South Korea Aims for 30 Million Tourists by 2030 with K-Culture Boost

SEOUL — South Korean President Lee Jae Myung has launched a push to overhaul the nation’s tourism sector, aiming to attract 30 million foreign visitors and redistribute tourism revenue beyond the capital city. The initiative, unveiled during the Expanded National Tourism Strategy Meeting on Wednesday, focuses on expanding inbound tourism demand and revitalizing regional economies through strategic reforms.

President Lee emphasized the critical link between the burgeoning K-culture phenomenon and increased tourism, stating that the success of the cultural industry “must ultimately lead to tourism.” This sentiment underscores a broader strategy to leverage South Korea’s cultural exports – including music, television, and film – to drive international travel. The government aims to move beyond simply increasing visitor numbers and focus on qualitative growth, enhancing the overall tourism experience and maximizing economic benefits for local communities.

A Shift in Presidential Focus

The President’s direct involvement in the National Tourism Strategy Conference is significant. It marks the first time in seven years – since 2019 – that a South Korean president has led the meeting, which had previously been chaired by the prime minister since the Moon Jae In government. This shift signals a heightened level of government commitment to the tourism sector and a recognition of its potential as a key economic driver. The meeting included over 60 attendees, including Deputy Prime Minister and Minister of Finance and Economy Koo Yoon-chul, and Lee Boo-jin, President of Hotel Shilla and Chairman of the Korea Visit Year Committee.

Two-Pronged Strategy for Tourism Growth

The government’s plan centers around two key pillars: boosting inbound demand and revitalizing regional tourism. To achieve these goals, officials are outlining reforms to several key areas, including immigration procedures, regional airport infrastructure, lodging systems, and the development of higher-value tourism content. A core concern is the current concentration of tourism in Seoul, with approximately 80 percent of foreign visitors currently flocking to the capital. President Lee stressed the need to distribute tourism opportunities and benefits more equitably across the country.

Addressing Traveler Concerns

President Lee also addressed concerns about negative experiences reported by tourists, specifically highlighting issues like price gouging, unfriendliness, and aggressive touting. He called for proactive measures to eradicate these practices, emphasizing that such abuses ultimately harm local economies and damage South Korea’s reputation as a welcoming destination. This focus on improving the visitor experience is a crucial component of the government’s strategy to attract higher-spending, more discerning tourists.

Numbers Reflect Rising Tourism

The push for tourism growth comes as South Korea is already experiencing a surge in visitor numbers. In 2025, the country welcomed approximately 18.93 million foreign tourists, a 15.7 percent increase from the 16.37 million visitors recorded in 2024. This growth has also translated into increased tourism revenue, with foreign tourist expenditure exceeding 17.4 trillion won in 2025, a 21.1 percent increase from the previous year. The Korea Herald reports that these figures demonstrate the potential for further expansion, but also highlight the need for strategic investment and policy changes to support sustainable growth.

What’s Next: A Coordinated Government Effort

Following the strategy meeting, various government ministries are tasked with implementing specific reforms. The Vice Justice Minister is leading efforts to streamline immigration procedures, while the Minister of Land, Infrastructure and Transport is focused on upgrading regional airports to accommodate increased inbound traffic. The acting Oceans Minister is developing measures to enhance cruise tourism infrastructure, and the Finance Minister is spearheading initiatives to combat price gouging. The government has accelerated its timeline, aiming to reach the 30 million visitor goal by 2030, one year earlier than previously planned.

This coordinated, pan-government approach signals a serious commitment to transforming South Korea’s tourism landscape. The success of this initiative will depend on effective implementation of these reforms and a continued focus on enhancing the visitor experience. Yonhap News Agency detailed the scope of the meeting and the involvement of key government officials.

The government’s strategy also builds on the existing framework of the Korea Visit Year Committee, led by Hotel Shilla President Lee Boo-jin. The Chosun Ilbo reported on the interaction between President Lee and Lee Boo-jin during the meeting, highlighting the importance of private sector collaboration in achieving the tourism goals.