Foreign Tourists Everywhere These Days... "Shopping and Experiences Just Like Koreans"

Samjong KPMG “Inbound Consumption” Report

Record-High Number of Foreign Tourists to Korea Last Year

Stimulating Distribution, Consumer Goods, Medical, Hotel, and Platform Sectors Across the Board

As the number of foreign tourists visiting Korea increases, the domestic tourism market is showing both quantitative and qualitative growth. The nationalities of visitors are becoming more diverse, with a rise in independent travel over group tours. At the same time, tourism content and destinations are expanding beyond Seoul to regions across the country, reflecting changes in inbound consumption trends.

On July 13, Samjong KPMG released a report titled “Soaring K-Tourism, Evolving Inbound Consumption Trends,” analyzing the consumption patterns of foreign tourists in the following sectors: distribution, consumer goods, medical and wellness, hotels, and platforms.

Diversification of Shopping Channels and Consumption Areas... Expansion of Medical Tourism and Hotel Experience Products

In the distribution sector, it was found that foreign tourists are now shopping not only at duty-free stores but also at department stores, large discount retailers, convenience stores, and road shops. Consumption areas are also broadening from Seoul to other regions such as Busan and Jeju. According to the report, distribution companies are designing their stores to be appealing destinations for tourists and are launching limited-edition products that reflect local characteristics.

In the consumer goods sector, there is a growing trend among foreign tourists to directly experience the daily life and consumption habits of Koreans. “Counseling-type consumption,” where customers receive recommendations for personalized products and services after consultations or diagnoses, is also expanding. The report notes that flagship stores—large stores representing a brand—in major commercial districts of Seoul are being used not only as places to sell products but also as spaces for content creation and brand experiences.

In the medical and wellness field, demand from foreign visitors, once focused mainly on dermatology and plastic surgery, is now expanding to include health check-up centers, obstetrics and gynecology, and internal medicine. The report explains that medical tourists tend to stay relatively longer before and after treatment, leading to increased spending on accommodations, shopping, and dining. Pharmacies and optical shops are also strengthening their services for foreign tourists by offering language support and handling various procedures in a single visit.

The hotel industry is seeing an increase in products that allow guests to experience aspects of Korean lifestyle along with their stay. According to the report, while global luxury hotel brands are entering Seoul, domestic hotels are expanding offerings that combine traditional culture, cuisine, wellness, and medical services.

Platforms Connecting the Entire Travel Process... "A Mid- to Long-Term Turning Point for K-Tourism Strategy"

In the platform sector, services that handle the entire travel process—from searching for airline tickets to exploring transportation and restaurants, making reservations, and payment—within a single platform are spreading. The report states that domestic platforms are connecting local transportation, shops, and tourist attractions online, and are leveraging Korean consumption trends and user reviews to strengthen services for foreign visitors.

Vertical platforms, which specialize in particular fields such as K-pop, beauty, and medical aesthetics, are targeting increasingly segmented tourism demand. The report also notes that with the expansion of AI-based multilingual guidance and overseas payment systems, the interaction between tourists and businesses now extends from pre-trip information searches to product repurchases after returning home.

Samjong KPMG forecasts that analyzing the consumption characteristics of foreign tourists by nationality and usage channel will influence companies’ ability to secure business opportunities. The report emphasizes the need to move beyond viewing tourists as one-time visitors and to adopt strategies that connect them as overseas customers who can continue to purchase products and services even after returning to their home countries.

Han Sangil, Deputy CEO and leader of the Consumer & Retail Industry at Samjong KPMG, stated, “The growth of K-tourism goes beyond simply attracting a large number of foreign tourists; it is about increasing the length of stay, expanding consumption, and encouraging repeat visits, which will become key competitive strengths. Each industry must now develop strategies to turn the recent surge in foreign tourist demand into a mid- to long-term growth opportunity, rather than a temporary boom.”

This content was produced with the assistance of AI translation services.