We will discover differentiated content so more travelers can experience Korea longer and more deeply. To that end, we will also actively work to improve lodging infrastructure and systems.
Seo Ga-yeon, Airbnb Korea country manager, said this at a media briefing held on the 28th at Epilogue Seongsu in Seongdong-gu, Seoul, under the theme "K-culture, the start of travel." As interest in K-culture, including K-pop, drama, and food, turns into actual demand to visit Korea, the plan is to expand it into a sustainable travel trend rather than a one-off tour.
That day, Airbnb released a survey report, "Steps toward Korea: the power of K-culture drawing a new generation of travelers to Korea," based on 4,500 overseas travelers who had visited or planned to visit Korea. The report covers how K-culture affects overseas travelers' decision to visit Korea and the styles of travel they want.
Sharon Chan, head of communications for Airbnb Asia-Pacific, who presented the findings, said, "K-culture is becoming a powerful driver bringing travelers from around the world to Korea," adding, "They want to stay longer, spend more, and have deeper cultural experiences." She added, "For such demand to spread beyond Seoul to more regions and communities, expanding regional lodging infrastructure is the key task."
In the survey, 94% of respondents said K-culture influenced their interest in traveling to Korea, and 75% cited K-culture as a key motivation to visit. Travelers influenced by K-culture spent an average of $435 more per person than those who were not. Among them, 68% said they had traveled or planned to travel with friends or family, and 88% said they had stayed or planned to stay for three nights or more.
Travel styles are also shifting from simple sightseeing to experience-centered trips. A total of 91% of respondents said experiencing authentic local culture is important when traveling in Korea. Among travelers influenced by K-pop, 92% said they want to experience Korea's broader culture beyond music, including food, history, and nature. Among home-sharing users, 65% said they chose home-sharing to stay in local neighborhoods.
However, the concentration of demand for travel to Korea in Seoul was flagged as a challenge. Among respondents who had traveled to or were interested in traveling outside Seoul, 74% said drama and films increased their interest in visiting regions beyond Seoul. Yet 66% of actual visitors still spent most of their itinerary in Seoul. Among potential travelers, 83% said the availability of suitable lodging options outside Seoul would significantly influence their booking decisions.
Chan said, "In the case of small regional cities, traditional lodging infrastructure such as hotels is limited, and even when available, it is mostly concentrated around a few famous tourist spots," adding, "Without expanding lodging infrastructure, substantial potential demand will not translate into actual travel."
The subsequent panel discussion also explored ways to link K-culture travel to regional dispersion and repeat visits. Fabian, a tour interpreter-guide and broadcaster, said, "Interest in Korea sparked by K-content is expanding regardless of generation or gender," adding, "More foreign travelers are moving beyond one-off experiences like taking photos at Gyeongbokgung to visiting places such as the National Museum of Korea to delve deeply into Korea's traditional culture and history."
Park Sung-bae, head chef who runs the Michelin one-star Korean dining restaurant "Onjiam," said interest in Korean food and traditional living culture is deepening. Referring to the "learning Korean jang (fermented sauces) experience" launched last year with Airbnb, Park said, "It was impressive to see foreign guests enjoy jang culture as it is, not as fusion, with its authentic cooking methods and the wisdom of fermentation."
The need to improve lodging infrastructure was also raised. Chae Bo-young, president of the Korea Private Lodging Business Association, said, "Generation Z wants stand-alone accommodations across the country where they can travel in groups with friends their age, but in reality, institutional barriers such as residency requirements and resident consent make it difficult to meet the demand," adding, "Practical home-sharing regulations are needed to support longer stays and regional dispersion."
Airbnb plans to expand content that connects K-culture's buzz to actual stay experiences. Representative examples include a recent collaboration with K-pop idol CORTIS, an Airbnb experience commemorating SEVENTEEN's 10th debut anniversary, accommodations that recreate spaces from SEVENTEEN's music videos, and the "In the SOOP BTS ver. Season 2" lodging.
Seo said, "K-culture has now become a powerful starting point for travel to Korea," adding, "What matters is helping ensure this curiosity does not remain mere buzz, but leads to longer stays, experiences that spread across every corner of Korea, and completed trips that engage deeply with Korean culture."