South Korea’s outbound travel market registered a robust $27.8 billion USD in expenditure in 2023, recovering to 85% of its pre-pandemic levels from 2019. The intent to travel internationally remains exceptionally high, with a striking 82% of South Koreans planning an overseas trip within the next six months (South Korea Market Profile 2024, The Outbox Company).
Amidst this recovery, one trend stands out: Asia is overwhelmingly the preferred continent, attracting 86% of outbound Korean travelers. Within this landscape, Japan and Vietnam have emerged as clear frontrunners, capturing more than half of the market share. What drives these specific choices? Our blog dives into the data and uncovers the key factors influencing South Korean travelers’ destination decisions.
Decoding Destination Choices: Safety, Attractions, and Affordability
South Korean travelers are discerning, and their destination choices are primarily shaped by three critical criteria: safety, the allure of must-see attractions, and affordability. Understanding how Japan and Vietnam leverage these factors is crucial for any tourism stakeholder.
- Safety as a Paramount Priority: Japan’s Stronghold
“Safety standards” are consistently ranked as the most crucial factor for South Korean travelers (48% overall). In this regard, Japan holds a significant advantage, with 53% of Korean travelers specifically highlighting its safety. This strong association with security provides Japan with a competitive edge, directly contributing to its leading position as the top destination. While Vietnam is also recognized for its attractions and affordability, its safety perception (38%) is comparatively lower than Japan’s, an area ripe for focused messaging and perception building.
- The Allure of Must-See Attractions and Diverse Experiences
“Must-see attractions” rank as the second most important criterion (47% overall). Both Japan (52%) and Vietnam (55%) score highly in this aspect, indicating that both countries offer compelling sights that resonate with Korean travelers’ desire to maximize their exploratory experiences.
Beyond mere sightseeing, the data reveals a rich tapestry of preferred travel experiences:
- Japan: A Blend of Gastronomy, City Life, and Culture. Japanese destinations appeal strongly to those seeking diverse experiences. Gastronomy is a huge draw (72%), alongside vibrant city life activities (44%). Popular trip types include “City Break” (especially favored by women under 35), “Culinary,” and “Culture & Heritage.” This highlights Japan’s success in curating urban and cultural immersion.
- Vietnam: Nature’s Embrace and Culinary Delights. Vietnam carves out its niche by excelling in “Nature” experiences, with 45% of travelers interested in nature-based activities in Vietnam, compared to 30% for Japan. Gastronomy remains a strong pull (62%), as do cultural & historical explorations (45%) and relaxing at coastal areas (45%). “Nature & Outdoor” trips are particularly popular among families with children, while “Culinary” experiences broadly appeal.
Regardless of the specific trip type or budget, core preferences for South Korean travelers center around gastronomic experiences (70%), cultural immersion (48%), and beach relaxation (42%). This underlines a universal appreciation for these core travel pillars across segments.
- Affordability: A Key Differentiator, Especially for Younger Travelers
“Affordable travel experiences” stands as the third most critical factor (41% overall), becoming especially pivotal for younger travelers under 35, who often prioritize cost-effectiveness. The average South Korean traveler typically budgets around $1,650 USD for a 5-day international trip. However, in the current economic climate marked by inflation and rising travel costs, a significant proportion of travelers are adopting budget-cutting behaviors. This includes opting for less expensive or nearer destinations (54%), reducing spending at the destination (24%), downgrading airfare options (28%), or choosing less expensive accommodation (32%). Younger travelers without children, particularly men, show a higher propensity to cut costs on accommodation.
Vietnam leverages this criterion effectively. While both Japan (44%) and Vietnam (41%) are perceived as offering affordable travel, Vietnam’s overall lower cost of living often translates into more budget-friendly trips. This makes it an attractive option for budget-conscious travelers, who, as insights suggest, tend to prioritize experiences like local food and exploration over more indulgent activities, which are favored by those with higher travel budgets.
Conclusion
The South Korean outbound travel market is robust, driven by a strong desire to connect with others, explore new destinations, and experience nature. Their choices are heavily influenced by safety, the quality of attractions, and affordability. Japan and Vietnam, each with distinct strengths, have successfully capitalized on these drivers.
For a deeper dive into these and other critical trends shaping the South Korea outbound travel landscape, explore The Outbox Company’s comprehensive South Korea Market Profile report.
