"I Love Korea" Tourists Spent $435 More Per Person... Want to Stay Longer, But "No Place to Stay"

Airbnb Releases Global Survey Report

94% of International Travelers Say "K-Culture Influenced Their Interest in Visiting Korea"

Nine out of ten overseas travelers chose Korea because of their interest in K-culture, and these visitors spent an average of $435 more per person than general tourists. This suggests that K-culture has become a driving force that goes beyond content and directly fuels real tourism demand.

Foreign tourists enjoying Korean cuisine. Getty Images

On April 28 in Seoul, Airbnb held a media briefing under the theme "K-culture: The Start of Travel" and released a global survey report containing these findings. The survey targeted 4,500 overseas travelers who have either visited Korea or plan to visit in the future.

Sharon Chan, Head of Communications Asia Pacific at Airbnb, is making a presentation at a media briefing held in Seoul on the 28th. Courtesy of Airbnb.

According to the report, 94% of respondents said that K-culture influenced their interest in traveling to Korea, and 75% cited it as a primary motivation for their visit. Travelers influenced by K-culture spent an average of $435 more per person than general tourists, and 88% stayed for at least three nights. In addition, 68% showed a preference for "group travel," visiting with friends or family.

91% of respondents considered "experiencing local culture" important during their trip to Korea. K-pop fans, in particular, tended not to stop at attending concerts, but also sought to experience various aspects such as food, history, and nature.

However, there were limitations in converting this interest into actual regional tourism. While 74% of respondents said that dramas and movies increased their interest in visiting areas outside of Seoul, 66% of actual visitors still centered their itinerary around Seoul.

A lack of accommodation infrastructure was cited as a cause. Among potential travelers, 83% said that accommodation options in regional areas were important in their decision to book. Among Millennials & Gen Z, 53% cited the availability of lodging as a key factor, and 34% said they would postpone or reconsider their trip if suitable accommodations were not available.

The rate of repeat visits was also not high. Only 47% of travelers with prior experience visiting Korea said they wanted to explore additional regions. Airbnb's own data also shows a decline in repeat visit rates.

Sharon Chan, Head of Communications for Airbnb Asia Pacific, said, "K-culture has become a powerful force attracting travelers worldwide to Korea. These visitors stay longer, spend more, and seek deeper cultural experiences." She added, "To spread this demand beyond Seoul to more regions, it is necessary to expand accommodation infrastructure in regional areas."

Fabien, a French broadcaster and licensed tour guide, commented, "Recently, foreign tourists have shown a tendency to deeply explore Korean history and culture, for example by visiting the National Museum of Korea. To expand this trend nationwide, we need to increase the number of professional content providers and guides."

Chae Boyoung, President of the Korea Homestay Association, said, "There is high demand for detached accommodations where multiple people can stay together, but supply is insufficient. The home-sharing system needs to be improved to better reflect reality."

Airbnb stated its intention to turn the enthusiasm for K-culture into real stay experiences. Kayon Seo, Country Manager of Airbnb Korea, declared, "We aim to help the interest sparked by K-culture lead to longer stays and greater regional dispersion."

This content was produced with the assistance of AI translation services.