10.71 Million Visitors to Korea in First Half... European Arrivals Up 20%, Americas Up 13%

2.03 Million Visitors from North America, Europe, and Oceania to Korea, Up 15% Year-on-Year
Expansion of Direct Flights to London and K-Content-Linked Marketing... Italy Sees 29% Increase

During the first half of this year, the number of foreign tourists visiting South Korea reached 10.71 million, with a marked increase in visitors from long-haul markets such as Europe and the Americas.

Tourists are taking photos and making memories on Myeongdong Street in Jung-gu, Seoul. Photo by Yonhap News

According to the Ministry of Culture, Sports and Tourism on August 6, the number of inbound foreign tourists to Korea from January to June 2026 was 10,709,919, up 21% compared to the same period last year. Among them, arrivals from the Americas totaled 1,077,287, increasing by 12.7%. Visitors from Europe totaled 738,943, a 20.2% rise. Other regions, including Oceania and Africa, saw 210,509 tourists—a gain of 11%. The combined number of visitors from the Americas, Europe, and Oceania reached 2,026,739, an increase of 15% from the previous year.

By country, the United States led with 811,974 tourists, up 11.1%. Canada saw 17.1% growth, Brazil rose by 22.1%, and Mexico by 16.3%. In Europe, the United Kingdom recorded 103,787 tourists, a 22.1% increase, while Germany had 100,403, up 15.4%. France increased by 17.2%, and Italy by 29%. Tourists from Australia amounted to 148,493, an increase of 13.1%.

The Ministry attributed the rise in long-haul visitors to the expansion of direct flight routes. Last year, a new route to Copenhagen, Denmark was launched. This March, Virgin Atlantic began operating daily flights between Incheon and London. The number of London route flights in the first half of the year increased by 34.7%, from 334 flights last year to 450 this year.

Local marketing efforts utilizing K-content and international sports events have also been strengthened. Approximately 50,000 people visited the Korea tourism promotion booth operated in connection with BTS's London concert. During the '2026 North and Central America World Cup' in Mexico City, a Korea tourism promotion center sold 1,480 travel packages, attracting 3,315 visitors. The Ministry estimated revenue from this initiative to be USD 16.13 million.

In emerging markets without overseas branches, the Ministry has been operating tourism promotion centers through local travel agencies and marketing companies. During the first half of this year, the number of visitors to Korea from Sweden increased by 57%, from Poland by 33%, and from Spain by 26%.

Kang Jungwon, policy chief at the Ministry of Culture, Sports and Tourism, stated, "The increase in visitors from North America, Europe, and Oceania reflects the combined effects of heightened awareness of K-culture, the expansion of direct flight routes, and localized marketing efforts. We will further strengthen promotional activities linked to international events and expand tourism products and services tailored to the preferences of long-haul travelers."

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