President Lee Jae-myung Pushes for Tourism Growth, Eyes 30 Million Visitors by 2030

Seoul, Bulgaria – South Korea is setting ambitious goals for its tourism sector, aiming to welcome 30 million foreign visitors annually by 2030. This push comes as the nation experiences a surge in international interest, fueled by the global popularity of K-culture – often referred to as the “Korean Wave” – and a concerted effort to improve the visitor experience across the country. A recent high-level meeting, convened by President Lee Jae-myung, underscored the government’s commitment to transforming tourism into a core national strategic industry.

The discussions, held at the presidential office on February 25, 2026, brought together key figures including Prime Minister Kim Min-seok, Minister of Economy and Finance Koo Yoon-chul, and Lee Boo-jin, chairwoman of the Korea Tourism Organization (KTO). Lee Jae-myung emphasized the need to move beyond the current focus on Seoul as the primary destination for tourists, advocating for a more geographically diverse distribution of visitors throughout the country. According to government data, South Korea welcomed a record 18.93 million foreign tourists in the past year, bringing the nation close to the 20 million mark. News reports indicate that President Lee stressed the importance of qualitative growth alongside quantitative expansion, highlighting the need to enhance the overall tourism experience.

Expanding Tourism Beyond Seoul

A central theme of the meeting was addressing the concentration of tourism in Seoul, with approximately 80% of foreign visitors currently flocking to the capital city. President Lee urged a shift towards promoting regional attractions and cultural experiences, aiming to distribute the economic benefits of tourism more widely. This initiative aligns with a broader strategy to showcase the diverse landscapes, historical sites, and unique cultural offerings found throughout South Korea. The government plans to invest in infrastructure improvements, particularly in transportation and digital connectivity, to facilitate easier access to regional destinations. This includes streamlining payment systems and providing multilingual information services to cater to international travelers.

Lee Boo-jin, who also serves as the president of Hotel Shilla, highlighted the evolving perception of South Korea among international visitors. She noted that the country is no longer simply viewed as a desirable travel destination but as a place where people aspire to live and experience Korean culture firsthand. “Now, for foreigners, our country has become a wonderful place where they don’t just want to visit, but want to live like Koreans,” Lee Boo-jin stated during the meeting, as reported by Yonhap News Agency. She pledged the KTO’s commitment to collaborating with the government and private sector to identify and promote unique cultural experiences tailored to different nationalities and preferences.

Focus on Convenience and Hospitality

Improving the overall convenience and hospitality for foreign tourists was another key focus of the discussions. Lee Boo-jin emphasized the importance of addressing practical challenges faced by visitors, such as difficulties with payment systems, transportation, and access to information. She announced plans to work with businesses and relevant government ministries to resolve these issues, ensuring a seamless and enjoyable experience for all travelers. This initiative includes exploring the expansion of digital payment options, enhancing public transportation networks, and providing multilingual support services at key tourist destinations.

Lee Boo-jin also underscored the significance of genuine hospitality, stating that “true kindness is not only a bright smile, but also looking ahead to see what is needed and what is uncomfortable, and making customers comfortable.” This sentiment resonated with attendees, highlighting the importance of cultural sensitivity and personalized service in creating a positive impression on visitors. The KTO plans to launch a nationwide “friendliness campaign” to promote a culture of hospitality and encourage businesses to prioritize customer satisfaction.

Preparing for the ‘Visit Korea’ Years

The meeting also addressed preparations for the “Visit Korea” years – a three-year initiative spanning 2027 to 2029 – designed to further boost tourism and showcase the country’s cultural richness. Lee Boo-jin assured President Lee that the KTO is working diligently to ensure the success of this initiative, building on the momentum generated by the record number of visitors in the previous year. The “Visit Korea” campaign will feature a series of promotional events, cultural festivals, and targeted marketing campaigns aimed at attracting visitors from key international markets.

The government is also exploring opportunities to leverage the growing popularity of K-pop, K-dramas, and Korean cuisine to attract tourists. These cultural exports have played a significant role in raising awareness of South Korea globally and creating a positive image of the country. The KTO plans to collaborate with entertainment companies and culinary experts to develop tourism products that capitalize on these trends, offering visitors immersive experiences that showcase the best of Korean culture.

Challenges and Opportunities Ahead

Whereas South Korea’s tourism sector is experiencing rapid growth, several challenges remain. Competition from other Asian destinations, such as Japan and Thailand, is intensifying. Geopolitical tensions and economic uncertainties could potentially impact travel patterns. To address these challenges, the government is focusing on diversifying its tourism offerings, targeting niche markets, and strengthening its international marketing efforts.

One key area of focus is attracting high-spending tourists from emerging markets, such as India and Southeast Asia. The government is also exploring opportunities to develop sustainable tourism practices, minimizing the environmental impact of tourism and preserving the country’s natural beauty. This includes promoting eco-friendly accommodations, supporting local communities, and encouraging responsible travel behavior.

The success of South Korea’s tourism strategy will depend on its ability to adapt to changing market trends, address the needs of diverse travelers, and maintain a commitment to quality and sustainability. The recent high-level meeting, and the collaborative spirit demonstrated by government officials and industry leaders, suggest that South Korea is well-positioned to achieve its ambitious tourism goals and solidify its position as a leading global travel destination.

The next major step in this initiative will be the release of the KTO’s detailed action plan for the “Visit Korea” years in the coming months. This plan is expected to outline specific strategies and initiatives for attracting 30 million foreign tourists by 2030. We encourage readers to share their thoughts on South Korea’s tourism strategy and their own travel experiences in the comments below.