South Korea Travel Trends: What Travel Agencies Need to Know

South Korea is rapidly emerging as one of Asia’s most dynamic and high-potential destinations for European travelers. For travel agencies and tour operators, understanding the latest South Korea travel trends is essential to developing competitive itineraries, meeting evolving client expectations and staying ahead in a growing market.

Driven by cultural influence, improved accessibility and demand for authentic experiences, South Korea is no longer a niche destination but a strategic addition to many long-haul portfolios.

Below are the key South Korea travel trends that every travel professional should be aware of.

Growing Demand from European Travelers

Interest in South Korea among European travelers continues to rise, particularly from markets such as the Netherlands, Germany, Belgium, France and the UK. Travelers are increasingly looking beyond traditional Asian destinations and seeking countries that combine culture, safety, modern infrastructure and authenticity.

For travel agencies, this translates into:

• Increased demand for South Korea round trips

• More inquiries for first-time Asia travelers

• Growing interest in Korea-only itineraries rather than multi-country tours

South Korea is perceived as safe, efficient and culturally rich, making it highly attractive to European clients.

Shift Toward Authentic and Experiential Travel

Modern travelers are moving away from purely sightseeing-focused programs and are increasingly interested in experiential travel. In South Korea, this includes:

• Cultural workshops (cooking classes, hanbok experiences)

• Temple visits and Buddhist heritage

• Local food experiences and markets

• Community-based and locally guided tours

Travel agencies that incorporate hands-on cultural experiences and local interaction into their itineraries are better positioned to meet this demand.

Expansion Beyond Seoul and Major Cities

While Seoul remains the main gateway, travelers are increasingly interested in exploring lesser-known regions. Destinations such as:

• Seoraksan National Park

• Busan and the east coast

• Andong and traditional villages

• Jeju Island

are gaining popularity.

For tour operators, this creates opportunities to design more diverse and longer itineraries, offering nature, coastlines and regional culture alongside urban highlights.

Strong Influence of K-Culture and Media

K-pop, Korean dramas, films and cuisine continue to influence travel decisions, especially among younger and culturally driven travelers. However, this trend is no longer limited to Gen Z; it increasingly affects millennial and high-spending travelers as well.

Popular travel themes include:

• K-culture themed tours

• Food-focused itineraries

• Pop culture landmarks combined with traditional heritage

Travel agencies that understand how to translate K-culture interest into high-quality travel products gain a competitive edge.

Rising Demand for Private and Tailor-Made Tours

European travelers increasingly prefer:

• Private tours

• Tailor-made itineraries

• Flexible travel pacing

South Korea’s infrastructure makes it ideal for customized programs, and many agencies are moving away from large group tours toward bespoke B2B solutions.

For travel professionals, having a local DMC or Korea-based partner enables greater flexibility, faster customization and more competitive pricing.