AGP Executive Report

Tourism Boom: South Korea welcomed 15.48 million foreign visitors in Jan–Aug 2026, up 21.6% year-on-year, with August alone hitting a record 2.25 million. K-pop Travel Push: Stray Kids’ Busan tourism video for the KTO campaign has topped 10 million views, spotlighting Songdo Beach and Gamcheon Culture Village. Disaster Disruption (Thailand): Bangkok floods stranded hundreds of Korean tourists at Suvarnabhumi Airport for over 10 hours, after more than 330mm of rain in days. Travel Tech Trend: “Dopamine sites” are spreading in Korea, including FoodNeverComes, where users “order” food and track a fictional delivery. Safety & Health: Influenza hospitalizations are rising again after Chuseok travel, while masks are returning as COVID-19 also spreads among older adults. Sports Travel Reality Check (Japan): Asian Games logistics keep slipping—Pakistan’s volleyball team was sent to the wrong venue, delaying play by 45 minutes. Local Living (Seoul): Mo-a Housing’s first project in Gwangjin-gu is moving in, as Seoul expands small-scale redevelopment to tackle housing strain.

DMZ Mine Probe Fallout: Opposition lawmakers are pressing for answers over why a suspected landmine blast near the DMZ took about six days for an on-site investigation, warning evidence could have been compromised. Record Tourism Surge: Korea logged a record 2.25 million foreign visitors in August and 15.05 million in the first eight months, with spending hitting 14.018 trillion won—great news for travelers planning shopping and city breaks. Chuseok Travel Aftershocks: With Chuseok return traffic easing, Seoul and much of the country face mostly cloudy skies and scattered rain as commuters get back to work. Seoul Transit Change: Seoul is considering higher weekend/holiday fares for Hangang Bus while keeping the 3,000 won base fare, aiming to shift leisure demand to weekdays. Hotel Booking Distribution: Cloudbeds is partnering with Klook to boost hotel visibility across Asia Pacific, including South Korea, by syncing rates and availability. K-Box Office Hit: Director Hur Jin-ho’s “The Assassin(s)” topped the Chuseok weekend box office, signaling strong holiday movie demand. Tech Glitch Watch: Samsung smart fridges reportedly bricked after a faulty update, leaving some households dealing with spoiled food right before the holiday.

Asian Games Travel Impact: Nagoya’s Asian Games are drawing major attention for both sport and logistics, with China dominating the medal table (107 golds vs Japan’s 31) while organisers face mounting complaints over cramped container-style athlete housing; South Korean officials even called the beds “the worst ever,” and organisers promised more comfortable stays for the final week. Chuseok Consumer Costs: After the holiday, prices are set to jump in October—snacks and drinks, intercity/express bus fares, and theme park tickets—after Chuseok discounts fade, with some snack brands raising prices by around 7–8% from Oct. 1. Seoul Safety Alert: A man in his 40s was arrested after threatening passersby with a knife near Yanghwa Hangang Park during the holiday rush; no injuries were reported. Korea-Japan Culture Tourism: Tokyo’s Korea-Japan Festival (20th anniversary) is bringing visitors to try hanbok and K-pop-style makeovers at the Korean Cultural Center, with organisers expecting nearly 6,000 attendees over three days. Ulsan Transport Plan: Ulsan has delayed a tourism-focused hydrogen tram project, citing weak business viability and long travel times, putting the 2028 Garden Show-linked plan in limbo. K-Pop Diplomacy: President Lee Jae-myung joined Stray Kids fans in Mexico, framing K-pop as a bridge that “connects nations.”

Samsung Smart Fridge Meltdown: Some Samsung AI fridges in South Korea reportedly stopped cooling after a SmartThings update, leaving holiday food to spoil ahead of Chuseok; Samsung says it halted the rollout and will send engineers, but service bookings may run past the holiday. Chuseok Travel & Tourism Pulse: South Korea’s tourism balance swung back to a July deficit (US$50.3m) after four months of surplus, as outbound spending by Koreans edged above inbound spending. Foreign Visitor Spending: Foreign tourists using Woori Bank’s prepaid NOL World Card spent an average 290,000 won each, with most activity around Myeongdong/Hongdae and convenience stores plus cosmetics. Visa Watch for Travelers: The US issued 68,130 nonimmigrant visas to Koreans in 2025, down nearly 8% year-on-year, with B-1/B-2 tourism and business categories also falling. Chuseok Crowd Control: International flight passengers through Korean airports rose about 10% in Jan–Aug, with Japan and China routes leading while some Southeast Asia routes declined. DMZ Security: A landmine blast during a DMZ route-clearing operation injured two South Korean soldiers, with debate over how quickly the investigation proceeds. Culture Stop: Insa Historic Sites Museum in Seoul offers free entry and displays rare movable metal type tied to early printing history. Regional Deal for Shoppers: Hyundai Home Shopping teamed up with Japan’s Hokkaido to source and sell local specialties in Korea.

Chuseok Travel Crunch: Traffic eased on major expressways late Saturday as the holiday hit its final stretch, with Seoul-bound trips from Busan estimated around 5 hours and Busan-to-Seoul about 4.5 hours, and about 5.9 million vehicles expected nationwide. DMZ Probe Tension: South Korea faces fresh controversy over a delayed joint investigation into a suspected DMZ landmine blast, with lawmakers pushing for an on-site probe after claims of “evidence” loss. International Air Demand: Korea’s airports saw international flight passenger numbers rise about 10% in Jan–Aug despite higher oil prices, with Japan and China routes leading growth. Seoul Luxury Hotels Upgrade: Seoul’s high-end hotel scene is getting a makeover, with major renovations and more suite-focused openings aimed at deeper luxury stays. Asian Games Visitor Reality Check: Japan’s Aichi-Nagoya organizers admitted they’re not satisfied with ticket sales after empty seats showed up at venues, including the main stadium. Autumn Tour Demand Abroad: High demand is driving early bookings for autumn trips, with South Korea among the top picks for regional travelers. Cultural Travel Moments: Chuseok traditions are drawing crowds at Seoul palaces, with hanbok photos and holiday activities turning sightseeing into a full-on cultural stop. Tourism Tech Talk: World Tourism Day highlights how AI and digital tools are reshaping holiday planning and destination discovery.

Chuseok Travel Crunch: Korea Expressway Corp says highway congestion will peak Saturday 4–5 p.m. as people return from hometowns, with Seoul-bound trips from Busan taking about 7 hours and from Ulsan about 6h 40m; traffic should ease 2–3 a.m. Sunday. Airport Costs & Food Prices: At Incheon/Gimpo and other airports, high rent is pushing up what travelers pay—airport tenants average 31.9% of sales in rent, with some outlets paying over half. Visa Boost for Group Tourists: South Korea extended a visa fee waiver through Dec. 31, 2026 for group tourists from China, Vietnam, the Philippines, Indonesia, India, and Cambodia (waiving the $15 fee). Tourism Beyond Seoul: A growing rural tourism push is pulling visitors off the capital grid, with travelers taking short train trips to quieter countryside spots like Dumulmeori. Foreign Residents Update: The number of foreigners in Korea hit 2.87 million in August, up 5.3% year-on-year, with 51.5% living in the Seoul metro. Caregiver Training for International Students: Korea is expanding caregiver programs for foreigners at universities, aiming to ease staffing pressure in a rapidly aging society. Chuseok Disruption at US Base: Water service resumed at Camp Humphrys after a widespread outage delayed by the holiday. Busan “Shark Tourism”: A spinner shark in Bukhang’s waterfront has drawn crowds, but visitors are ignoring safety rails and throwing food, prompting local plans to manage the craze.

Chuseok Travel Pulse: Chuseok traffic eased on the second day for trips back toward Seoul, but inbound congestion still lingered, with Seoul-to-Busan estimated around 4.5 hours and Seoul-to-Ulsan about 4 hours 10 minutes as about 6.84 million vehicles hit the roads nationwide. Royal Palaces Boom: Foreign tourism keeps climbing—Gyeongbok Palace drew 2.78 million international visitors in 2025, up 37% year-on-year, as Deoksu, Changdeok and Changgyeong also posted strong gains. Smart Entry Upgrade: South Korea expands its Smart Entry Service automated immigration lanes from 4 to 18 eligible countries starting Dec. 1, 2025, aiming to speed arrivals for qualifying passport holders. Klook x Kagoshima Shinkansen Deal: Klook and Kagoshima Prefecture launched a limited campaign subsidizing international visitors’ Shinkansen fares via Fukuoka, with free one-way tickets for eligible travelers booking Kagoshima hotels. Korea-China Route Lift for LCCs: China-linked demand is becoming a key earnings lifeline for Korean low-cost carriers, with August Korea–China passenger traffic hitting a new monthly record and airlines gaining additional China route slots. Tourism Tech for Hotels: Cloudbeds expanded its partnership with Klook to help hotels reach more travelers across Asia Pacific through synchronized distribution. Travel Safety/Access: South Korea also kept many clinics and pharmacies open during Chuseok, while Seoul’s royal-palace rules drew attention as some visitors were flagged for violations.

Chuseok Travel Chaos: Highways stayed jammed through the holiday’s second day, with Seoul-to-Busan estimated at 8 hours 40 minutes and nationwide traffic projected at about 6.84 million vehicles. Holiday Spending Shift: With many Koreans staying home or cutting back, secondhand platforms saw a big spike in Chuseok essentials—secondhand hanbok trades jumped 618% in September. Smart Home Headache: Samsung’s Bespoke AI fridges reportedly bricked after a SmartThings update, leaving some homes with spoiled food right before Chuseok. Gift Ideas for Late Shoppers: Hotels pushed mobile meal and stay vouchers for Chuseok, letting people send gifts instantly by phone. Local Culture & Design: The Seoul Architecture Festival returns with free, visitor-friendly exhibition spaces running through Oct. 11. On-the-Ground Worker Worry: Day laborers still face unpaid wages before Chuseok, with missing employment records making it harder to claim benefits. Travel Inspiration: A Busan shark sighting drew crowds to a waterfront viewing spot, turning a quiet area into a mini attraction.

Seoul Tourism Push: Seoul Metro and the Seoul Tourism Organization launched the 2026 global campaign “Absolutely in Seoul,” starring aespa’s KARINA and WINTER plus RIIZE, built around “Seoul Syndrome” and K-culture, Hangang nights, cafes, food and shopping. Chuseok Travel Reality Check: Highway traffic eased Thursday evening as people headed home for the first day of Chuseok (Seoul–Busan about 4h40m), with 6.16 million vehicles expected nationwide. Holiday Culture for Visitors: Major palaces, Jongmyo Shrine and Joseon royal tombs will be open free from Sept. 24–27, with royal guard ceremonies running at Gyeongbokgung. Tech Glitch Hits Holiday Plans: Samsung’s AI fridge update reportedly bricked some units in South Korea, with repairs delayed around Chuseok. Korea in Global Student Radar: A Korea Times survey says international students increasingly choose Seoul for safety and efficient services, even as housing costs and competition remain tough. Newtro Shopping Spot: Kodak Apparel opened another Seoul store in Gangnam (Dosan Studio), adding more film-themed travel-friendly gear. Asian Games Logistics Trouble: South Korea’s Olympic boss slammed Aichi-Nagoya organisers with an “F” over cramped rooms and transport problems affecting teams.

Chuseok Travel Rush: Korea’s four-day Chuseok holiday kicked off Thursday with expressway congestion nationwide, tolls waived through Sunday, and travel times stretching to about 8h 20m from Seoul to Busan; the Korea Tourism Organization is also pushing free and low-cost cultural stops for families. Seoul Family Fun: Seoul is turning the Han River into a holiday playground with the Han River Bus, longer daytime and nighttime sailings, and a new “Han River Sunset Map” featuring 23 viewing spots. Traditional Market Upgrade: Seoul began work on a major redesign of Shin Jungang Market, aiming to connect it to surrounding neighborhoods and boost tourism with a greener “Roof Wave” wooden roof and open-roof entrances, targeting completion in Aug. 2027. Holiday Safety & Health: Doctors warn of “holiday heart syndrome” from binge drinking, while flu-like illness is rising faster than last year, especially among children. On-the-Ground Services: Nearly 8,300 medical facilities and pharmacies average daily will stay open during Chuseok, and Gangnam-gu is offering free short-term dog care for up to 50 registered pets. Tourism Beyond Seoul: A VisitKorea campaign highlights free royal tomb access, Jongmyo Shrine visits, and nature/heritage outings across the country. K-Brand Push Abroad: K-Beauty and K-Food CEOs are heading to Mexico for K-EXPO during Chuseok to gauge demand and expand Latin America growth.

Seoul Tourism Push: Seoul’s global campaign “Absolutely in Seoul” kicks off Sept. 23 with KARINA and WINTER of aespa plus RIIZE as honorary ambassadors, using the “Seoul Syndrome” idea—how Seoul’s food, cafes, night views and K-content make you want to come back. Chuseok Travel Surge: A day before the four-day Chuseok weekend, expressways are already jammed and Incheon Airport is gearing up for a record 1.14 million travelers, with toll-free expressways and expanded airport services. Holiday Costs & Money Prep: Households are budgeting for Chuseok spending, with a survey putting charye meal costs for a family of four at about 313,089 won, plus big government subsidies for food prices. Transport Crunch: Korail is seeing heavy demand as KTX/SRT seats sell out fast, driving “proxy booking” services that charge small fees to secure tickets. Tech Glitch for Travelers: Samsung’s AI fridges reportedly shut down after a SmartThings update, with engineers scheduled to fix affected units after the holiday. Culture & Shopping: Seoul’s traditional markets are getting a design overhaul, and free heritage spots are highlighted for Chuseok.

Chuseok Travel Guide: Seoul’s harvest-holiday rush is in full swing, with a practical “complete guide” for what to expect in 2026—plus notes on closures, crowds, and free palace access. Fuel Relief for Road Trips: South Korea is extending fuel-price caps and highway discounts to keep gasoline and diesel cheap for holiday travelers, even as the fiscal cost grows. Rail Upgrade for Passengers: Korail has completed a merger of its subsidiaries into three specialized firms, aiming to improve customer service, safety, and efficiency—good news for holiday commuters. Incheon Keeps Chinese Groups Local: Incheon is diverting about 1,000 Chinese group travelers away from straight-to-Seoul routes, pushing “stay-and-explore” packages into local food and old-downtown shopping. K-Drama Tourism Pop-Up: A new K-drama exhibition in central Seoul turns famous scenes into city travel plans, linking fans to filming locations across Korea. Airline Spotlight: Korean Air ranked 10th in Skytrax’s 2026 World Airline Awards and placed top in key categories like economy seats and staff in South Korea. Pet Care Policy Gap: The government plans public animal hospitals in 2027, but budget support is missing—an issue for travelers bringing pets or planning longer stays.

Wellness Tourism Boost: South Korea has put wellness tourism on a statutory footing with a new Healing Tourism Industry Act, defining healing programs and setting national systems for standards, training, and regional districts—20 destinations are set to get up to KRW 50 million each for international marketing and product development. Chuseok Travel Readiness: Incheon Airport is bracing for a record 1.14 million Chuseok travelers, while Seoul keeps key clinics and pharmacies open and royal palaces/Jongmyo are set to open free during the holiday. Tourist Price Gouging Crackdown: Korea tightens enforcement against tourist price gouging, aiming to protect visitors during peak travel weeks. Asian Games Logistics Fallout: South Korea’s team condemned Asian Games organizers over logistical shortcomings, with Japan’s committee also apologizing for a serious anthem mistake and addressing cruise check-in delays. Busan Wildlife Moment: A shark spotted in Busan’s North Port canal has stayed for a fifth day, with authorities monitoring it through Chuseok and planning next steps if it doesn’t leave.

Chuseok Travel Relief: Korea will waive expressway tolls nationwide for four days (Sept. 24–27) and cut fuel prices at 226 state-run stations by 100 won per liter, aiming to ease holiday costs. Holiday Health Access: The government says about 8,300 hospitals, clinics, and pharmacies will stay open daily during Chuseok, with 416 emergency medical institutions operating 24/7. Seoul Namsan Gondola Delays: Seoul’s Namsan gondola restart is effectively back to “square one” after a ministry review concluded decree revisions would require restarting the full public-notice process. Incheon Airport & Medical Care: Incheon Sejong Hospital is nearing 1,000 single-port robotic surgeries, while Samsung Electronics Service will run weekend care centers and emergency on-site repairs during Chuseok. New Routes & Mobility: Eastar Jet turns Incheon–Manado into a daily scheduled service, and Hyundai/KOICA will deliver 15 electric buses to Marrakesh, supporting eco-friendly transport. Korea Visitor Boost: Korea’s K-ETA relaxations continue, including exemptions for citizens of 22 countries and smart entry gate access for 42 countries.

K-ETA Relief for Travelers: South Korea will temporarily exempt citizens of 22 countries from the K-ETA requirement for all of 2026 (Jan 1–Dec 31), making entry easier for popular inbound markets like Japan, the U.S., UK, Australia, and Canada. Chuseok Travel Push: A shorter Chuseok holiday is nudging Koreans toward nearby trips—Japan leads, with Osaka, Fukuoka, and Tokyo top picks—while domestic demand concentrates on Busan, Seogwipo, Jeju City, and Seoul. Smart Entry Gates Update: South Korea published a list of 42 countries eligible for Smart Entry Gates to speed up immigration, but no African countries are included. Won Settlement Upgrade: The Bank of Korea started a 24-hour won settlement pilot for foreign investors, with full rollout planned for January 2027. Air Travel Watch: Travelers should note ongoing airport disruption risk after an air traffic control technical issue hit parts of the UK, reminding visitors to double-check flight status.

K-Drama Tourism: The Korea Tourism Organization is launching a “K-Drama Experience Exhibition” in Seoul at HiKR Ground, featuring scenes, props, and hands-on programs that also generate personalized regional travel routes—running through Nov. 19. Shopping for Visitors: Shinsegae is hosting a “Global Shopping Festa” for foreign tourists across major Seoul and Busan-area stores until Oct. 11, with brand promos, gift certificates, and tax-refund support. Chuseok Travel Safety: Chuseok crash data shows the deadliest risk is between midnight and 6 a.m., with far higher fatality rates than daytime driving—urging rest-area use and slower driving. Culture Exchange: The ASEAN-Korea Centre opened the Jeonju ASEAN Hall, with an inaugural exhibition spotlighting traditional heritage from 11 ASEAN countries. Tech Meets Tourism: Galaxy Robot Park in Seoul is testing scalable, K-pop-linked robot performances, aiming to expand beyond its current attraction model. Airline Volunteering: Korean Air and partners ran Chuseok meal service and community cleanups in Seoul ahead of the holiday. Markets Watch: KOSPI jumped back above 7,000 ahead of Chuseok as chip stocks rallied.