*This content was translated by AI.
The Korea Tourism Organization (KTO), led by President Park Seong-hyeok, held the "2nd Recent Korean Tourism Data Seminar" on the 27th at The Plaza Hotel Seoul. Following the first seminar in May, this session focused on "regional tourism," using data to examine changes in the tourism market and directions for on-the-ground responses.
The event was attended by over 500 participants, including local governments across the country with a strong interest in utilizing KTO's Korea Tourism Data Lab, the Ministry of Culture, Sports and Tourism, and representatives from academia and industry. Building on the high demand seen during the first seminar, which saw early closure of registration, KTO significantly expanded the venue to accommodate the increased number of participants.
In his opening remarks, KTO President Park Seong-hyeok analyzed key trends in the inbound tourism market for the first half of this year using data. As of July this year, 12.8 million foreign tourists visited Korea, marking a 21.3% increase compared to the same period last year, with notable growth in arrivals through regional airports and an expansion in foreign visitor spending.
The first session highlighted regional airports as new gateways for regional tourism. Among foreign visitors to Korea in the first half of 2026, 20.7% arrived via regional airports such as Cheongju, Daegu, and Gimhae, indicating that one out of every five visitors enters through these airports. In particular, Cheongju Airport saw a 109.1% surge in arrivals compared to the same period last year, attributed to the expansion of low-cost carrier (LCC) services and a sharp rise in Taiwanese tourists.
Taiwan was presented as a representative success story for activating regional airports. As a result of KTO's Taipei office gradually expanding its marketing efforts from Busan-centered initiatives to cover the southern region, arrivals from Taiwan through Gimhae Airport increased by 157.5% in 2025 compared to 2023. Last year, in collaboration with seven local governments in the southern region under the theme "Year of Southern Tourism," KTO developed 360 travel packages and attracted 70,000 visitors, creating a leading example of tourism activation through inter-regional cooperation. In April this year, KTO established a task force involving 29 departments to comprehensively promote the development of tourism content, attraction of flight routes, and infrastructure improvements centered around Cheongju and Daegu airports.
The following session examined "recent accommodation trends," analyzing recent changes in Korea's domestic accommodation market. Data confirmed that the domestic accommodation market has consistently grown over the past three years, driven primarily by foreign demand, with performances such as concerts and sports events serving as key reasons for one-night stays. In a special session featuring Studio Dragon, strategies to connect K-dramas with regional tourism demand were also shared. Detailed analysis from the presentation and the second issue of "Recent Korean Tourism Report" will be available on the Korea Tourism Data Lab starting from the 28th.
KTO President Park Seong-hyeok stated, "As new tourism touchpoints such as regional airports, local communities, and K-content are increasingly translating into actual demand, it is crucial to accurately interpret changes through data and find effective solutions for the field." He added, "Moving forward, we will continue to collaborate with industry and academia to generate high-quality data and expand opportunities to share on-the-ground voices, fulfilling our role as a tourism policy partner that provides practical support to local regions."
Meanwhile, KTO plans to hold its third seminar in November. The event will focus on the rapidly growing medical tourism market, aligning with current trends in K-beauty and wellness.
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*This content was translated by AI.
