--- title: "The Roadmap to 50 Million Tourists in Korea" description: "Inbound tourism outlook and China travel trends" published: 2023-09-27T10:00:00+00:00 author: "ONDA 편집팀" category: "Insights" image: "https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65d618404de1d241adbc6b2f_Frame_56.jpg" canonical: https://global.onda.me/en/blog?slug=2024nyeon-banghan-gwangwang-hwalseonghwareul-wihan-haegsim-jeonryag locale: en --- # The Roadmap to 50 Million Tourists in Korea Fifty million inbound tourists. Could Korea really pull that off? To put it in perspective: that's more than [Japan's 2025 goal of 30 million](https://m.naeil.com/m_news_view.php?id_art=470123), and well ahead of their 2030 target of 40 million. That number came up in the opening keynote at the 2023 Korea Tourism Business Forum (hosted by Korea's Ministry of Culture, Sports and Tourism and Korea Tourism Organization) — delivered by Interpark Triple. Honestly? Korea becoming a bigger tourism draw than Japan still doesn't feel real. So how did Interpark Triple get there? And where does China — Korea's biggest inbound market by far — actually stand right now? ![(Source: 2023 Korea Tourism Business Forum)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407eef2392ef112644f43_6513de607c37769a75ee5ec2_EC_9D_B4_EB_AF_B8_EC_A7_800.png) ### **50 million inbound tourists? It hinges on regional travel products** ![(Primary source: Interpark Triple presentation | Secondary source: ONDA)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407eef2392ef112644f4a_6513de82934cfec90438dc03_EC_9D_B4_EB_AF_B8_EC_A7_801.jpeg) "Interpark Triple believes Korea can reach 50 million inbound tourists within five years. There are three keys to making that happen," said Kim Yeon-jeong, CPO at Interpark Triple. "We need K-package products linked to regional international airports and local governments — offering differentiated experiences. **The key is activating travel beyond Seoul, to regional cities**." Think how Japan diversified its tourism: Tokyo, Osaka, Sapporo, Okinawa. Korea needs that kind of regional product development. "Currently, 80% of foreign tourists coming to Korea are FIT (free independent travelers). **How easy we make it for them to explore Korea** will define inbound growth." "We need to activate **experiential tourism** — K-pop dance classes, makeup tutorials, things tourists can actually do. And we should develop premium travel products targeting upper-mass and affluent travelers to elevate Korea's status as a destination." Kim pointed to language and transportation as the biggest pain points for FIT travelers. **Solving those friction points** matters. "Tourism as an industry is undergoing digital transformation. But 70% of it still lives offline. How quickly and widely we can reach global travelers depends on **how we digitalize**." She emphasized the importance of **digital transformation** to cut inefficiencies and the role of **travel platforms** in creating and distributing diverse products globally. "Fifty million might sound reckless. But if Korea's tourism industry seizes this moment and commits, we're looking at a ₩300 trillion opportunity — bigger than semiconductors or automotive." ### **China's outbound tourists have changed** China is the linchpin for Korea's inbound outlook. The next session laid out China's outbound market trends and travel behavior shifts. Kim Ji-woong, Director at Trip.com Group, unpacked China's outbound and Korea's inbound market using data from 500 million customers. ![(Primary source: Trip.com Group presentation | Secondary source: ONDA)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407eef2392ef112644f50_6513deeb6fed6145b95c5bd9_EC_9D_B4_EB_AF_B8_EC_A7_802.jpeg) "Over the past three years, China's outbound travel has transformed. **Safety, experience, value, distance, and schedule flexibility** are now top priorities for Chinese consumers. Korea ticks all those boxes." Kim outlined four travel preferences among Chinese tourists: 1) Niche, offbeat destinations 2) Relaxed healing trips 3) Serendipitous discoveries 4) Deep, immersive exploration. "Chinese travelers no longer want crowded, cliché spots. They want **destinations that match their taste** and **personalized itineraries**. The surge in search volume for tier-3 cities over tier-1 cities proves this." "Travel motivations have shifted too. People are avoiding physically exhausting trips. Search volume for **wellness travel** — hotel staycations, food tours, nature escapes — has spiked." "They're moving away from rigid itineraries toward **flexible, personal trips**. Sales of flexible travel products are rising." Kim gave the example of stumbling on a hidden cafe with a great view in an alley. Chinese tourists want **unplanned, authentic moments** — not pre-packaged schedules. "They value meaningful, culturally immersive experiences. Demand is rising for **local lifestyle experiences** — public transit, local eateries, neighborhood tours." Chinese tourists' preferences have fundamentally changed from pre-pandemic patterns. **FIT travelers seeking unique, self-designed trips** are the ones to watch. ### **What do Chinese tourists expect from hotels?** "In 2019, 3-night/4-day trips were most common. In 2023, 1-night/2-day and 2-night/3-day short trips have noticeably increased." "Korea hotel bookings have climbed steadily since early 2023, surpassing 2019 levels by April." Across the board, **average room rates are up 30%+ vs. 2019, and demand for 4- and 5-star hotels has grown slightly**. At the same time, Kim stressed three must-haves to meet rising Chinese traveler expectations: 1) Stronger Chinese-language content and guest services 2) Convenient payment options like WeChat Pay and Alipay 3) Online review scores of 80+ (out of 100) as a baseline. ![(Primary source: Trip.com Group presentation | Secondary source: ONDA)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407eef2392ef112644f57_6513df840504148b35725b5c_EC_9D_B4_EB_AF_B8_EC_A7_803.jpeg) ![(Source: Trip.com Group presentation)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407eef2392ef112644f53_6513df9b7c37769a75ef63bd_EC_9D_B4_EB_AF_B8_EC_A7_804.png) Kim closed by outlining **what Korea's hotel and tourism sectors need to prepare for 2024 inbound growth**. "From a product standpoint: family travel, niche experiences, privacy, value, and flexibility. And we need seamless infrastructure — flights, transport, payments, language support." He warned that bad experiences will spread fast via social media and hurt future arrivals. Ensuring a great trip is paramount. **"To capture (Chinese and global) travelers' attention, tell your story — your hotel's history, philosophy, brand identity. Offer experiences beyond accommodation, and you'll boost awareness and drive repeat visits."** Finally, he called for **long-term hotel marketing**. Don't just run holiday promotions. Build sustained campaigns. "To attract inbound guests, you need sustained brand presence. Tell your story in series, not one-offs." **"If you plan long-term marketing projects now and prepare for 2024, you'll ride the inbound wave."** --- That wraps our recap of two keynotes from the 2023 Korea Tourism Business Forum: Interpark Triple's vision for 50 million inbound tourists and Trip.com Group's outlook on Korea-China travel in 2024. As Korea's inbound tourism rebounds post-pandemic, these insights are invaluable. ![(Source: ONDA)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407eef2392ef112644f4d_6513dfedc0d6381904353f82_IMG_2087.jpeg) _※ This content is excerpted and edited by ONDA from presentations at the 2023 Korea Tourism Business Forum Tourism Insight Conference. Some wording and order have been adjusted for clarity. Special thanks to the Korea Tourism Organization, CPO Kim Yeon-jeong, and Director Kim Ji-woong for their permission._