Yanolja Research

From “Famous” to “Beloved”: How Korea’s Tourism Landscape Is Changing in 2025 Korea’s tourism scene is entering a new phase. Growth is no longer defined by how many people visit , but by how deeply destinations resonate with travelers . An extensive analysis of traveler sentiment across digital platforms reveals a clear shift: today’s most competitive destinations are not just well-known—they are emotionally engaging, highly shareable, and genuinely memorable. Below are the key takeaways shaping Korea’s tourism outlook in 2025.

 Korea’s Tourism in 2025(Jan-Sep): Strong Visitor Growth, New Travel Patterns Emerging International travel connected to Korea is entering a new phase. Visitor numbers are rising quickly, travel behavior is evolving, and structural shifts are reshaping the tourism economy. Below are the key developments shaping tourism performance in 2025 so far. International Visitors Reach a Historic High 14.08 million international visitors arrived between January and September 2025 This is 8.9% higher than the same period in 2019 , marking the highest level on record Growth accelerated throughout the year Q1: modest increase Q2: steady expansion Q3: strong double-digit growth These trends indicate that global travel demand for Korea has not only recovered but is now expanding at a faster pace than before the pandemic. Visitor Markets Are Becoming More Diverse Asian markets, previously slower to recover, have now surpassed pre-pandemic levels Strong growth has also been ...

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...

  Trend. Q3 2025 Trends in the Lodging Industry Performance by Accommodation Type in Q3 2025 Compared to Q3 2025 Performance by Accommodation Type in Q3 2025 Compared to Q2 2025 Lodging Business Outlook Index of Q4 2025 Changes in Operational Status by Accommodation 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. Baseball and Regional Lodging Demand Variation in Nearby Accommodation Sales by Weekend Home Game Occurrence (Non-metropolitan Regions) Differences in Room Sales by Visiting Team Hanwha Eagles (Daejeon) Samsung Lions (Daegu) Lotte Giants (Busan) KIA Tigers (Gwangju) NC Dinos (Changwon) Yanolja Research Korean Lodging Industry Trends Report for Q3 2025

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...