02 · The trip

What visitors do in Korea — the full survey numbers

Why visitors choose Korea, how they plan, where they go, what they do and buy, and how they rate it — all from the 2025 International Visitor Survey by the Ministry of Culture, Sports and Tourism and KCTI. The survey covered 16,110 foreign visitors aged 15 and over as they left Korea after stays of up to 90 days.

481 numbers11 topics1 source

Figures checked · October 3, 2026

02.1

Why they came

The survey includes business travellers as well as tourists. Most women came for leisure, while almost a third of men came on business.

70.9%
said leisure, recreation or relaxation was the main purpose

Up from 68.0% in 2024, and above pre-pandemic 2019 (67.8%).

2025 · Source

80.0%
of women came mainly for leisure

Men: 56.1% leisure, 31.3% business.

2025 · Source

10.1%
came mainly to visit friends or relatives

Education and language courses: 3.4%.

2025 · Source

Main purpose of the trip, by genderSingle answer, % of visitors
PurposeAll visitorsWomenMen
Leisure, recreation, relaxation70.9%80.0%56.1%
Business or professional work15.2%5.2%31.3%
Visiting friends or relatives10.1%10.8%9.0%
Education (language courses, training)3.4%3.5%3.3%
Other0.4%0.4%0.3%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.2

How they travel

Eight in ten travel independently, and seven in ten bring company — most often friends.

80.1%
travelled independently, not on a tour

Group tours 11.5%, flight-and-hotel packages 8.3%. 2024: 80.5% independent.

2025 · Source

29.5%
travelled alone

The other 70.5% came with companions — 3.2 on average (3.4 in 2024).

2025 · Source

9.1%
of independent travellers joined a short or day tour in Korea

Includes flight-and-hotel package travellers. Average tour length: 1.1 nights.

2025 · Source

Who they travelled with% of all visitors, multiple answers. 29.5% travelled alone. Friends: 43.0% in 2024.
  1. Friends 44.6%
  2. Spouse or partner 26.8%
  3. Children 14.8%
  4. Other family or relatives 13.9%
  5. Colleagues 11.4%
  6. Parents 8.9%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Number of companionsVisitors travelling with others, not counting themselves. Average 3.2.
1 person: 54.4% 54.4% 1 person 2 people: 18.5% 18.5% 2 people 3 or more: 27.1% 27.1% 3 or more
View as table
ItemValue
1 person54.4%
2 people18.5%
3 or more27.1%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Length of short tours takenVisitors who joined a short tour in Korea
Day tour: 42.5% 42.5% Day tour 1 night: 39.1% 39.1% 1 night 2 nights: 5.4% 2 nights 3 nights: 4.2% 3 nights 4+ nights: 8.8% 8.8% 4+ nights
View as table
ItemValue
Day tour42.5%
1 night39.1%
2 nights5.4%
3 nights4.2%
4+ nights8.8%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.3

First-timers and repeat visitors

More than half had been to Korea before. Teenagers are mostly first-timers (65.4%), while 38.9% of visitors aged 60+ were on at least their fourth trip.

56.6%
had been to Korea before

54.7% in 2024.

2025 · Source

3.9
average number of visits to Korea, including this one

2025 · Source

4.8
overseas trips in the past five years, on average

Highest for visitors from the UK (9.4) and the US (7.9). A new question in 2025.

2025 · Source

Which visit to Korea this was4th visit or more: 27.8% in 2023, 26.1% in 2024.
First: 43.4% 43.4% First Second: 20.0% 20.0% Second Third: 11.1% 11.1% Third 4th or more: 25.4% 25.4% 4th or more
View as table
ItemValue
First43.4%
Second20.0%
Third11.1%
4th or more25.4%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

First-time and repeat visitors by age% of each age group
AgeFirst visitBeen before4th visit or more
15–1965.4%34.6%9.4%
20s52.0%48.0%17.4%
30s41.8%58.2%26.5%
40s34.3%65.7%30.9%
50s38.5%61.5%30.0%
60+37.2%62.8%38.9%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Overseas trips in the past five years% of visitors. Average 4.8 trips.
Under 5: 65.6% 65.6% Under 5 5–9: 20.8% 20.8% 5–9 10–14: 8.7% 8.7% 10–14 15–19: 1.5% 15–19 20+: 3.5% 20+
View as table
ItemValue
Under 565.6%
5–920.8%
10–148.7%
15–191.5%
20+3.5%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.4

Why Korea

K-content is the most common spark and is still rising; transport and safety lead the practical reasons. Japan is the destination most often weighed against Korea.

40.1%
got interested in Korea through K-content

Up from 32.1% in 2023 and 38.3% in 2024.

2025 · Source

61.7%
chose Korea with food in mind — the top activity factor

Shopping 57.3%. K-pop venues and filming locations rose most, from 14.2% to 17.1%.

2025 · Source

46.1%
considered no other Asian destination

Japan was the most-considered alternative (34.0%).

2025 · Source

94.4%
visited only Korea on this trip

5.6% combined Korea with another country, most often Japan. Among US visitors: 23.3%.

2025 · Source

Activities that made them choose KoreaLeisure and family-visit travellers; up to three answers
  1. Food & dining 61.7%
  2. Shopping 57.3%
  3. Nature & scenery 35.6%
  4. Palaces & historic sites 21.6%
  5. K-pop venues & filming locations 17.1%
  6. Rest & relaxation 14.1%
  7. Beauty (massage, hair, nails) 12.5%
  8. Traditional culture (hanbok, taekwondo, cooking) 11.3%
  9. Amusement & theme parks 9.5%
  10. Museums & exhibitions 8.7%
  11. Medical treatment & check-ups 7.0%
  12. Nightlife & casinos 6.2%
  13. Plays, musicals & ballet 2.5%
  14. Local festivals 1.8%
  15. Playing sports 1.5%
  16. Watching sports 1.0%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

What sparked their interest in KoreaLeisure and family-visit travellers; up to three answers
  1. K-content (K-pop, dramas, films) 40.1%
  2. Traditional culture (hanbok, Korean food) 32.1%
  3. Right distance and flight time 26.9%
  4. Wanted to see a new country 25.7%
  5. Enjoyed a previous visit 24.7%
  6. Fits the travel budget 21.5%
  7. Information about Korea’s attractions 21.4%
  8. Good-value packages and flights 14.2%
  9. Events (sports, arts, concerts) 11.9%
  10. Many flight routes to Korea 10.3%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Practical factors that made them choose KoreaLeisure and family-visit travellers; up to three answers. Transport was 43.1% and language 25.3% in 2024.
  1. Public transport 41.4%
  2. Public safety 40.8%
  3. Accommodation 34.0%
  4. Affordable travel costs 33.4%
  5. Immigration procedures 23.9%
  6. Language & communication 22.9%
  7. Mobile & internet access 17.9%
  8. Tourist information services 14.6%
  9. Wayfinding (signs, maps) 10.5%
  10. Digital tourist information 6.5%
  11. Healthcare & disease control 5.8%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Other Asian destinations they consideredUp to three answers. 46.1% considered none.
  1. Japan 34.0%
  2. Singapore 13.8%
  3. Thailand 13.3%
  4. Taiwan 10.8%
  5. Hong Kong 10.7%
  6. China 7.3%
  7. Vietnam 6.9%
  8. Malaysia 5.5%
  9. Macao 4.1%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.5

Planning and booking

Research happens mostly online, led by social media and video sites. Half found nothing missing; transport was the most common gap.

71.1%
researched the trip on websites or apps

69.2% in 2024. From family and friends: 50.4%.

2025 · Source

32.6%
booked their flight or tour 1–2 months ahead — the most common timing

29.8% in 2024. 9.0% booked within a week of departure.

2025 · Source

80.4%
of independent travellers booked accommodation before arriving

14.1% booked nothing in advance.

2025 · Source

50.3%
found no information lacking before the trip

Transport information was the most common gap (16.8%).

2025 · Source

Websites and apps they usedVisitors who researched online; up to three answers
  1. Social media (Facebook, Instagram, X, Weibo) 60.0%
  2. Video sites (YouTube etc.) 44.6%
  3. Global search engines (Google etc.) 34.7%
  4. Travel sites and apps (Tripadvisor, Hotels.com) 29.0%
  5. Home-country portals (Yahoo Japan, Baidu) 17.1%
  6. Korean portals (Naver, Daum) 16.3%
  7. Travel blogs 12.6%
  8. Airline and hotel websites 10.6%
  9. Attraction websites 7.0%
  10. Travel agency websites 6.9%
  11. Korean public sites (VisitKorea, embassies) 5.5%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Where they got information before the trip% of visitors, up to three answers
  1. Websites and apps 71.1%
  2. Family, friends and colleagues 50.4%
  3. TV, radio, newspapers and magazines 23.7%
  4. Airlines and hotels 12.5%
  5. Travel agencies at home (in person) 11.6%
  6. Guidebooks 8.8%
  7. Korean public offices at home (KTO, embassy) 5.0%
  8. Did not look for information 3.3%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Information they found lackingUp to three answers. 50.3% found nothing lacking.
  1. Transport (distances, routes) 16.8%
  2. Food and restaurants 12.9%
  3. Money (ATMs, currency exchange) 11.7%
  4. Local festivals and events 11.5%
  5. Phone and internet (Wi-Fi, SIM cards, data) 10.7%
  6. Attractions (hours, fees, weather) 10.3%
  7. Shopping 9.1%
  8. K-culture experiences (K-pop shows, filming locations) 6.6%
  9. Accommodation 6.0%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

How far ahead they booked flights or toursInternational flight for independent and flight-and-hotel travellers; tour package for group travellers
Under 1 week: 9.0% 9.0% Under 1 week 1–2 weeks: 14.6% 1–2 weeks 3–4 weeks: 14.3% 3–4 weeks 1–2 months: 32.6% 32.6% 1–2 months 2–3 months: 16.2% 16.2% 2–3 months 3–6 months: 13.0% 3–6 months
View as table
ItemValue
Under 1 week9.0%
1–2 weeks14.6%
3–4 weeks14.3%
1–2 months32.6%
2–3 months16.2%
3–6 months13.0%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

What independent travellers booked before arrivingIndependent and flight-and-hotel travellers; multiple answers. 14.1% booked nothing.
  1. Accommodation 80.4%
  2. Show and event tickets 9.0%
  3. Train tickets 7.5%
  4. Domestic flights 6.3%
  5. Attraction bookings 5.9%
  6. Restaurants 5.5%
  7. Short or day tours 4.9%
  8. Experiences (traditional culture, cooking) 3.7%
  9. Rental car 3.2%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.6

What they do

Food and shopping lead both what visitors do and what they name as most satisfying. Palace visits have fallen every year since 2022, while rest and K-pop spots are gaining.

17.4%
took time out to rest and relax

Up from 13.4% in 2024.

2025 · Source

13.5%
visited K-pop venues or drama and film locations

11.7% in 2024.

2025 · Source

66.0%
named food among their three most satisfying activities

Shopping 61.4% (59.8% in 2024), natural scenery 35.8%.

2025 · Source

97.2%
of those who went shopping were satisfied — the highest-rated activity

Asked of those who did each activity. Watching sports scored lowest (91.1%).

2025 · Source

Everything they did in Korea% of visitors, multiple answers. Traditional culture was 17.7% in 2024.
  1. 1 Food & dining 81.6%
  2. 2 Shopping 80.3%
  3. 3 Nature & scenery 53.3%
  4. 4 Palaces & historic sites 35.3%
  5. 5 Museums & exhibitions 21.4%
  6. 6 Rest & relaxation 17.4%
  7. 7 Traditional culture (hanbok, taekwondo, cooking) 15.1%
  8. 8 K-pop venues & filming locations 13.5%
  9. 9 Business 12.8%
  10. 10 Beauty (massage, hair, nails) 12.2%
  11. 11 Amusement & theme parks 11.5%
  12. 12 Nightlife & casinos 9.4%
  13. 13 Medical treatment & check-ups 6.5%
  14. 14 Training, education & research 4.5%
  15. 15 Plays, musicals & ballet 4.4%
  16. 16 Local festivals 3.8%
  17. 17 International conferences 3.5%
  18. 18 Playing sports 1.7%
  19. 19 Watching sports 1.7%
  20. 20 Other 1.1%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Most satisfying activities and satisfaction ratesTop 3: % of all visitors naming it among their three most satisfying activities. Satisfied: % of those who did it; business, training and conferences are not rated.
ActivityTop 3Satisfied
Food & dining66.0%95.5%
Shopping61.4%97.2%
Nature & scenery35.8%97.1%
Palaces & historic sites24.6%96.1%
K-pop venues & filming locations10.7%96.4%
Museums & exhibitions10.1%95.2%
Business10.0%–
Rest & relaxation9.3%97.0%
Beauty (massage, hair, nails)8.3%96.1%
Traditional culture (hanbok, taekwondo, cooking)8.2%95.9%
Amusement & theme parks6.7%94.7%
Nightlife & casinos5.2%94.3%
Medical treatment & check-ups5.1%96.1%
Plays, musicals & ballet3.0%93.8%
Training, education & research2.5%–
International conferences2.3%–
Local festivals1.5%93.1%
Playing sports1.1%92.9%
Watching sports0.9%91.1%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Visited palaces and historic sites, 2022–20252022 was a smaller pandemic-era survey; compare with care.
2022: 50.7% 50.7% 2022 2023: 40.4% 40.4% 2023 2024: 38.8% 38.8% 2024 2025: 35.3% 35.3% 2025
View as table
ItemValue
202250.7%
202340.4%
202438.8%
202535.3%

2022–2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.7

Where they go

Three in four visitors go to Seoul, though the share has slipped every year since 2022. The survey no longer asks which places in Seoul people visited, so the favourite-place answers are the best guide.

81.7%
visited the capital area (Seoul, Gyeonggi, Incheon)

67.3% stayed only in the capital area; 14.4% also went further.

2025 · Source

32.7%
went somewhere outside the capital area

18.3% only went outside it. By region: Gyeongsang 18.0%, Jeolla 2.3%, Chungcheong 2.2%.

2025 · Source

5.0%
named Seongsu-dong their favourite place

Up from 1.1% in 2023 and 2.5% in 2024. Among Japanese visitors: 11.5%.

2025 · Source

Provinces and cities visited% of visitors, multiple answers; all 17 provinces and metropolitan cities. Gyeonggi was 10.0% in 2024.
  1. 1 Seoul 76.8%
  2. 2 Busan 15.7%
  3. 3 Gyeonggi 11.2%
  4. 4 Jeju 9.7%
  5. 5 Incheon 6.1%
  6. 6 Gangwon 4.0%
  7. 7 Gyeongbuk (North Gyeongsang) 2.3%
  8. 8 Gyeongnam (South Gyeongsang) 2.0%
  9. 9 Jeonbuk (North Jeolla) 1.3%
  10. 10 Ulsan 1.2%
  11. 11 Daegu 1.2%
  12. 12 Daejeon 0.9%
  13. 13 Chungbuk (North Chungcheong) 0.7%
  14. 14 Jeonnam (South Jeolla) 0.6%
  15. 15 Gwangju 0.6%
  16. 16 Chungnam (South Chungcheong) 0.4%
  17. 17 Sejong 0.3%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Share who visited Seoul, 2022–20252022 was a smaller pandemic-era survey; compare with care.
2022: 82.4% 82.4% 2022 2023: 80.3% 80.3% 2023 2024: 78.4% 78.4% 2024 2025: 76.8% 76.8% 2025
View as table
ItemValue
202282.4%
202380.3%
202478.4%
202576.8%

2022–2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Favourite place on the trip — top 10% of visitors, open answer; only the top 10 is published. 2024: Myeongdong 16.1%, Gyeongbokgung 8.4%.
  1. 1 Myeongdong, Seoul 17.3%
  2. 2 Hongdae, Seoul 7.4%
  3. 3 Gyeongbokgung Palace, Seoul 7.0%
  4. 4 Seongsu-dong, Seoul 5.0%
  5. 5 Gangnam, Seoul 4.5%
  6. 6 Udo Island, Jeju 2.8%
  7. 7 Haeundae, Busan 2.4%
  8. 8 Dongdaemun, Seoul 2.2%
  9. 9 Busan (the city in general) 1.9%
  10. 10 DMZ, Gyeonggi 1.6%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.8

Length of stay and accommodation

Most trips last four to seven days, and nearly four in five visitors stay in hotels. Hotel guests stay the fewest nights: 4.3 on average.

6.5 days
average length of stay

6.7 days in 2024. Stays of 61 days or more are left out of the average.

2025 · Source

60.5%
stayed 4–7 days

18.8% stayed three days or less.

2025 · Source

79.2%
stayed in a hotel

In Seoul: 79.3%. The survey has had no separate Airbnb option since 2022.

2025 · Source

8.2%
stayed with friends or relatives

9.9% in 2024.

2025 · Source

How long they stayed% of visitors
1–3 days: 18.8% 18.8% 1–3 days 4–7 days: 60.5% 60.5% 4–7 days 8–10 days: 8.2% 8.2% 8–10 days 11–30 days: 9.2% 9.2% 11–30 days 31–60 days: 1.7% 31–60 days 61+ days: 1.7% 61+ days
View as table
ItemValue
1–3 days18.8%
4–7 days60.5%
8–10 days8.2%
11–30 days9.2%
31–60 days1.7%
61+ days1.7%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Where they stayed% of visitors, multiple answers. Seoul column: visitors who stayed overnight in Seoul. Nights exclude stays of 60+ nights.
TypeAnywhere in KoreaIn SeoulAvg nights
Hotel79.2%79.3%4.3
Friends’ or relatives’ home8.2%5.2%10.4
Guesthouse / hostel3.5%3.4%6.1
Minbak / pension (B&B)3.1%3.6%4.7
Motel / inn3.1%2.7%4.7
School or company dorm, training centre2.3%1.1%18.7
Condominium / resort1.2%1.1%6.4

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.9

Shopping

Among visitors who shopped, cosmetics top the list and take about a third of shopping spend on average. Road shops are the most-used place to buy.

71.3%
of shoppers bought perfume or cosmetics

Up from 61.6% in 2023 and 68.3% in 2024.

2025 · Source

33.9%
of a shopper’s spending went on perfume and cosmetics, on average

29.2% in 2023, 31.7% in 2024. Clothing 20.2%, food products 19.0%.

2025 · Source

11.2%
of shoppers bought K-pop star goods such as albums and photo cards

9.2% in 2024.

2025 · Source

21.1%
of shoppers bought something at a convenience store

A new answer option in 2025.

2025 · Source

What shoppers bought% of visitors who shopped, multiple answers · share of their shopping spend
  1. 1 Perfume & cosmetics 71.3%33.9% of spend
  2. 2 Food products (kimchi, seaweed, snacks) 56.2%19.0% of spend
  3. 3 Clothing 49.7%20.2% of spend
  4. 4 Shoes 16.7%4.6% of spend
  5. 5 Jewellery & accessories 13.3%3.7% of spend
  6. 6 K-pop star goods (albums, photo cards) 11.2%3.2% of spend
  7. 7 Bags 11.2%3.6% of spend
  8. 8 Ginseng & herbal medicine 10.4%3.8% of spend
  9. 9 Cigarettes 8.6%1.9% of spend
  10. 10 Traditional crafts (lacquerware, wood carvings) 8.0%2.1% of spend
  11. 11 Alcohol 5.8%1.5% of spend
  12. 12 Electronics 3.2%1.2% of spend

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Where they shoppedVisitors who shopped. Convenience stores were added as an option in 2025, so the falls for department stores (39.0% in 2024) and traditional markets (24.9%) are not like-for-like.
PlaceNamed (up to 3)First choice
Road shops (street-front stores)50.9%26.6%
Large shopping malls39.1%15.4%
Department stores34.5%15.5%
City duty-free shops26.6%14.9%
Hypermarkets23.6%8.0%
Convenience stores21.1%6.6%
Traditional markets20.5%6.8%
Airport duty-free12.7%5.9%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.10

Satisfaction and coming back

Nearly everyone leaves satisfied, and more than nine in ten plan to come back. Language is still the weakest point, though it has improved every year since 2023.

97.5%
were satisfied with their trip overall

60.9% very satisfied (59.2% in 2024). 96.5% satisfied in 2024.

2025 · Source

89.5
overall satisfaction score out of 100

4.6 on a five-point scale.

2025 · Source

92.5%
intend to return for tourism within three years

Very likely 63.2% (62.1% in 2024), likely 29.3%.

2025 · Source

96.3%
would recommend Korea to others

Very likely 64.5%, likely 31.9%.

2025 · Source

Overall satisfaction with the trip% of visitors
Very dissatisfied: 0.1% Very dissatisfied Dissatisfied: 0.1% Dissatisfied Neutral: 2.3% 2.3% Neutral Satisfied: 36.6% 36.6% Satisfied Very satisfied: 60.9% 60.9% Very satisfied
View as table
ItemValue
Very dissatisfied0.1%
Dissatisfied0.1%
Neutral2.3%
Satisfied36.6%
Very satisfied60.9%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Satisfaction with infrastructure and services% satisfied or very satisfied. Big gains on 2024 for wayfinding (from 83.2%) and travel costs (from 86.6%).
  1. Public safety 95.6%
  2. Mobile & internet access 94.7%
  3. Korean travel agencies & guides 94.4%
  4. Public transport 92.9%
  5. Digital tourist information 92.7%
  6. Accommodation 92.6%
  7. Immigration procedures 91.1%
  8. Travel costs 90.7%
  9. Tourist information services 90.5%
  10. Wayfinding (signs, maps) 87.5%
  11. Language & communication 79.3%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Satisfaction with language and communication, 2023–2025% satisfied or very satisfied
2023: 70.9% 70.9% 2023 2024: 77.2% 77.2% 2024 2025: 79.3% 79.3% 2025
View as table
ItemValue
202370.9%
202477.2%
202579.3%

2023–2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

02.11

How the top markets differ

The five biggest markets travel very differently: Japanese visitors make short repeat trips, often on flight-and-hotel packages; Taiwanese are the most likely to join group tours and to visit Busan; Americans stay longest of the five and seek out palaces; Chinese visitors favour Jeju and city duty-free shops.

12.1 days
average stay of French visitors — the longest of any market

Germany 11.4, India 11.1. Japan is shortest at 3.7.

2025 · Source

35.4%
of Japanese visitors came on a flight-and-hotel package

All visitors: 8.3%. 53.5% of Japanese visitors stayed 1–3 days.

2025 · Source

40.6%
of Taiwanese visitors came on a group tour

All visitors: 11.5%. 31.4% of Taiwanese visitors went to Busan.

2025 · Source

54.5%
of Chinese shoppers used city duty-free shops

All shoppers: 26.6%. 21.7% of Chinese visitors went to Jeju.

2025 · Source

The top five markets compared% of visitors unless stated. Shares of 2025 arrivals: China 28.9%, Japan 19.3%, Taiwan 10.0%, US 7.8%, Hong Kong 3.3%.
IndicatorAll visitorsChinaJapanTaiwanUnited StatesHong Kong
Average stay (days)6.56.43.75.38.35.6
Stayed 1–3 days18.8%16.1%53.5%6.3%6.4%8.2%
Had been to Korea before56.6%54.3%76.1%55.1%41.5%74.3%
Came mainly for leisure70.9%75.1%77.2%89.4%48.7%83.9%
Group tour11.5%9.6%3.5%40.6%5.3%6.6%
Flight-and-hotel package8.3%0.8%35.4%1.6%1.0%0.8%
Travelled alone29.5%33.7%26.4%11.7%35.5%23.5%
Visited Seoul76.8%68.1%82.2%57.1%86.3%81.9%
Visited Busan15.7%6.7%11.0%31.4%21.1%13.0%
Visited Jeju9.7%21.7%0.8%10.6%4.5%7.3%
Stayed in a hotel79.2%75.0%93.0%83.8%75.1%83.6%
Did: food & dining81.6%84.2%92.1%91.0%66.3%86.1%
Did: shopping80.3%81.7%85.8%83.8%62.1%88.7%
Did: palaces & historic sites35.3%17.1%18.7%43.2%56.9%23.3%
Did: K-pop venues & filming locations13.5%18.6%12.4%14.1%8.9%17.4%
Did: beauty treatments12.2%9.1%18.7%6.4%11.8%11.2%
Bought perfume or cosmetics (% of shoppers)71.3%82.0%68.3%72.9%57.2%71.6%
Shopped at city duty-free (% of shoppers)26.6%54.5%9.3%28.1%7.1%25.3%
Shopped at road shops (% of shoppers)50.9%41.9%61.1%55.3%44.2%54.8%
Favourite place, no. 1Myeongdong 17.3%Myeongdong 20.7%Myeongdong 19.9%Myeongdong 15.4%Gyeongbokgung 9.7%Myeongdong 26.9%
Satisfied with the trip97.5%97.5%95.7%97.7%99.1%98.0%
Plan to return within 3 years92.5%95.5%91.6%95.5%88.2%94.6%
Would recommend Korea96.3%95.0%95.3%96.2%98.6%96.5%

2025 · Source: Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

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All sources

  1. Ministry of Culture, Sports and Tourism & KCTI — 2025 International Visitor Survey (final, Jul 2026)

Figures checked · October 3, 2026