SOUTH KOREA – South Korea is on course to achieve its target of attracting between 22 million and 23 million international visitors this year, following strong growth in tourist arrivals and spending during the first half of 2026.

Figures released by the Ministry of Culture, Sports and Tourism showed the country welcomed 10.71 million foreign visitors between January and June, with June alone recording 1.99 million arrivals, up 23.1 per cent from the same month last year, as reported by The Korea Times.

The performance supports projections by the Korea Culture and Tourism Institute that foreign arrivals will reach 22 million this year, representing a 16.2 per cent increase from 2025.

The ministry attributed the growth to strong demand from major source markets and rising interest in destinations beyond the capital.

China remained South Korea's largest source of visitors in June with 650,000 arrivals, followed by Japan with 350,000 and Taiwan with 220,000. Tourist arrivals from Southeast Asia, the Americas and Europe also increased, indicating broader market diversification.

Regional gateways also saw significant gains, with 390,000 international visitors entering through airports including Busan's Gimhae, Daegu, Jeju and Cheongju in June, an increase of 42.5 per cent compared with a year earlier.

Foreign visitors also spent a record 10.03 trillion won using payment cards during the first six months of the year, reaching the 10 trillion won mark three months earlier than in 2025.

Second-quarter surveys further showed higher visitor satisfaction and growing interest in exploring destinations outside Seoul.

Kang Jung-won, head of the ministry's tourism policy bureau, said the recovery reflected the global popularity of Korean culture alongside government efforts to strengthen the tourism sector.

"The rapid growth in the inbound tourism market during the first half of the year is the result of the irreplaceable appeal of K-culture, combined with the joint efforts of the government and the tourism industry," he said.

To sustain the momentum, the government has approved amendments to the enforcement decree of the Tourism Promotion Act aimed at curbing unfair pricing practices targeting foreign tourists.

The revised regulations, which take effect on August 4, will impose stricter penalties on accommodation operators that fail to display room rates or charge prices higher than those advertised.

Under the new rules, urban homestays and traditional accommodation providers found committing such offences for the first time will face a five-day business suspension. Repeat violations will attract heavier penalties, with a fourth offence resulting in the closure of the business.

The government also plans to introduce similar measures for taxis and restaurants, while developing new rules to penalise accommodation providers that cancel bookings without valid reasons and requiring lodging operators to declare peak-season pricing limits.