AGP Executive Report

Travel Tools: Naver Papago’s new Trend feature helps foreign visitors discover popular Korean products and places, with AI briefings and links to Naver Maps and reservations. Visitor Experience: Foreigners filed 6,481 complaints about alleged taxi overcharging in Seoul from 2021 to August 2026, but just 3.1% led to administrative action. Seoul Stays: Travelodge Gangnam Yeoksam Seoul has opened with 360 rooms, near COEX, shopping and cultural sites. Tourism Spending: Foreign visitors’ medical spending reached 1.84 trillion won in the first nine months of 2026; pharmacy spending nearly tripled year over year. Beyond Seoul: Foreign tourists are increasingly exploring Korean mountain trails, while Incheon hosts its first World Direct Selling Congress, bringing about 600 international executives and expected visitor spending.

Medical Tourism: Foreign visitors spent 1.84 trillion won on medical care in South Korea from January to September, up 58% year on year, while pharmacy spending nearly tripled. Dermatology made up more than half of medical spending. Mountain Getaways: Hiking interest is climbing, with foreign visits to national parks up about 20% through July and online searches for hiking tours rising 22%. Bukhansan is a popular half-day escape from Seoul, while Hallasan led park visits last year. Seoul Finds: Dapsimni Antique Art Street is drawing young locals and international visitors to its vintage shops, galleries and cafes. Coming to Seoul: “Unraveling the Mysteries of Ancient Egypt” brings 150 artifacts, including mummies and sculptures, to Seoul Arts Center from Dec. 11 to April 11.

Travel Trends: Foreign visitors are venturing beyond Myeongdong and palace tours to Korea’s mountain trails. Klook says interest in hiking tours rose 22% year over year, with demand for Seoraksan and half-day Bukhansan hikes climbing. Seoul Culture: International visitors say Korea’s cafe culture is a standout part of local life, while the Dark Side of Seoul podcast and ghost walks offer a deeper look at the city’s history and folklore. Tourism Industry: Booking platform Klook has put its planned U.S. listing on hold, citing market conditions, though it expects experiences booked to top 80 million this year. Yeosu Expo: The World Island Exhibition runs through Nov. 4, with St. Vincent and the Grenadines using its sole Caribbean pavilion to promote its culture and tourism. Air Links: South Korea and Fiji are discussing a return of direct Nadi–Incheon flights, suspended in 2019; no restart date has been set.

K-Hiking: Foreign visitors are exploring beyond Myeongdong, with traffic to Korea hiking tours up 22% year over year. Bukhansan half-day hikes and trips to Seoraksan are gaining interest, especially among US and European travelers. Autumn Outdoors: Seoul’s Mount Baekak is now fully open to hikers, while fall foliage season offers another reason to get outside. Wellness Breaks: Enzyme baths—warm, naturally heated beds of fermented rice bran or cypress sawdust—are emerging as a novel addition to Korea’s sauna scene. Seoul Strolls: Seochon’s hanok lanes, cafes and independent shops make the historic neighborhood a draw for a slower autumn walk. Travel Safety: Foreign tourist car rentals are rising, but so are accidents, up 45%; visitors planning to drive should take extra care.

Seoul Outdoors: Mount Baekak’s final restricted trail opened to hikers on Oct. 17, making the mountain accessible in full for the first time in decades, except for the Blue House grounds. Neighborhood Finds: Foreign visitors are increasingly swapping headline attractions for local markets and café streets. Mangwon Market and Busan’s Jeonpo Café Street are drawing crowds, with Jeonpo’s foreign visits already surpassing last year’s total. Getting Around: Foreign car-rental bookings are climbing as visitors explore beyond Seoul, but accidents involving foreign drivers have risen more than 40%; unfamiliar roads and limited-language navigation add risks. Hanbok Culture: A new campaign launching Oct. 19 will promote traditional dress and offer shopping discounts, as officials address concerns about inaccurate rental styles. Autumn Day Trips: Dongducheon is courting foliage-seekers with Mount Soyo’s forest trails and a new spa-and-culture hub opening Oct. 19.

Seoul Events: Gangnam’s Global Festa on Oct. 21 will invite visitors to try traditional crafts, make dalgona and enjoy Korean music and performances. The Seoul Silver Grass Festival is also underway at Haneul Park through Oct. 23, with gardens, evening light shows and live music. Autumn Hiking: Seorak is forecast to reach peak fall color on Oct. 25, with foliage spreading to other major mountains into mid-November. Park officials advise hikers to check trail difficulty and prepare for slippery paths. Business Travel: Seoul secured 12 international events at IMEX America, adding to the city’s MICE business. Where to Stay: Travelodge has opened a 360-room Gangnam hotel, its largest in Asia. Visitor Services: New offers include discounted tickets and interactive perks for foreign theatergoers, while CJ ONE has launched a global membership service for visitors. Seoul also plans more Line 9 express trains and express bus routes in November.

Regional Tourism: Geoje’s viral “Geoje Yaho” catchphrase is drawing younger visitors: teen and young-adult visits rose 6.6% this summer, while spending near Deokpo Beach jumped 134.4%. Visitor Perks: CJ ONE Global lets overseas visitors sign up by email and earn or redeem rewards at partners including N Seoul Tower, Shinsegae Duty Free and CU. Culture Trips: Korea in Motion runs through Nov. 30 with discounted performance tickets and hands-on activities, including marbling workshops after The Painters. Seoul This Weekend: Seoul Global Art Night offers reserved concert seating to visitors with at least ₩30,000 in receipts from local small businesses. Travel Planning: Eligible citizens of 42 European countries can use K-ETA instead of applying for a standard visa; Expedia also lists Busan among destinations attracting more travel searches for 2027. Where to Stay: Travelodge has opened its largest hotel in Asia in Seoul’s Gangnam district.

Gangnam Stay: Travelodge opened its renovated 360-room Gangnam Yeoksam Seoul, its fifth hotel in Korea. The property offers family room options and easy access to COEX, royal tombs and shopping; an opening promotion includes a Hanbok experience. Visitor Convenience: CJ ONE launched a global membership for foreign tourists, Hyundai Department Store added luggage delivery, and Seoul opened online group bookings for the Hangang Bus. The city is also promoting accessible tourism. Seoul Experiences: A rooftop festival brought fall flavors and travel ideas from seven regions to the capital, while Seoul Olympic Park’s new national sports museum opened with 70,000 artifacts. Beyond Seoul: Korea is betting on regional airports to spread tourism, and Jeju has introduced English-speaking guides for rental-car visitors. Busan also made Expedia and Hotels.com’s 2027 travel trends list, with searches up 50%. Tourism Outlook: Industry voices urged Korea to prioritize visitor spending and quality as tourist expenditure declines. Korean Air, meanwhile, reported strong inbound passenger demand in the third quarter.

Visitor Convenience: CJ OliveNetworks launched CJ ONE Global, allowing foreign visitors to join by email—without a Korean phone number or ID—and earn rewards at attractions, shops, restaurants and airport outlets. Hyundai Seoul also introduced luggage delivery to hotels and Incheon or Gimpo airports. Culture & Attractions: Seoul’s first National Sports Museum opened at Olympic Park, displaying 70,000 items, including 1988 Olympic keepsakes and a 1947 Boston Marathon medal. CJ is also giving 6,000 visitors Bibigo food kits on guided Gwanghwamun and Gyeongbokgung tours through December. Tourism Standards: The Korea Tourism Organization faced criticism after its website listed a McDonald’s as Seoul’s top local restaurant recommendation. A planned temporary route to license guides in six languages without the national exam has also angered certified guides; the change is set to begin next April. Beyond Seoul: Korea is looking to regional airports to spread tourism beyond the capital, while Jeju has launched an English-speaking guide service for rental-car visitors. Seoul has also opened online group bookings for the Hangang Bus.

Regional Tourism: South Korea plans to invest 410 billion won next year in five tourism regions linked to regional airports, aiming to attract 5 million international visitors by 2029. Regional gateways already account for a record 27.8% of arrivals. Jeju Travel: A new English-speaking guide service offers rental-car visitors local insight without the structure of a private tour. Busan’s Appeal: Expedia reports a 50% jump in searches for Busan, putting it among the fastest-rising destinations for 2027. Seoul Heritage: Oraegage Week runs through Oct. 25, showcasing 150 historic shops and the neighborhoods around them. K-Culture Tourism: A Seoul exhibition brings visitors into the worlds and filming locations of more than 40 Korean dramas through Nov. 19. Visitor Experience: Seoul has opened online group bookings for Hangang Bus rides, while lawmakers are pressing for better oversight after reports that some licensed guides gave tourists inaccurate accounts of Korean history.

Visitor Services: Seoul is courting overseas guests with a travel-recommendation campaign and a new taxi platform that accepts foreign payment cards. Longer Stays: Hotels are preparing extended-stay brands as South Korea’s digital nomad visa allows stays of up to three years and medical tourism grows. The government also plans to ease access to beauty and wellness services for foreign visitors, including a medical-tourism visa pilot next year. Seoul Experiences: Visitors can book sunset rooftop tours at DDP, explore new GPS-art running trails and enjoy expanded access to Bugaksan, which has opened fully after 59 years of restrictions. Autumn Travel: Foliage is drawing crowds nationwide, with 23,000 people visiting Mount Seorak. Jeju Air has also reached 10 million passengers in record time, while Cheongju Airport leads regional airports in international passenger growth.

Regional Air Travel: Cheongju International Airport led South Korea’s regional airports in international passenger growth, up 33.7% in the first nine months of 2026. New China and Japan routes could help it pass five million annual passengers. Seoul After Dark: The city is adding sunset rooftop tours at Dongdaemun Design Plaza, with live music and meditation, while new GPS-art running trails link bread, pizza and fish-themed routes. Business Travel: Bleisure is gaining ground: 41.1% of overseas attendees at Korean meetings and conventions travelled or joined tourism activities beyond the host city last year, up from 29.7% in 2024. Visitor Access: Seoul has launched a taxi platform that accepts overseas cards, aiming to make rides easier for foreign visitors. New Attractions: Lotte World Adventure Busan has opened a heart-shaped coaster that reaches 110 km/h; riders must be at least 120 cm tall. Travel Advisory: Seoul urged South Koreans in Saudi Arabia to leave unless travel is essential, citing attacks on airports. Autumn Getaways: Seoul’s Bugaksan mountain is now fully open after 59 years of access limits, while Yeosu is staging a month-long lineup of cultural festivals.

Travel Safety: South Korea raised its Saudi Arabia travel alert and urged citizens there to leave after attacks near Riyadh airport. Getting Around Seoul: A new taxi platform lets foreign visitors pay with overseas cards, easing a common hurdle for travelers. Seoul Experiences: The city is building its global nightlife profile, with a Mount Nam night festival offering autumn walks, picnics and a silent disco; nighttime gardens and rooftop tours add more after-dark options. Autumn Trips: Foliage is drawing crowds nationwide, including 23,000 visitors to Mount Seorak, while October has also seen a spike in mountain accidents. Air and Cruise Links: Jeju Air has reached 10 million passengers in record time. Singapore Airlines and Scoot are also planning discounted fares to Seoul and Jeju, while Adora’s 2027 Hong Kong cruises will include South Korea stops.

Saudi Travel Alert: South Korea raised its advisory for all of Saudi Arabia to Level 3, urging citizens there to leave unless their stay is essential and advising would-be visitors to cancel or postpone trips amid deadly Houthi attacks. Nepal Visa Reminder: Nepal arrested 24 South Koreans over religious activities allegedly barred under tourist visas; Seoul says its embassy is providing consular assistance. Autumn Hiking Safety: October is the year’s peak month for mountain accidents as hikers pursue fall foliage, so take extra care on trails. Getting Around Seoul: The city has launched a taxi platform for foreign visitors that accepts overseas payment cards, easing a common travel hassle.

Travel Safety: South Korea raised its Saudi Arabia advisory to Level 3, urging citizens there to leave unless their stay is essential and visitors to cancel or postpone trips amid Houthi attacks. Autumn Hiking: October brings the year’s highest share of mountain rescues, with slips and falls and lost hikers making up most incidents. Officials urge visitors to stay on marked trails and descend before dark. Seasonal Escapes: Agoda highlights Andong as a quieter foliage destination, with peak colours expected in late October and early November around Hahoe Folk Village. Visitor Trends: South Korea was among the popular destinations for Chinese travellers during the extended Golden Week holiday, as outbound trips rose 9.3% year over year.

Travel Alert: South Korea raised Saudi Arabia’s advisory to Level 3, urging citizens to leave unless their stay is essential and advising travelers to cancel or postpone trips after deadly attacks hit Riyadh’s airport. Autumn Escapes: Fall foliage is drawing crowds nationwide, with 23,000 visitors flocking to Mount Seorak; Seoul’s Han River is also seeing a new “hoe-cnic” trend, as visitors bring sashimi for riverside picnics. Tourism Growth: Foreign arrivals reached 15.05 million in the first eight months, up 21.6% year over year, while tourism card spending climbed 48.5%. But the sector still struggles with low-paid jobs and fragmented small businesses. Seoul Spotlight: Condé Nast Traveler readers named Seoul the world’s top big city, adding to the capital’s appeal as autumn travel peaks.