South Korea Sets Ambitious Tourism Goals, Targeting 30 Million Visitors by 2030

SEOUL — President Lee Jae Myung on Wednesday announced a comprehensive plan to revitalize South Korea’s tourism industry, aiming to attract 30 million international visitors annually by 2030. The initiative focuses on expanding tourism beyond Seoul and enhancing the overall visitor experience.

Strategic Pillars for Tourism Growth

The government’s strategy rests on two key pillars: increasing inbound tourism demand and revitalizing regional tourism. This will be supported by reforms to immigration procedures, improvements to regional airports, upgrades to lodging systems, and the development of higher-value tourism content.

K-Culture as a Catalyst

President Lee emphasized the crucial link between the burgeoning cultural industry, driven by the global popularity of K-culture, and tourism growth. “The development of the cultural industry triggered by K-culture must ultimately lead to tourism,” he stated during the Expanded National Tourism Strategy Meeting at Cheong Wa Dae. He added that leveraging K-culture’s momentum is essential for creating jobs and fostering economic growth felt across the nation. MK Korea

Addressing Regional Imbalance

A significant concern highlighted by President Lee is the concentration of tourism in Seoul. Currently, approximately 80% of foreign tourists visit the capital. The government aims to distribute tourism more evenly across the country, ensuring that local businesses and communities benefit from the industry’s growth. Yonhap News Agency

Improving the Visitor Experience

President Lee stressed the importance of addressing negative experiences that can deter tourists, such as price gouging, unfriendly service, and aggressive touting. He called for proactive measures to eliminate these practices and ensure a welcoming environment for visitors.

Government-Wide Coordination

The expanded national tourism strategy meeting included participation from key government officials, including Prime Minister Kim Min-seok, Deputy Prime Minister and Finance Minister Koo Yoon-chul, and several other ministers. The meeting marked the first time in seven years that the president has personally chaired the national tourism strategy conference, signaling a renewed commitment to the industry. Yonhap News Agency

Record Tourism Numbers in 2025

South Korea welcomed a record 18,936,562 foreign visitors in 2025, a 15.7% increase from the previous year. Total foreign tourist expenditure also rose to just over 17.4 trillion won, up 21.1% year-on-year. Yonhap News Agency

Private Sector Involvement

The meeting also included representatives from the private sector, such as Lee Boo-jin, CEO of Hotel Shilla and chair of the Korea Visit Year Committee. The Chosun Ilbo and Korean Vibe reported on her attendance.

Accelerated Timeline

Culture Minister Chae Hwi-young announced that the government is accelerating its timeline, aiming to achieve the 30 million visitor goal by 2030, one year earlier than previously planned.