BTS may bring tourists in, but Korea's layered experiences make them stay

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BTS may bring tourists in, but Korea's layered experiences make them stay

Published: 31 Mar. 2026, 19:00

WOO JI-WON
[email protected]

Audio report: written by reporters, read by AI

BTS performs during its comeback show at Gwanghwamun Square in central Seoul on March 21. [BIGHIT MUSIC]

[INTERVIEW]

BTS may have sparked thousands of visits to Korea, but the country's layered offerings — from medical tourism to culinary experiences — are what ultimately sustain its tourism industry, according to a Trip.com executive.

“Korea as a destination is gaining a lot of attention, especially over the last few weeks due to BTS's performance,” said Boon Sian Chai, the managing director and vice president of international markets at Trip.com Group, in an interview with the Korea JoongAng Daily in central Seoul last Thursday.

To celebrate its return after nearly four years, BTS held a free show at Gwanghwamun Square in central Seoul on March 21, a day after releasing its fifth studio album “Arirang.” In response, accommodation bookings on Trip.com surged 52 percent on year from March 19 to 22, and those within 5 kilometers (3.1 miles) of Gwanghwamun Square jumped 64 percent.

Boon Sian Chai, the managing director and vice president of international markets at Trip.com Group, speaks during an interview with the Korea JoongAng Daily in central Seoul on March 26. [TRIP.COM]

However, Chai emphasized that BTS is only part of a broader wave that is driving interest in Korea's tourism.

“It's not just BTS. It's Blackpink. It's Seventeen. It's also 'Culinary Class Wars' (2024-), 'Squid Game' (2021-25) and so on,” he said. “Korea as a culture and as a country is garnering a lot of attention.”

Thanks to this growing interest, Korea has emerged as one of Trip.com's top five global destinations.

According to a Trip.com report released in January, Korea ranked among the top three most preferred destinations worldwide, alongside Japan and Thailand. To accommodate the increased rate of inbound travel driven by K-content and major K-pop acts, Trip.com has expanded its package deals to include not only flights and hotels but also tickets to concerts and cultural activities.

A worker demonstrates the facial analysis system at a medical promotional area in Seoul Tourism Plaza in Jongno District, central Seoul. [JOONGANG ILBO]

Still, Korean pop culture alone is not enough to sustain tourism, though it may serve as an entry point. What keeps visitors engaged is Korea's broader range of offerings, Chai said.

“One is medical tourism,” he said. “Many countries offer medical tourism, but Korea stands out in terms of quality, control and standards.”

“On top of that, there is a rich mix of history, culture and food,” Chai continued, highlighting “very localized” Korean dishes such as dak hanmari (whole-chicken soup) and budae jjigae (spicy sausage stew).

Despite the popularity, Korea's tourism industry remains heavily concentrated in Seoul and Busan — in contrast to Japan, where travelers are more widely dispersed across regions.

But Chai said that signs of change are steadily emerging.

Customers are crowded inside the bakery Sungsimdang in Daejeon. [JOONGANG ILBO]

Accommodation bookings in Daejeon surged 188 percent on year between March 19 and 22, and Busan recorded an 85 percent increase over that same period.

Daejeon is turning into a popular stop for travelers, largely thanks to its iconic bakery Seongsimdang, which is only available in the city. Busan, meanwhile, remains a bustling coastal destination known for its beaches, temples and lively markets. BTS is also set to hold concerts in Busan in June as part of its world tour.

Cities such as Goyang and Sokcho have also seen rapid rises in popularity. Based on Trip.com's accommodation booking data from last year, Goyang and Sokcho recorded a 133 percent and 90 percent on-year increase, respectively.

Of course, there is still room for improvement, according to Chai.

Boon Sian Chai, the managing director and vice president of international markets at Trip.com Group, poses for a photo after an interview with the Korea JoongAng Daily in central Seoul on March 26. [TRIP.COM]

One issue Chai pointed out was a longstanding problem of navigation difficulties, but he expressed optimism over the Korean government's recent move to allow the export of high-precision map data, a change expected to improve Google Maps' functionality in the country.

“For many years, foreign travelers struggled with navigation in Korea because Google Maps was not fully integrated,” he said. “I think access to Google Maps is going to [...] help travelers to navigate around Korea.”

Chai also highlighted underutilized infrastructure, such as Cheongju International Airport in North Chungcheong, which has multiple international routes but lacks visibility.

“There are actually many flights from international cities into Cheongju,” he said. “But I don't think it has had enough publicity.”

Cheongju International Airport in North Chungcheong [YONHAP]

“Those international cities include Da Nang and Nha Trang in Vietnam; Tokyo and Osaka in Japan; the Philippines; Bangkok; and Taipei,” he continued before suggesting that better promotion could help distribute tourist traffic across Korea.

Looking ahead, Chai expects event tourism to remain a key growth driver in Korea's tourism, extending beyond K-pop and K-content to include sporting events.

“I think event tourism, whether it's F1, World Cups, other sports events or concerts, will drive travel demand.”

Food, meanwhile, will remain central, Chai added.

Searches related to Seoul fine dining have been rising, increasing 22.2 percent from Singapore, 21.7 percent from Japan, 17.9 percent from Thailand and 15.7 percent from Hong Kong in January compared to the previous month.

“Travel cannot run without food.”

BY WOO JI-WON [[email protected]]