South Korea’s travel industry has witnessed a significant shift as travelers prioritize unique experience-driven trips over traditional sightseeing. Instead of visiting places simply because they are popular, travelers are seeking – often lesser-known destinations – that align with their lifestyles, such as wellness, food exploration, and nature-based activities.
This shift is taking place alongside a near-full recovery in outbound travel compared to pre-pandemic levels in 2019. According to the Korea Tourism Organization’s Korea Tourism Data Lab, in April 2025, the number of outbound Korean travelers reached 2,149,577, a 1.8% increase from 2,110,957 in April 2024. This figure represents a 95.7% recovery compared to the same period in 2019. From January to April 2025, 9.95 million Koreans traveled abroad, marking 98.4% of the level recorded during the same timeframe in 2019.
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South Korean travelers seek wellness and nature-based healing
With South Korea’s aging population growing, interest in health, well-being, and long-term vitality has grown significantly, and this shift is redefining how Koreans travel. “Wellness travel” now goes beyond simple relaxation. It emphasizes quality sleep, exercise, nutrition management, and mental balance, rather than alcohol-centered or overeating vacations. This trend reflects a broader lifestyle shift toward healthier and more sustainable living.
According to a 2024 Booking.com survey, 49% of the 1,000 Korean travelers expressed interest in “longevity wellness travel,” which focuses on both physical and mental well-being. While traditional travel often delivered temporary health benefits, wellness travel now aims to support long-term healthy living. Additionally, 46% of Korean travelers are willing to pay specifically for trips designed to extend lifespan and improve well-being, signaling strong future growth for this sector. Reflecting this growing demand, the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization designated 88 Excellent Wellness Tourism Destinations across themes such as nature and forest healing, beauty and spa, meditation, oriental medicine, wellness stays, and food-focused programs. These destinations offer diverse wellness experiences for domestic and international travelers, and visitors can receive discounts of up to KRW 50,000.
Young Koreans increasingly say, “I want to make friends naturally while traveling”
Unlike in the past, the MZ Generation in South Korea is shifting toward hyper-personalized travel experiences that reflect individual interests and values, moving away from traditional bucket-list tourism. Previously, Koreans often chose destinations simply because they were popular or widely visited, but this has changed with the rise of yeomanchu (여만추), a trend centered on meeting new people while traveling. As more travelers seek meaningful experiences beyond simple sightseeing, they are becoming more open to interacting with locals and forming new connections during their trips. According to a 2026 report by Skyscanner, four out of ten Korean travelers (41%), said they have either traveled abroad or considered traveling specifically to make friends or find romantic partners.
Japan and Vietnam are Koreans’ most preferred travel destinations
Traveling abroad has increased in recent years. According to the South Korea Market Profile 2024, international travel intent remains exceptionally high, with 82% of South Koreans planning an overseas trip within the next six months and 86% favoring Asia as their preferred destination.
Japan and Vietnam have emerged as the top choices, together capturing more than half of Korean outbound travel. Koreans primarily choose these two destinations because they offer a strong combination of safety, diverse experiences, and affordability. Safety is consistently the most important factor for Korean travelers (48% overall), and Japan holds a clear advantage in this area, with 53% of respondents highlighting its high safety standards.
At the same time, both Japan and Vietnam appeal to travelers seeking memorable experiences, Japan with its gastronomy, vibrant city life, and rich cultural heritage, and Vietnam with its nature-focused activities, coastal relaxation, and distinctive cuisine. Across all demographics, Korean travelers consistently prioritize food, cultural immersion, and beach leisure as their core travel preferences. Affordability is the third key factor, especially among travelers under 35 who are cutting costs due to rising travel prices. While Japan and Vietnam are both seen as budget-friendly, Vietnam’s lower cost of living makes it particularly attractive, leading cost-conscious travelers toward simpler, food- and exploration-focused trips.
A tech-savvy expedition: The rise of YouTube and social media for travel planning
Koreans are increasingly relying on social media and less on travel agency platforms when planning their trips. YouTube and the social media accounts of travel influencers have become particularly popular. Moreover, Naver Blog and Naver Café continue to be used as well. They seek recommendations for accommodations, dining, and activities. YouTube stands out because it provides more vivid and personal stories integrated into the videos, rather than just introductions and explanations about different places, which can be considered dry.
Afterward, many use apps to facilitate their trips. For booking accommodations, popular international platforms such as Agoda and Booking.com are commonly used. Yanolja (야놀자), the first lodging service platform from South Korea, is another significant player in the Korean holiday planning scene. Known for its user-friendly interface, it provides convenient access to travelers seeking suitable lodging. The platform features reviews, ratings, and photos of accommodations, aiding users in making informed decisions. Additionally, Yanolja frequently offers enticing coupons for more price-sensitive users.
New and holistic wellbeing experiences drive South Korea’s travel industry
- There is a diminishing importance of destination popularity in domestic tourism. Instead, South Koreans are now emphasizing tangible experiences like local food, festivals, and cultural immersion, driving them to travel to look for hidden gems and unique experiences.
- South Korea’s outbound travel has nearly fully recovered to pre-pandemic levels.
- Wellness-focused travel is becoming a major priority.
- Government-backed wellness tourism is expanding.
- MZ Generation travelers prefer meaningful, personalized trips and social connections.
- Japan and Vietnam are leading international destinations for Koreans, offering diverse experiences, safety, and affordability.
- Koreans heavily rely on YouTube and social media channels of influencers for travel research.
