South Korea inbound tourism surge

South Korea’s post‑pandemic tourism recovery kept accelerating through 2024, with foreign arrivals and spending climbing across the country. After May 2024 saw 1.945 million visitors – 31 % above the 2019 level – and a 21 % year‑on‑year rise in the January‑May total, the momentum extended to regional hubs.

Busan recorded a historic surge in the first quarter of 2024, welcoming 1,023,946 foreign tourists – the highest total since the city began publishing data in 2014 and the fastest to reach one million. The largest groups came from Taiwan (209 k), China (198 k) and Japan (132 k), with notable numbers from the United States, Vietnam, the Philippines, Hong Kong and Indonesia. Visitor spending jumped 26.4 % YoY to 2.355 trillion won.

City officials credit expanded cruise tourism, the “Visit Busan Pass” programme, partnerships with LINE and Alipay, and targeted marketing for the growth. A Yanolja Research survey gave Chinese visitors a 4.723‑point satisfaction rating, the highest among eight major Asian cities. Popular attractions such as Haeundae, Gwangalli, Gamcheon Culture Village, the Blue Line coastal train, Busan X the SKY observatory, yacht tours and the Skyline Luge fueled the buzz, even spawning the viral “Busan disease” term on social media in Taiwan, China and Japan.

The record‑setting performance in Busan underscores the broader diversification and strengthening of South Korea’s inbound tourism market.