Korea Tourism Organization (KTO) is implementing a strategy centered on targeted marketing and regional diversification to achieve a goal of record-high 4.5 million Japanese tourists in 2026, as travel to South Korea becomes an overseas destination for Japanese people to visit easily in their daily lives.

Japanese tourists to South Korea reached record-high 3.65 million in 2025, and also tourists between Japan and South Korea totaled record-high 13 million. 

“South Korea becomes not just a next overseas destination for Japanese people, but a destination that they feel even more familiar than domestic travel or a destination that they can easily visit whenever they feel like it,” Park Sung-hyeuck, President and CEO of KTO said. “They enjoy South Korea in one night trip or even daily trip. Not only young females but also men or families enjoy South Korea in different ways.”

KTO aims to attract 30 million international tourists by 2028, and as   one of the midterm goals, KTO targets 4.5 million Japanese tourists in 2026, 23% more than 2025. 

Sung-hyeuck said, “To ensure this goal doesn't end as a mere declaration but translates into concrete results, we have been exploring collaborative strategies and forming partnerships with key players in the Japanese travel industry.”

韓国観光公社　ペク・ヘジン次長

Changing the market structure

KTO Tokyo Office analyzed that the Japanese market for South Korea is boosted mainly by 20s and 30s individual female travelers. In the market from local areas in Japan to South Korea, interest in traveling to South Korea is high, but the overall scale of overseas travel tends to be relatively small. KTO recognizes that it needs a strategy by region.

Under the market circumstances, KTO has basic plans to encourage regular Japanese travelers in urban areas to visit South Korea again and to boost overseas travel demand in local areas. 

More than 90% of Japanese tourists to South Korea are individual travelers, and less than 20% of them visit local areas in South Korea. KTO regards these trends as challenges to transform quality of the demand.

韓国観光公社の日本市場におけるマーケティング戦略

Three steps marketing strategies

KTO showed three steps marketing strategies. The first step is to create new demands through ‘The First Travel to South Korea Campaign.’ The second step is to encourage young travelers to visit South Korea repeatedly in partnership with LCCs. The third step is to send Japanese tourists to local areas.

In addition, KTO Tokyo Office is focusing on revisiting by 20s and 30s females, guiding active seniors and groups to local areas and reducing hurdles to visit South Korea for unexperienced travelers.