AGP Executive Report

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.

Autumn Outings: Korea’s fall calendar is packed: Walkerhill’s weekend wine fair features about 700 wines and live performances, while Legoland Korea’s “Brick or Treat” festival runs through Nov. 15, with fireworks on select October nights. Flight Deals: Philippine Airlines’ Economy Super Saver fares now cover Manila–Seoul and Manila–Busan, with round trips starting at $130 and checked baggage available as an add-on. Foliage Rush: Seoraksan National Park drew 23,043 visitors by 2 p.m. on Oct. 10; peak colors are expected around Oct. 19, as hikers also head to other Gangwon parks. Shifting Routes: South Korean travelers are choosing Japan and China over Southeast Asia: passenger numbers rose 20.3% and 23% respectively in the first eight months, while Vietnam, the Philippines and Thailand all recorded declines.

Autumn Travel Rush: Mount Seorak drew 23,043 visitors by 2 p.m. on Oct. 10 as fall colors spread across Gangwon; foliage is expected to peak around Oct. 19. Border-Area Safety: Two suspected North Korean mines were found and safely detonated near Ganghwa Island. About 20 have been found along the county’s shores in three months, and warnings are posted at coastal tourist sites. Travel Trends: Korean trips to Japan and China rose 20.3% and 23% respectively in the first eight months of the year, while travel to Vietnam, the Philippines and Thailand fell. Japan is on track to welcome a record 10 million Korean visitors this year. Culture and Food: Suwon’s royal procession reenactment and cultural festival run through Oct. 11. In Busan, chefs have unveiled signature meal sets built around local coastal ingredients, aimed at restaurants and visitors. New Flights and Fares: Philippine Airlines has added Manila–Seoul and Manila–Busan Economy Super Saver fares, with round trips from $130 before checked baggage.

Market Deals: Philippine Airlines has added Seoul and Busan to its Economy Super Saver fares, with Manila round trips from US$130; checked baggage costs extra. Local Experiences: Daegu will offer shoppers vouchers at 76 traditional markets from Oct. 12, while Suwon’s royal procession and cultural festival continue through Oct. 11. Seoul Spotlight: Condé Nast Traveler readers named Seoul the world’s best big city, as foreign visits to the capital rose 22% through August and tourist spending climbed nearly 60%. Plan a Korea Trip: The Korea Tourism Organization’s Koreanow.us quiz offers personalized trip ideas and a chance to win round-trip flights for two.

Seoul’s Travel Appeal: Condé Nast Traveler readers named Seoul the world’s top big city, as foreign visitors to the capital rose 22% through August to a record high. City officials are also considering an all-in-one payment app to make getting around easier for tourists. Autumn Outings: Korea’s crowdsourced foliage map helps travelers find fall colors, while Seoul’s Han River venues are hosting events and concerts through Oct. 25. Beauty Trips: A new guide to Seoul’s booming beauty scene points visitors to concierge services that can arrange treatments, clinics and accommodation. Local Flavor: Craft beer and regional food are bringing a taste of Munich to southeastern Seoul, and Korea’s ceramics festival is inviting visitors to get hands-on with clay.

Autumn Outings: The Guri Cosmos Festival runs Oct. 9–11, with flower fields spanning 11 soccer fields, walking paths and local performances. Hangeul Day also brings clear, mild weather—ideal for exploring, though rain is forecast in the south and Jeju over the weekend. Seoul’s Global Pull: Condé Nast Traveler readers named Seoul the world’s top big city, while Seoul also ranked among the most popular overseas destinations for Chinese travelers during Golden Week. Plan the Season: Crowdsourced data now powers Korea’s official autumn foliage road map, helping visitors find fall colors beyond the capital. The Korea Tourism Organization is also stepping up efforts to draw international visitors to destinations outside Seoul. Tourism Outlook: South Korea ranked 12th in the World Economic Forum’s Travel & Tourism Development Index, third in Asia.

Seoul’s Global Appeal: Condé Nast Traveler readers named Seoul the world’s best big city for 2026, praising its blend of heritage, modern life and hospitality. Autumn Foliage: Korea’s official map forecasts peak colors at 36 destinations, drawing on reports from 829 citizen scientists. Seoul and Gangwon should peak in late October, with southern regions following in early to mid-November. After Dark: Seoul’s light festival on Nodeul Island drew nearly 300,000 visitors in its first week; installations and performances continue through Oct. 11. Beyond the Capital: The Korea Tourism Organization is stepping up efforts to attract international visitors outside Seoul. The country ranked 12th globally, and third in Asia, in the World Economic Forum’s travel development index. Getting Around: Korea’s integrated high-speed rail service carried 9.36 million passengers in its first month, offering travelers another way to connect destinations.

Seoul Spotlight: Seoul topped Condé Nast Traveler’s 2026 reader poll of the world’s best big cities, praised for its mix of palaces, food, arts and nightlife. International arrivals to the capital were also up 22% through August, with foreign visitor spending rising nearly 60%. Busan After Dark: The city is expanding evening tourism with river cruises, night markets, concerts and waterfront events. Taiwanese visitors to Busan reached 605,218 from January to July, up 60.1% year over year. Beyond the Capital: Korea’s tourism board is stepping up efforts to draw international travelers to destinations outside Seoul. Autumn Trips: Korea’s fall foliage forecast offers travelers a timely guide to planning seasonal outings.

Tourism Growth: Foreign visits to Seoul rose 22% through August, with tourist spending also surging. The Korea Tourism Organization is stepping up efforts to draw more international visitors beyond the capital. Visitor Experience: Seoul is adding official souvenir vending machines at fall festival sites, with more planned for Seoul Station, Anguk Station and the Seouldal sightseeing balloon. The city also ranked third among the world’s friendliest cities in Condé Nast Traveller’s 2026 readers’ awards. Managing Crowds: In Bukchon, residents are pushing back against noise and congestion; restrictions on large tour buses are now permanent, and visitors are being urged to keep voices down in the residential area.

Unification Church Fallout: South Korea’s Culture Ministry rejected the Unification Church foundation’s bid to sell about 52.3 billion won ($38.9m) in land and buildings while it faces corruption probes, citing weak justification and the lack of a clear use plan. Daejeon K-Content Buzz: The 2026 Daejeon Content Fair runs Oct. 16–18 at Daejeon Convention Center, spotlighting characters, serious games, and subculture, plus a serious game competition and networking for creators. Seoul Transit Upgrade: Seoul’s “G3 Seoul Plan” pushes river ferries, autonomous buses, and self-driving taxis to scale up by 2030, with ferry ridership topping 600,000 since launch. Tourism Viral Moment: A stranded shark in Busan (“Bukangi”) has drawn over a million visitors, boosting retail and sparking a trademark scramble as authorities try to manage vendors. Visitor Safety & Access: Authorities are investigating a late-night park brawl in Pyeongtaek involving about 10 foreign nationals; meanwhile, a consumer alert warns of AI-assisted bank data breach scams. WYD Seoul 2027: Organizers are recruiting international volunteers for World Youth Day Seoul 2027, with travel and visa steps for selected applicants.