The comeback concert by BTS has led to a surge in foreign tourists visiting Korea. Rather than only watching the show, so-called "pilgrimage-style trips" to BTS-related spots are the mainstream. The travel industry is quickly rolling out customized packages targeting BTS's fandom, "ARMY."
◇ ARMY from around the world head to Korea… BTS tourism demand jumps 60%
According to global travel product platform klook on the 20th, traffic for BTS-themed tourism products in January–February this year rose 61% from November–December last year.
BTS-themed trips include itineraries that visit restaurants the members frequented, the agency building, and album cover shoot locations. Offerings range from day trips to six days and five nights. There are also packages that include regions linked to BTS members, not only Seoul but also Pyeongchang or Gangneung in Gangwon and Busan.
The travel industry said demand is concentrating in April–May, when BTS will follow the Gwanghwamun show with concerts. A representative of the travel agency I Love Seoul Tour said, "Inquiries for tours that include places where BTS filmed, such as Dae Jang Geum Park in Yongin, have increased more than 50% for departures starting in April."
Ahead of the BTS show, foreign arrivals also rose sharply. According to the Ministry of Justice Korea Immigration Service, 1,099,700 foreigners (excluding crew) entered the country from the 1st to the 18th of this month. That is up 32.7% (271,200 people) from the same period last year. If arrivals on the 19th–20th, just before the show, are included, the increase could be larger.
The travel industry, hit by instability in the Middle East, is looking to the concert as a chance to revitalize domestic tourism. A representative of travel agency A said, "Because the album concept is 'Arirang' and the concert is being held near Gyeongbokgung, we expect demand to grow for palace tours and traditional culture experiences," adding, "If demand concentrates on specific programs, we may develop new products."
A representative of travel agency B said, "Using the concert as a starting point, many foreigners visiting Korea for the first time revisit focusing on BTS-related places or extend their stays."
◇ "266.0 billion won" BTS-nomics, will it top U.S. Swift?
Some analysts say BTS's economic ripple effect could exceed the economic impact created by U.S. pop singer Taylor Swift's shows, the so-called "Swiftnomics."
In 2023, Taylor Swift's Eras Tour was estimated to generate up to $70 million (about 104.4 billion won) in economic impact each time it performed in a U.S. city.
Bloomberg estimated that, considering related spending on air travel, lodging, food and beverages, merchandise, and streaming, BTS's Gwanghwamun concert alone could generate about $177 million (about 266.0 billion won) in economic ripple effects for the Seoul area.
However, a challenge is to ensure such effects do not remain a one-off but are connected to sustainable tourism resources.
Jung Ransu, a professor in Hanyang University's Department of Tourism, said, "Taking an interest in Korea through BTS serves as a primary catalyst, allowing people to naturally encounter the culture Koreans consume and everyday experiences," adding, "If we survey foreign tourists' preferences and create an environment that can overcome language barriers to connect everyday resources to tourism resources, domestic tourism could be further revitalized."