Non-Seoul destinations see rising popularity among foreign tourists
A significant shift in South Korea’s tourism landscape is underway as foreign visitors increasingly explore destinations beyond the capital. Industry data from early June reveals a remarkable 218 percent surge in accommodation bookings for Busan compared to the previous year, significantly boosted by high-profile BTS concerts that captivated international fans and drew them to the vibrant coastal city.
This burgeoning trend is underscored by comprehensive data from All My Tour, a leading South Korean bedbank solutions provider. Their analysis for the second week of June indicates that non-Seoul accommodations now comprise 34 percent of all bookings, a dramatic increase from just 16.8 percent during the same period last year. This more than doubling of market share clearly illustrates the growing appeal of diverse regional experiences across South Korea.
Busan stands out as a prime example of this regional surge, registering the most substantial growth. All My Tour specifically attributes this unprecedented popularity to the highly anticipated “BTS World Tour Arirang” concerts, which transformed the dynamic coastal city into a global hub for K-pop enthusiasts over a Friday and Saturday.
Beyond the bustling cities, Gangwon Province has also experienced explosive growth, largely fueled by the burgeoning social media trend of “sigol” – the Korean term for “rural.” This trend highlights the serene beauty and authentic charm of Korea’s countryside. Reflecting this rising interest, Gangwon Province’s accommodation bookings in June soared more than sevenfold compared to the previous year, according to All My Tour’s insightful analysis.
Meanwhile, the stunning Jeju Island, renowned for its breathtaking unique volcanic landscapes and rich cultural heritage, also reported a significant 60 percent increase in accommodation bookings year-on-year. This growth signals a strong demand for its distinctive natural beauty and immersive cultural experiences, solidifying its status as a top non-Seoul destination for foreign tourists.
Recognizing that non-Seoul destinations are now firmly established as a major emerging trend for international tourists, All My Tour is proactively adapting its strategy. The company is actively pursuing direct contracts with hotels across these popular regions and significantly reinforcing its offerings of attractive bundled travel products to cater to evolving tourist preferences.
This strategic pivot began last year with the expansion of accommodation infrastructure in key growth areas like Gangwon Province and Jeju Island. Furthermore, All My Tour is actively fostering collaborations with partners deeply associated with the burgeoning K-pop industry and other major global events, aiming to create unique travel packages that resonate with diverse international audiences seeking authentic Korean experiences.
An official from All My Tour emphasized the profound transformation in traveler preferences, stating, “The current foreigner tourist trend is clearly shifting towards content-based, longer-term stays. This highlights the critical role of diverse attractions such as electrifying K-pop concerts, immersive nature experiences, and vibrant regional festivals in shaping travel itineraries.”
The official further articulated their commitment, adding, “We do not perceive this as a fleeting, one-off trend, but rather as a significant structural reform in the tourism sector. Consequently, All My Tour is dedicated to strengthening our cooperation with each region, continually launching innovative bundled products and exciting promotions to meet this evolving demand.”
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