Home > Culture > Food & Travel

K-culture 'primary' driver for seventy-five percent of global visitors, says Airbnb

Published: 28 Apr. 2026, 19:21 Updated: 29 Apr. 2026, 14:40

WOO JI-WON
[email protected]

Boy band Cortis at “Cortis’ Seoul Hideout,” curated by Airbnb [AIRBNB]

Seven in 10 global travelers say K-culture drives their trips to Korea, with K-pop a key motivator for many Gen Z travelers, Airbnb found.

Airbnb unveiled its report, “Korea Calling: How K-Culture is Driving a New Generation of Travelers into Korea,” based on a survey of 4,500 global travelers from nine countries, including the United States and Malaysia, who have either visited Korea or plan to visit.

According to the report, 94 percent of respondents said K-culture has influenced their interest in traveling to Korea, while 75 percent of those surveyed identified it as the primary factor behind their decision.

Among Gen Z in particular, K-pop stood out as a top motivator, with 36 percent of Gen Z respondents naming it as their primary reason for travel, while 35 percent said they prioritize K-pop and entertainment experiences during their visit.

Airbnb's Asia Pacific chief Sharon Chan speaks during a press conference held in Seongdong District, eastern Seoul, on April 28. [AIRBNB]

“I've seen really how Korean culture has just grasped the world,” said Airbnb's Asia Pacific chief Sharon Chan, who previously spent seven years at Netflix before joining Airbnb, at a press conference held in eastern Seoul on Tuesday. “K-pop is really taking over [...] so now at Airbnb, we're seeing how this really drives travel demand.”

Recognizing this demand, the accommodation platform has been working with K-pop artists to turn fandom into deeper, more immersive travel experiences, with its latest collaboration featuring boy band Cortis.

Airbnb launched a unique experiential space titled “Cortis' Seoul Hideout” to celebrate “RedRed,” the lead track from the group's second EP, “GreenGreen,” where selected fans can explore themed spaces curated in Seongdong District, eastern Seoul, through three exclusive offerings available only on Airbnb.

Boy band Cortis at “Cortis’ Secret Space in Seoul,” curated by Airbn. [AIRBNB]

Up to 30 selected guests will participate in block-building games with Cortis members and engage in immersive experiences reflecting the group's creative identity, such as UV clue-finding missions and a mail room bingo game, which the members also helped design. One lucky selected guest team will be given the chance to stay overnight in the same space. A pop-up event will also run from Friday to May 7, allowing more than 1,000 visitors to tour the venue.

The platform has also been rolling out other initiatives, including culture-based immersive content, which previously transformed iconic landmarks into accommodations, and expanded fandom-driven travel through concert-linked programs.

“At Airbnb, our role is clear,” said Airbnb Korea country manager Seo Ga-yeon. “We help ensure that global fans' curiosity doesn't remain a fleeting interest, but turns into a meaningful travel experience.”

Airbnb Korea country manager Seo Ga-yeon speaks during a press conference held in Seongdong District, eastern Seoul, on April 28. [AIRBNB]

The latest survey also found that 91 percent of respondents said experiencing authentic local culture is important when visiting Korea. “They don't just want to check things off the box,” Chan said. “What this shows is that it's no longer just about consuming Korean content,” she added. “What they want now is to really experience Korean culture [...] in person.”

A growing interest in destinations beyond Seoul was also highlighted, although actual visits to regional cities stayed limited. While 74 percent of respondents said they want to visit regions outside the capital, 66 percent of actual visitors to Korea said they stayed mostly in the capital city despite their desire to explore other areas.

The key barrier, according to Chan, is accommodation.

“We find that the interest in traveling and exploring outside of Seoul only translates that people have the right places to stay,” she said. Eighty-three percent of prospective travelers said their decision to explore outside major cities depends on the availability of suitable accommodations.

However, the supply of such accommodations in regional areas remains limited.

During a panel session at the conference, Chae Bo-young, head of the Korea Guesthouse Association and a guesthouse operator himself, pointed to several regulatory hurdles that make it difficult to run and expand guesthouses, including strict residency requirements for hostel operators, building regulations and mandatory consent from local residents.

Head of the Korea Guesthouse Association Chae Bo-young, second from right, as seen during a panel session held at Airbnb's press conference on April 28. [AIRBNB]

“These regulations are deeply intertwined with various stakeholder groups, making them difficult to resolve,” Chae said. “Since the Ministry of Culture, Sports and Tourism has begun addressing the issue, we hope to see more systematic development within a shorter time frame.”

Airbnb said it seeks to improve lodging infrastructure and regulations.

“We aim to help improve accommodation infrastructure and related regulatory systems to support growing demand, as we believe that is how Airbnb can meaningfully contribute toward achieving the era of 30 million inbound tourists,” said Seo.

BY WOO JI-WON [[email protected]]