Skift Take

2024 might be the year we finally stop comparing South Korea's tourism numbers to 2019. This year, South Korean arrivals could set a new standard all on their own!

South Korea's tourism industry is experiencing a significant revival. The country welcomed 7.7 million foreign arrivals in the first half of the year, a 74% increase from the same period in 2023.

The numbers for the first six months of 2024 reached 91% of what it was during the first six months of 2019.

China led the way with 2.2 million visitors, followed by Japan with 1.4 million, Taiwan with 680,000, and the U.S. with 640,000.

One contributing factor to this surge is also the return of Chinese group tours. The proportion of Chinese tourists entering Korea on group tour visas has risen to nearly 12%, mirroring pre-pandemic levels. Travel policies, such as visa-free entry for Chinese nationals transiting to a third country, have also played a role.

Korea’s appeal to Chinese tourists remains strong. Last year, the country became the second most popular foreign de