Published on September 2, 2025
In 2025, South Korea’s travel trends show a significant shift, with China overtaking Southeast Asia as the top destination for outbound travelers. This change is driven by a variety of factors, including China’s growing appeal as a short-haul destination and a strategic replacement for Southeast Asian countries that saw a decline in South Korean visitors. Economic and cultural ties between South Korea and China have strengthened, making it a more attractive option for travelers seeking proximity, affordability, and diverse experiences. The rise of China highlights a structural change in travel preferences, pointing to a more diverse and evolving travel landscape for South Koreans.
In the first half of 2025, South Korea recorded a notable 14.56 million outbound travelers, marking a 4% increase compared to the same period in 2024. This growth signals an ongoing recovery in international travel, though the rate of expansion appears to be slowing. The data suggests that South Korea’s outbound travel may be reaching a level of stabilization, with the trend indicating a normalization rather than exponential growth.

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A key development in outbound travel during this period was the surge in trips to China. This increase in Chinese travel is particularly noteworthy as it has started to replace some of the travel traditionally directed toward Southeast Asia. In the first half of 2025, South Koreans traveling to China increased by 470,000, contributing significantly to the overall rise in outbound travel.
This shift has been largely driven by a net increase of around 540,000 travelers to China, accounting for 69% of the combined growth in travel to both China and Japan. In contrast, the country saw a decline in travelers heading to Southeast Asia. The drop in trips to Thailand and the Philippines—150,000 and 140,000, respectively—represents more than 60% of the increase in travel to China. This trend highlights a significant shift in preferences, with China emerging as a more attractive short-haul destination compared to Southeast Asian countries. As a result, China has gained ground as an alternative travel choice for South Koreans.

Although outbound travel has shown signs of plateauing, South Korea’s inbound tourism continues to see impressive growth. In 2024, the country welcomed 16.97 million international visitors, a level comparable to what was seen in 2018 and 2019. The first half of 2025 has seen a strong start, with arrivals reaching 9.15 million. If this trend continues, the country could potentially surpass the record number of 17.5 million international visitors set in 2019.
A large part of South Korea’s inbound tourism growth can be attributed to the continued influx of visitors from Mainland China. In the first half of 2025, approximately 2.18 million visitors came from China, accounting for 24% of all inbound travelers. This marked a significant increase of 297,000 visitors compared to the same period in 2024, contributing to 26% of the overall growth in arrivals.

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Japan remains the second-largest source of visitors, with 1.91 million people traveling to South Korea in the first half of 2025, representing an approximate 17% increase. Taiwan and Hong Kong have also contributed to the rise in inbound tourism, with the two regions showing even stronger growth. Taiwan’s visitors grew by 30%, while Hong Kong experienced a 24% increase, with both regions combined accounting for a total of 1.31 million visitors.
This upward trend in inbound travel highlights South Korea’s growing appeal as a destination, particularly for travelers from neighboring countries in East Asia. The country’s ongoing recovery from the global challenges posed by the pandemic is evident, with inbound tourism now nearing pre-pandemic levels. South Korea’s ability to attract tourists from major markets such as China and Japan has played a pivotal role in this rebound, further cementing its position as a leading destination in the region.
While outbound travel to Southeast Asia has faced a dip, the rise in travel to China suggests a broader shift in the regional travel landscape. It remains to be seen whether this trend will continue in the second half of 2025 and beyond. However, the overall outlook for South Korea’s tourism industry seems positive, with both outbound and inbound travel showing resilience and adaptability in the face of shifting preferences and global trends.
As the second half of 2025 unfolds, South Korea’s tourism industry will likely continue to evolve, with outbound travelers seeking new destinations, and inbound visitors taking advantage of the country’s rich cultural and economic offerings. The current data points to a return to a more balanced and sustainable growth model, with potential for further diversification in both outbound and inbound tourism flows.

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Tags: China travel surge, outbound travel 2025, South Korea travel trends, Southeast Asia decline

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