- Inbound visitors from the Americas up 12.7% and Europe up 20.2% year-on-year through June, driving market diversification

- Gains driven by expanded direct air routes, local marketing linked to “K-Content,” and promotion hubs in emerging markets

The Ministry of Culture, Sports and Tourism (Minister CHAE Hwi-young, MCST) announced that Korea welcomed 10.71 million international visitors in the first half of this year. The continued growth of arrivals not only from major Asian markets but also from the Americas, Europe, and Oceania—Western and long-haul markets—is delivering tangible progress in diversifying the “K-Tourism” market.

Steady Growth from the Americas, Europe, and Oceania Accelerates Tourism Market Diversification

Through June 2026, arrivals from the Americas reached 1.08 million, up 12.7% year-on-year, while arrivals from Europe totaled 740,000, up 20.2%. Other markets, including Oceania, also posted broad-based growth, with 210,000 arrivals, an increase of 11%. These figures show that Korea’s inbound tourism market is expanding worldwide rather than remaining concentrated in certain regions.

[International Visitor Arrivals from Western and Long-Haul Markets]

* Source: Korea Tourism Statistics (Korea Tourism Organization)

By country, the United States recorded approximately 810,000 visitors through June, up 11.1% year-on-year. Canada reached 160,000, up 17.1%, while Brazil and Mexico grew 22.1% and 16.3%, respectively. In Europe, growth was modest in Russia, where direct flights remain suspended due to the ongoing conflict. By contrast, arrivals from the United Kingdom and Germany each exceeded 100,000, rising 22.1% and 15.4%, respectively. France grew 17.2%, while Italy posted a substantial 29% increase.

[International Visitor Arrivals from Major Markets in the Americas, Europe, and Oceania]

* Source: Korea Tourism Statistics (Korea Tourism Organization)

New and Expanded Direct Air Routes Significantly Improve Access from Europe and the Americas

Improved access through new and expanded direct air routes is considered a key factor behind the growth in visitors from Europe and the Americas. Following the launch of new routes last year from Incheon to Salt Lake City and Seattle in the United States, as well as to Canada and Denmark, a new London route began service this March. A new route to Newark in the United States is scheduled to launch in September.

In particular, British airline Virgin Atlantic began daily service between Incheon and London in March, adding approximately 70,000 seats this year. Supported by this expanded capacity, arrivals from the United Kingdom have risen 22% year-on-year.

Local Outreach through “K-Content”-Linked Marketing and Major Sporting Events

Locally tailored marketing that taps into growing interest in “K-Culture” across Europe and the Americas is also driving demand for travel to Korea. A Korea tourism promotion pavilion operated in connection with BTS’s London concert drew some 50,000 fans from Europe and around the world, demonstrating strong interest in visiting Korea.

In addition, to mark the “2026 FIFA World Cup,” a Korea tourism promotion pavilion was operated at “Global Village 2026” in Chapultepec Park, Mexico City, from June 9 to 21, attracting strong interest from travelers across Mexico and local consumers. The promotion generated 1,480 bookings for Korea-bound tourism products covering 3,315 travelers, with estimated sales of USD 16.13 million.

In France, a special Korea edition of Le Figaro Voyage is scheduled for publication in September to mark the 140th anniversary of diplomatic relations between Korea and France. Building on cooperation with the Fédération Française de la Randonnée Pédestre (FFRandonnée), the French Hiking Federation, the MCST plans to roll out three rounds of special Korea travel products, including hiking tours and packages combining regional experiences. Luxury tourism targeting Europe and the Americas is also expanding. Recent initiatives included the April hosting of Northeast Asia’s first “Virtuoso Symposium,” organized by Virtuoso, the leading global luxury travel network, and the attraction of charter-flight-based luxury inbound tour packages in May.

Alongside these efforts by KTO overseas offices, the MCST has established promotion hubs[1] in 12 emerging-market locations that have strong potential for inbound tourism but where KTO does not maintain overseas offices. These hubs develop Korea-bound travel products, attract visitors, and conduct online and offline marketing activities. As a result, arrivals from emerging markets in Europe and the Americas grew sharply through June, rising 57% from Sweden, 33% from Poland, and 26% from Spain year-on-year.

Expanding the Inbound Tourism Base through Stronger In-Market Outreach, Tailored Products, and Improved Convenience

KANG Jung-won, Deputy Minister for Tourism Policy at the MCST, stated, “The steady growth in visitors from the Americas, Europe, and Oceania reflects the combined impact of the high global awareness of ‘K-Culture’ and comprehensive marketing efforts, including the establishment of promotion hubs in emerging markets and locally tailored promotion.” He added, “The MCST will continue to strengthen in-market outreach linked to major international events and actively broaden Korea’s inbound tourism base by developing differentiated tourism products tailored to the preferences of travelers from Europe and the Americas and improving convenience.”