Not Even Half of Japan: 5 Challenges President Lee Jae-myung's Tourism Overhaul Declaration Poses for Korea's 30-Million-Visitor Goal and K-Culture's Global Leap
President Lee Jae-myung declared a fundamental transformation of Korea's tourism industry at the 11th Expanded National Tourism Strategy Meeting, targeting 30 million foreign visitors by 2030. With 18.93 million visitors in 2025 — a record high — Korea still lags behind Japan's 42.7 million, falling short of even half, making the challenges ahead starkly clear.
K-Culture's excitement must not stay confined to screens — President Lee Jae-myung stepped in personally to demand a fundamental overhaul of the tourism industry. From eliminating price gouging to dispersing tourists beyond Seoul, the great transformation toward a 30-million-visitor target by 2030 has begun.
TL;DR
- 18.93 million foreign visitors in 2025 — a record high, but only 44% of Japan's 42.7 million
- President Lee officially declares target of 30 million visitors by 2030
- Four pillars: break Seoul's 80% concentration, revitalize regional tourism, simplify visas, eliminate price gouging
- Half-price travel policy to be expanded nationwide from April
- Accelerating foreign visitor inflow in connection with K-Culture events including BTS's June concert
The Facts — What Happened
President Lee Jae-myung chaired the 11th Expanded National Tourism Strategy Meeting at Cheong Wa Dae on February 25, 2026. It was the first time in 7 years since 2019 that a president personally attended this meeting.
Attendees included Lee Boo-jin, CEO of Hotel Shilla (co-chair and private-sector chair of the Visit Korea Year committee), Prime Minister Kim Min-seok, and relevant cabinet ministers. The government presented a strategy built on two pillars:
- Expanding inbound demand — visa simplification, activating regional airports, improving accommodation systems
- Revitalizing regional tourism — strengthening content outside Seoul, expanding the half-price travel policy nationwide
Key figures are as follows:
| Category | Figure |
|---|---|
| Foreign visitors to Korea in 2025 | 18.93 million (record high, +15.7%) |
| 2030 target | 30 million |
| Seoul concentration rate | Approx. 80% |
| Japan's 2025 visitors | 42.7 million |
| April half-price travel pilot expansion | Nationwide rollout of the Gangjin model |
Why It's Trending — Driving Factors
1. Proof of the BTS Return Effect
Weekend accommodation prices near the BTS concert scheduled in Busan in June surged by an average of 2.4 times. Cases were even found of rooms normally priced at ₩100,000 listed at ₩750,000. The reality that a single K-pop concert can shake the entire economy of a city is the backdrop that elevated tourism policy to a national strategy.
2. Reconfirming the Gap with Japan
While Japan attracted 42.7 million foreign visitors in 2025, Korea drew only 18.93 million. Even accounting for the weak yen effect, a sense of crisis over widening gaps in content, infrastructure, and price competitiveness has driven the policy push.
3. The Need to Convert K-Culture Momentum into Reality
While Netflix Korean dramas and the global K-pop craze are reaching a peak, the conversion rate of that interest into actual visits to Korea has long been criticized as low. President Lee's own remark that "K-Culture must not remain as mere applause on screens" speaks directly to this.
Context/Background — What Are the Structural Problems?
The Trap of Seoul's 80% Concentration
80% of foreign tourists concentrate in Seoul alone, meaning regional economies see almost none of the tourism boom. Culture Minister Chae Hwi-young characterized the situation as "a golden moment for a decisive leap" and unveiled the 'K-Tourism Goes to the World' initiative.
Price Gouging — The Biggest Enemy of Return Visits
Travelers who experience price gouging once abandon plans to return. The government has signaled a major tightening of legal penalties and the launch of a price transparency platform.
The Visa Barrier
While Japan has rapidly grown return visitors by simplifying multiple-entry visas, Korea still faces criticism for complex visa procedures. The government has signaled visa simplification measures alongside expanding entry gates through regional airports.
Outlook — How Far Will It Go?
Feasibility
To reach 30 million visitors by 2030 from 18.93 million in 2025, Korea needs an average annual growth of approximately 9.7%. Given the 2025 growth rate of +15.7%, this is not an impossible figure.
Key Variables
- Density of K-pop events such as BTS and BLACKPINK — concert schedules are directly tied to Korea visit demand
- Iran war's impact on flights and oil prices — rising long-haul travel costs are a headwind
- Speed of regional airport expansion — regional dispersal is impossible without infrastructure
- Exchange rate — a weak won (currently around ₩1,500) is a paradoxical tailwind, making Korea relatively affordable for foreign visitors
Longevity Estimate
Long-term issue — expected to continue as a policy agenda tracking annual progress through 2030.
Checklist — 5 Things to Watch Right Now
References
- President Lee: 'K-Culture must lead to tourism' — Hankyoreh (2026.02.25)
- Lee calls for tourism overhaul, targets 30m foreign visitors — Korea Herald (2026.03.06)
- South Korea's Lee calls for tourism overhaul — The Straits Times
- Accelerating the 'K-Tourism 30 million era' — Korea Policy Briefing
- South Korea targets 30 million visitors with visa-free entry — VnExpress
Image Source
- Gyeongbokgung Palace: Wikimedia Commons, Public Domain / Original link