This year, South Korea has welcomed over 10 million foreign tourists in the first half, marking a significant growth in the tourism market. Spending by these visitors has also increased, with monthly credit card expenditures reaching record highs, prompting the government to promote K-beauty to further enhance the quality of the tourism market in the second half of the year.
◆ Credit Card Spending Surpasses 2 Trillion Won for the First Time
According to the Ministry of Culture, Sports and Tourism, the number of foreign tourists visiting South Korea surpassed 10 million as of June 20, the third weekend of June. This figure was achieved about a month earlier than last year's milestone, which was reached in mid-July. From January to May, the cumulative number of visitors stood at 8.717 million, a 21% increase compared to the same period last year.
The rise in tourist numbers has coincided with increased spending. In May, foreign tourists' credit card expenditures in South Korea, including online purchases, totaled 2.1222 trillion won. This marks the first time monthly spending has exceeded 2 trillion won since relevant statistics began in 2018. The cumulative credit card spending from January to May also saw a 47.3% increase year-on-year, reaching 7.9845 trillion won.
The diversification of the inbound tourism market is also notable. As of May, China (563,600 visitors) and Japan (357,530 visitors) maintained their positions as the largest sources of tourists, while Taiwan (191,795 visitors) saw a 27.6% increase compared to the previous year, and Hong Kong (59,888 visitors) increased by 16.6%. Tourists from the Americas (206,303 visitors) and Europe (149,807 visitors) also rose by 16.5% and 24.1%, respectively, indicating a recovery in long-distance markets.
The routes for tourist arrivals are becoming more varied. In May, the number of arrivals at regional airports reached 361,473, a 32.0% increase compared to the same period last year, significantly outpacing the growth rate of arrivals at metropolitan airports (15.7%). This suggests a shift in demand from metropolitan areas to regional destinations.
◆ K-Beauty Festival to Enhance Tourism Demand
The government plans to continue this growth by prominently featuring K-beauty, which is highly favored by foreign tourists. The Ministry of Culture and the Korea Tourism Organization will host the 2026 Korea Beauty Festival from June 24 to July 19 at the Hi-Ker Ground in Seoul.
The event will feature experiential programs and promotional booths focused on K-beauty, including makeup, hair, medical, and wellness themes, allowing foreign tourists to directly experience Korean beauty culture and purchase related products and services.
In collaboration with domestic and international online travel agencies (OTAs), a special exhibition for K-beauty tourism products will run until September 30. This exhibition will showcase over 800 tourism products related to makeup, hair, and skincare, aiming to attract both new and returning visitors.
Kang Jeong-won, head of the tourism policy division at the Ministry of Culture, stated, "Despite the rise in fuel surcharges due to the Middle East situation, the total number of foreign visitors to South Korea has increased by 21% compared to last year by May, and we have surpassed 10 million in mid-June, demonstrating a solid growth trend in inbound tourism. We will expand cooperation with private sectors, including K-pop artists and export companies, to promote the appeal of Korean tourism to more foreign visitors."
* This article has been translated by AI.
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