"Korea Is Great": Visitors Spent an Extra $435 Each... Want to Stay Longer, But Lack of Accommodation Is a Problem

Airbnb Releases Global Survey Report

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

Nine out of ten international travelers visited Korea due to their attraction to K-culture, and they spent an average of $435 more per person than typical tourists. This shows that K-culture has become a driving force for actual tourism demand, moving beyond just content.

Foreign tourists enjoying Korean cuisine. Getty Images

On the 28th, Airbnb held a media briefing in Seoul under the theme "K-Culture: The Beginning of Travel," and released a global survey report with these findings. The survey targeted 4,500 international travelers who have either visited Korea or plan to visit.

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 the main motivation for their visit. Travelers influenced by K-culture spent an average of $435 more per person than other tourists, and 88% stayed for at least three nights. In addition, 68% exhibited a "group tourism" tendency, traveling with friends or family.

91% of respondents considered "local cultural experiences" important during their trip to Korea. Even among K-pop fans, there was a trend to go beyond attending concerts and to also experience various aspects such as food, history, and nature.

However, there were limitations in translating 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 focused their itinerary on Seoul.

The lack of accommodation infrastructure was identified as a cause. 83% of potential travelers said that local accommodation options are important in their booking decisions. Among Millennials & Gen Z, 53% considered accommodation availability a key factor, and 34% said they would postpone or reconsider their trip if suitable lodging was not available.

The rate of repeat visits was also not high. Only 47% of travelers who had previously visited Korea said they wanted to explore other regions beyond their initial visit. Airbnb data also showed a downward trend in repeat visits.

Sharon Chan, Head of Communications Asia Pacific at Airbnb, said, "K-culture is a powerful driver bringing travelers from around the world to Korea. They want to stay longer, spend more, and seek deeper cultural experiences." She added, "To spread this demand to more regions beyond Seoul, it is necessary to expand local accommodation infrastructure."

Fabien, a French TV personality and licensed tour guide, commented, "Recently, foreign tourists are showing a tendency to deeply explore Korean history and culture by visiting places like the National Museum of Korea. To spread this trend nationwide, it is necessary to increase the number of professional content creators and guides."

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

Airbnb plans to connect the enthusiasm for K-culture with actual stay experiences. Seo Gayoun, Country Manager of Airbnb Korea, said, "We will help ensure that interest sparked by K-culture leads to longer stays and greater regional spread."

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