SEOUL, South Korea - A recent survey conducted by travel platform Klook has revealed a concerning trend for South Korea's tourism industry: it lags significantly behind Japan in the preference of international travelers. The '2025 Travel Pulse' survey, which polled 7,000 individuals across 14 countries planning their travels this year, indicated that while some Southeast Asian nations show a relatively strong interest in visiting Korea, it falls far behind Japan in overall appeal, particularly among key demographics and broader regions.
The survey highlighted that, on average, only about 9% of travelers from East Asia and Southeast Asia expressed a desire to visit South Korea. Indonesia showed the highest interest at 15.4%, followed by Vietnam (13.5%) and the Philippines (13.0%). However, major markets like Singapore, Japan, Malaysia, and Thailand all registered interest levels below 10%. Alarmingly, the United States and Australia showed the least inclination towards South Korea, with only around 1% of respondents indicating a preference.
The disparity was even more pronounced among the coveted MZ generation (Millennials and Gen Z) in East and Southeast Asia. Only 4.2% of this demographic expressed interest in visiting South Korea, a mere third of the proportion that favored Japan.
When the scope broadened to include the entire Asia Pacific region, as well as the United States and Australia, Japan emerged as the top preferred destination. Following Japan were mainland China, Singapore, Hong Kong, Australia, India, and Thailand, with South Korea trailing in eighth place. This suggests a significant challenge for South Korea in attracting a wider range of international tourists compared to its neighbor.
Klook's analysis of the data suggests that a key factor in Japan's popularity is the desire among travelers to explore regional areas beyond the main cities. Over 50% of those planning a trip to Japan indicated an interest in visiting its diverse local destinations. This underscores the importance of developing and promoting regional tourism content for South Korea to attract more inbound visitors.
The survey also identified the primary factors influencing travelers' destination choices: 'national safety', 'travel budget', and 'ease of transportation'. This highlights that beyond safety considerations, the convenience and efficiency of navigating a country's transportation network play a crucial role in overall travel satisfaction.
Klook pointed out a critical weakness in South Korea's current tourism infrastructure: while the country boasts an extensive high-speed rail network, the payment systems and identity verification processes are primarily geared towards domestic users, causing inconvenience for international visitors. Furthermore, the limited availability and frequent early sell-outs of high-speed train tickets, coupled with restricted access to online booking through global platforms, present significant hurdles for foreign tourists.
Junho Lee, Head of Klook Korea, emphasized South Korea's untapped potential: "Korea possesses a wealth of diverse tourism content across its regions, offering immense potential for growth. If we can make it easier for foreigners to utilize transportation options like high-speed trains, South Korea can become an even more appealing travel destination." He added, "As a global online travel agency, Klook is committed to developing and expanding our services to ensure that inbound tourists can fully experience the rich diversity of regional Korea."
The survey results serve as a wake-up call for South Korea's tourism authorities and stakeholders. Addressing the identified weaknesses in transportation accessibility and payment systems, while actively developing and promoting regional attractions, will be crucial in bridging the gap with Japan and attracting a greater share of the lucrative international tourism market. The future success of South Korea as a leading travel destination hinges on its ability to adapt and cater to the needs and preferences of global travelers.
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