South Korea has announced a sweeping reset of its tourism strategy, rolling out visa reforms, transportation upgrades and tougher consumer protections as part of an ambitious push to attract 30 million international visitors annually.
The policy package, revealed at the 11th National Tourism Strategy Meeting led by President Lee Jae-myung and attended by Prime Minister Kim Min-seok along with senior officials and industry representatives, signals a coordinated, government-wide effort to elevate tourism into a core national growth engine.
Easing Entry Barriers
A central pillar of the new plan focuses on simplifying entry procedures. Travelers from Indonesia will be granted visa-free access on a trial basis when arriving in groups of three or more. In addition, repeat visitors from China and Southeast Asian countries will become eligible for five-year multiple-entry visas, while residents of major cities in those nations may apply for 10-year visas.
Automated immigration gates — currently available to visitors from 18 countries such as Japan, Singapore and Australia — will also be expanded to include nationals from European Union member states. The move is expected to reduce wait times and improve the arrival experience for European travelers.
Competing in a Booming Regional Market
The announcement comes at a pivotal moment for Korea’s tourism industry. In 2025, the country welcomed more than 18 million inbound visitors, surpassing its pre-pandemic record of 17 million and marking roughly 15% growth compared to the previous year.
Yet the regional landscape is highly competitive. Neighboring Japan has seen a dramatic tourism surge, recording 43 million arrivals in the same period — a nearly 16% year-on-year increase — aided in part by a historically weak yen that has made travel more affordable.
Korean officials believe the global popularity of Korean pop culture — spanning music, film, food and beauty — presents a unique opportunity to narrow that gap. Culture Minister Chae Hwi-young described the current moment as a “golden time” for tourism, launching a new initiative titled “K-Tourism Embraces the World.”
Expanding Access Beyond Seoul
Another major focus of the overhaul is redirecting visitors beyond the capital.
The Ministry of Land, Infrastructure and Transport plans to significantly increase direct international flights to regional airports by allocating dedicated air traffic rights and offering fee incentives to airlines. Domestic connecting routes between Incheon International Airport and regional hubs will also be added.
Ground transportation improvements are part of the package as well. Late-night airport bus services — currently concentrated in the Seoul metropolitan area — will be extended to Chungcheong and Gangwon provinces. Advance booking windows for KTX high-speed rail tickets will also be expanded, allowing travelers to plan trips outside Seoul more easily.
Addressing Accommodation Gaps
To tackle the persistent shortage of quality lodging in regional areas, oversight of accommodations will be consolidated under the culture ministry. Authorities plan to introduce a new Accommodation Promotion Act along with a national quality certification system.
In a nod to global best practices, the government aims to develop a Korean adaptation of Spain’s “parador” concept, transforming traditional homes, temples and folk villages into high-end heritage stays that blend authenticity with modern comfort.
Cracking Down on Price Gouging
The tourism push also includes strict consumer protection measures to repair concerns about overcharging.
Businesses that fail to clearly display or honor listed prices could face immediate suspension. A new pre-registration system will require accommodation providers to declare seasonal rates in advance, while rental car companies on Jeju Island will face caps on peak-season price increases. Hotels that cancel reservations without legitimate cause may also face penalties.
Officials emphasized a zero-tolerance stance toward exploitative practices, arguing that sustainable tourism growth depends on maintaining trust.
A Long-Term Vision: Visit Korea Year
Looking ahead, the government will launch a “Visit Korea Year” campaign from 2027 to 2029. The initiative will spotlight lifestyle-oriented travel experiences — from K-beauty and K-food trails to hiking routes and cultural immersion programs — reflecting a shift in traveler preferences toward living like locals rather than simply visiting landmarks.
President Lee underscored that tourism should be treated as a strategic national industry capable of generating economic spillovers across regional communities, not just central Seoul. Beyond revenue, he framed tourism as part of Korea’s broader cultural diplomacy — a way to transform global enthusiasm for K-culture into meaningful, on-the-ground experiences.
With streamlined visas, expanded transport links and tighter consumer safeguards, Korea is positioning itself to compete more aggressively in the global travel market — and to ensure that the benefits of tourism are shared nationwide.