  • Familiar and predictable experiences

As long as this mental divide remains, willingness to pay will stay uneven.



Why Does Domestic Travel Struggle to Inspire?

If many travelers are open to domestic trips,
why does enthusiasm — and spending — fall short?

What exactly is holding domestic travel back in the minds of consumers?

Find the answer on our official website.

Yanolja Research Insights Vol.32

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Location: Seoul, South Korea

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