International visitors to South Korea opened their wallets wider last year, and importantly, their spending is no longer concentrated solely in Seoul. New data suggests that tourism-driven consumption is increasingly benefiting regional economies across the country.
More Visitors, Faster Spending Growth
According to figures released by Orange Square, the company behind the foreigner-exclusive payment platform WowPass, user numbers climbed sharply in 2025. The platform recorded 1.97 million users, marking a 33% increase from the previous year’s 1.48 million.
Interestingly, this growth outpaced the rise in total inbound tourists, which increased by 15.7% over the same period. In other words, spending activity grew at nearly double the rate of visitor arrivals.
Transaction data reflected similar momentum. Overall payment volume rose 29%, while the number of individual transactions increased 26%.
Smaller, More Frequent Purchases
One notable trend: average spending per traveler remained relatively steady. Rather than making occasional large purchases, visitors appear to be making more frequent, everyday transactions.
This pattern suggests a shift in tourist behavior. Instead of focusing mainly on luxury shopping or high-ticket experiences, travelers are engaging more deeply in daily lifestyle spending — from coffee shops to local restaurants and convenience stores.
Beyond the Capital
Seoul has long dominated tourist activity. In 2023, the capital accounted for nearly 89% of all transactions tracked on the platform. However, that share fell to 83% last year.
Meanwhile, spending outside Seoul rose from 11% to 17%. While the capital still leads, the increase indicates that regional destinations are capturing a larger slice of tourism-related revenue.
This geographic diversification could provide a meaningful boost to local businesses in cities and provinces beyond the traditional tourist hubs.
Where Are Tourists Spending?
Food and beverage topped the list of spending categories. Korean restaurants accounted for 22% of total transactions, followed by coffee shops at 15%.
Other popular categories included:
- Cosmetics
- Fashion and apparel
- Beauty services
- Accessories
- Medical-related spending
The rise in beauty and medical purchases reflects Korea’s global reputation in skincare and aesthetic services.
First-Time vs. Repeat Visitors
Spending behavior also varied depending on how often tourists had visited Korea.
First-time visitors tended to focus on iconic attractions and traditional sightseeing activities. In contrast, repeat travelers — particularly those visiting for the third time or more — spent less on tourist site admissions and more on everyday experiences.
Frequent visitors showed consistent spending at:
- Local eateries
- Convenience stores
- Cafés
- Lifestyle and daily-use retailers
This suggests that returning travelers are integrating more naturally into local consumer culture rather than limiting their activity to major attractions.
A Broader Economic Impact
The data points to a broader transformation in Korea’s tourism economy. Visitor spending is no longer confined to major landmarks or luxury shopping districts in Seoul. Instead, it is spreading into neighborhoods, regional cities and small businesses.
If the trend continues, tourism could play an increasingly important role in supporting local economies across the country — not just in the capital.
With international travel steadily recovering and repeat visitation rising, Korea appears to be moving toward a more diversified and sustainable tourism spending model.