South Korea has reached a historic milestone in inbound tourism, welcoming its 18.5 millionth foreign visitor of the year on Tuesday — the highest annual total ever recorded and a clear sign of recovery beyond pre-pandemic levels.
According to the Ministry of Culture, Sports and Tourism, the figure surpasses the previous record of 17.5 million visitors set in 2019, before COVID-19 disrupted global travel. With the year not yet over, the government projects that total inbound tourists will reach 18.7 million by Dec. 31, establishing a new all-time high for 2025.
The government attributes the surge largely to the global popularity of K-culture and the tourism sector’s strategic use of pop culture-driven marketing. Rather than a one-size-fits-all approach, tourism authorities implemented tailored strategies by region and demographic.
For Taiwanese tourists, cities such as Busan and Daegu emphasized leisure-focused experiences centered on food and sports. To encourage repeat visits from Japan, campaigns targeted women in their 20s and 30s. Programs for Chinese group tourists were customized, particularly for women aged 20 to 40, while visitors from the Middle East and broader Asian regions were reached through collaborations with online travel agencies promoting K-culture content.
To mark the achievement, the government will host a ceremony titled “K-Tourism, Embracing the World,” where Prime Minister Kim Min-seok will present awards to 23 individuals from the tourism industry who have contributed to revitalizing the domestic tourism market. In addition, the Minister of Culture’s Merit Award will be given to 80 individuals and five companies recognized for their significant role in attracting foreign visitors and generating foreign currency.
Separately, the Culture Ministry will hold a welcoming event at Incheon International Airport on Tuesday for the symbolic 18.5 millionth visitor — Sharmaine Lee from Singapore. She will receive a congratulatory message from Second Vice Culture Minister Kim Dae-hyun.
“We extend our gratitude and congratulations to everyone in the tourism industry who persevered to strengthen the market,” Prime Minister Kim said in a statement.
“In an era where K-culture is reshaping global trends, we must not only sustain this growth but also deepen the quality of our tourism,” he added. “The government will continue efforts to build Korea into an advanced tourism nation, accelerating our goal of attracting 30 million visitors annually ahead of the 2030 target."
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