Yanolja Research

 What Makes a Global Tourism City Stand Out in 2026? Global tourism competition is changing. Being famous still matters—but visibility alone is no longer enough . What increasingly separates leading destinations is their ability to turn recognition into positive experiences: memorable food, culture, activities, scenery, service, and hospitality. In other words, the cities that stand out are not simply those travelers know. They are the cities travelers know and love . Two Forces Shaping Tourism-City Attractiveness A destination’s position in the global tourism market can be understood through two complementary dimensions: Awareness: How widely is the city recognized and discussed? Attractiveness: How positively do people evaluate and feel about the city? Awareness helps a destination enter travelers’ consideration sets. Attractiveness helps turn that attention into satisfaction, recommendations, repeat visits, and lasting attachment. The key point: A city can be highly visible wi...

  Trend. Q2 2026 Trends in the Lodging Industry Performance by Lodging Type in Q2 2026 Compared to Q2 2025 Performance by Lodging Type in Q2 2026 Compared to Q1 2026 Lodging Business Outlook Index of Q3 2026 Changes in Operational Status by Property Type 1. Hotel Hotel Operating Status by Region and Star Rating 2. Motel Motel Operating Status by Region 3. Pension Pension Operating Status by Region 4. Vacation Rental Vacation Rental Operating Status by Region Issue. Perceived Japanese Lodging Demand in Korea and Lodging Industry Responses Japanese Inbound Tourism Demand to Korea Perceived Impact by Property Type Perceived Impact by Region Perceived Impact by Guest Type Responses from Propoerty Owners Yanolja Research Korean Lodging Industry Trends Report for Q2 2026

Which Northeast Asian City Offers the Most Satisfying Travel Experiences? ✈️🌏 According to a data-driven study by Yanolja Research analyzing TripAdvisor tourism products, tourist satisfaction varies across major Northeast Asian cities! Here is how international travelers rated their experiences (out of 5.0): 🥇 Beijing (4.91) – Tops the list with iconic heritage sites like the Great Wall & Forbidden City! 🥈 Busan (4.90) – Achieved an impressive 4.90 with the lowest rating variability (0.25), proving that deep, local identity-based experiences (Gamcheon Culture Village, Jagalchi Market) deliver world-class satisfaction! 🥉 Shanghai (4.89) – Blends historical charm and modern accessibility. 💡 Key Takeaway: High product volume alone doesn't guarantee top ratings. Delivering a strong, authentic sense of “city-ness” and high-quality, memorable storytelling is what truly turns travelers into fans! Check out more in Yanolja Researh Insights Vol.27. Yanolja Research Insights Vol.27 ...

Average Dining Costs in Major Cities🍽️ A typical restaurant meal costs $8.79 in Seoul and $6.76 in Busan—far below London ($26.80), New York ($25.00), and San Francisco ($25.00). Korea’s dining competitiveness extends beyond menu prices. Complimentary side dishes, free drinking water, and the absence of tipping or service charges add substantial value to the overall dining experience. While Seoul sits in the upper-middle price range among Asian cities, Korean dining remains highly competitive when total meal costs are considered. Explore the full analysis in Yanolja Research Insights Vol. 40:  Analysis of Price Competitiveness of Korean Tourist Cities: An International Comparison

 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....

What Makes a Tourism City Competitive? A New Look at Korea’s Leading Destinations What makes travelers choose one city over another—and, more importantly, what makes them want to return? As Korea faces population decline, aging outside the Seoul metropolitan area, and weakening domestic consumption, tourism is taking on a broader economic role. Visitors create an external consumption base , generating demand across accommodation, restaurants, transportation, shopping, culture, and local experiences. This changes how tourism city competitiveness should be understood. Visitor numbers and tourism infrastructure matter, but they tell only part of the story. What also matters is whether travelers know a destination, how positively they experience it, and whether that experience becomes something worth remembering and sharing. From Tourism Resources to Memorable Experiences A city can have abundant tourism resources and still struggle to become a destination of choice. Competitiveness incre...

 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...