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[Yanolja Research Insights Vol. 36] Why Choose Overseas over Domestic?

 Why Choose Overseas over Domestic? : Practical Tasks for Rebalancing



South Korea’s tourism is facing a critical turning point. While we might celebrate the "20 Million Inbound" era, we are also witnessing a massive "30 Million Outbound" trend, leading to a serious tourism imbalance.

To solve this, Yanolja Research highlights the importance of "Intrabound" tourism as the ultimate solution.

In this issue, we explore:

✅ The "Intrabound" Concept: Defining domestic travel by local residents as the key to fixing the deficit. 
✅ The "Collapse of Trust": Why locals prefer overseas travel, from "dopamine rushes" to price gouging issues.
 ✅ Japan’s Success Stories: How Japan used "Regional Access Revolutions" and "Killer Content" to boost tourism. 
✅ 3 Strategies & 7 Tasks: A roadmap to boost Korean tourism and resolve the Inbound-Outbound imbalance.



Wait! Do You Know This Term?
1. What is "Intrabound"?: Intrabound Tourism refers to domestic travel by local residents.


 The Reality of the Tourism Deficit

The Inbound-Outbound Gap: While reaching the 20 million inbound milestone is a victory, it is overshadowed by 30 million locals heading abroad.



In 2024, our tourism deficit reached a staggering $10 billion. We cannot ignore this growing gap while 30 million residents choose overseas destinations over local ones.


Travelers seek a "dopamine rush" and exotic experiences for the same budget. Local spots feel repetitive, and price gouging has caused a "collapse of trust".




Japan revolutionized regional access through international hubs and private-led DMOs. They created irreplaceable "Killer Content" like Hokkaido’s snow.



* Supply Innovation: Target Gen MZ and seniors
* Demand Incentives: Restore trust and eliminate price gouging.
* Governance Reform: Private-led DMOs and deregulation.



We need 7 key actions: 

1.Goal Setting 
2. Data-Driven Management 
3. Agile Strategy 
4. Fiscal Innovation 
5. Institutionalization 
6. Perception Improvement
7. Crisis Management.


For specific examples, search for Insights Vol. 36 on the Yanolja Research website.


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Location: Seoul, South Korea

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