[Joyongjun's Manri Yodam] What It Takes for Korea to Become a 'Revisit' Destination Year

The Newly Launched 'Year of Visit Korea'

Goal to Attract 30 Million Visitors by 2027

Basics Like Orderliness and Kindness Increase Favorability

June 1955 marks the day when foreign group tourists first entered South Korea. Thirty-one tourists, brought in by Daehan Travel Agency, arrived at Busan Port aboard the French cruise ship Laos. They toured the famous Dongnae Hot Springs in Busan and watched folk performances. The following year, Daehan Travel Agency extended the visit of about 40 members of the American Express tour group, who were originally scheduled to visit only Japan, to Seoul.

This is how international tourism in Korea began with the arrival of foreign groups. Along with this, the government declared 1961 as the first Year of Visit Korea at the Cabinet meeting on December 7, 1960.

Sixty-two years have passed since the first declaration of the Year of Visit Korea. During this time, South Korea's international competitiveness and status in tourism have risen to unimaginable levels through the diverse growth of Hallyu culture, including K-pop, K-dramas, and K-food.

The number of foreign tourists, which started at 31 in 1955, is incomparable. The 2010-2012 Year of Visit Korea campaign ushered in the era of 10 million foreign visitors. The record high was about 17 million in 2019, just before the outbreak of COVID-19. The pandemic wiped out 94% of visitors, and the current recovery rate remains around 30%.

The 2023-2024 Year of Visit Korea has begun. The government has declared its intention to attract foreign tourists through various attractions and convenient services. The goal is to achieve 30 million foreign visitors and $30 billion in tourism revenue by 2027.

Kim Jang-sil, President of the Korea Tourism Organization, said at the New Year meeting, "2023 is a year to promote a new leap forward in the tourism sector," adding, "We will lay the foundation for successfully attracting 30 million foreign visitors by 2027 through collaboration with local governments and the private sector."

Recent global travel platform reports show Seoul ranking 4th worldwide among the most searched travel destinations, reflecting Korea's elevated status as a tourist destination. The popularity of Hallyu culture and the related content industry playing a major role in the tourism sector is also encouraging.

While first-time visitors to Korea are important, repeat visitors are even more crucial. I recently read an article stating that the proportion of tourists expressing intent to revisit Korea is surprisingly low.

When traveling, there are countries that uniquely attract you?not because they are special or have breathtaking scenery, but because they naturally inspire a desire to return.

According to an Interpark survey, from October 11 last year, when visa-free travel to Japan was allowed, to January 11 this year, the number of airline tickets issued for Japan routes increased by 384% compared to the same period in 2019 before the COVID-19 outbreak.

Overseas travel is about going with a certain fantasy about the country. Motivations vary, but ultimately travelers tend to head to countries they have some degree of favorability toward. The surge in travelers to Japan following the visa-free travel allowance clearly demonstrates this favorability.

Our reality is not easy. Although things have improved, news frequently reports about overcharging and unfriendliness from airports to restaurants. If a trip is satisfying, favorability toward that country continues, but dissatisfaction easily shakes that favorability. It can even change depending on the guide or people you meet.

While it may be difficult to expect an immediate increase in favorability, the 2023-2024 Year of Visit Korea campaign, launched in the post-COVID era, is therefore important. We hope this will be a year when Korea’s tourism takes a leap forward through the right government tourism policies and mature civic consciousness.