K-pop Activity Lifts Travel Interest in South Korea This Month
Seoul, June 27, 2025 — A surge in global travel interest to South Korea this month has been directly linked to the country’s dynamic K-pop scene, with hotel searches in Seoul and Busan skyrocketing as international fans prepare to flock to the peninsula for a series of high‐profile music events.
According to data released by the Korea Tourism Organization (KTO) in collaboration with major online travel agencies, SEOUL hotel searches rose by 30 percent year‐on‐year in June, while Busan saw an even more dramatic 50 percent increase over the same period. These figures coincide with the announcement of blockbuster K-pop events, including BTS’s long‐awaited comeback performances and a roster of festivals and concerts that promise to draw thousands of overseas visitors.
“We often observe a clear correlation between K-pop event announcements and spikes in travel demand,” said Kwak Jae Yeon, Director of the Hallyu Contents Team at KTO. “The timing of large‐scale K-pop concerts and festivals often coincides with a sharp rise in foreign arrivals and hotel bookings in host cities.”
Event Highlights and Travel Search Patterns
The Busan One Asia Festival, slated to take place from September 17 to 26, is at the forefront of this travel wave. Regional travel data indicates that searches for stays in Busan from September 14 to 28 have surged by 69 percent year‐on‐year, as reported by Booking.com’s Regional Director for North & South APAC, Nuno Guerreiro.
“Travel searches to Busan have already risen 69 percent year‐on‐year for stays from September 14 to 28 (the event is set for September 17 to 26),” Guerreiro commented. “This trend underscores the global fan community’s eagerness to secure accommodations well in advance of the festival dates.”
In addition to Busan’s marquee festival, Seoul is gearing up for a series of fan‐centric events branded under the BTS Festa celebrations. These gatherings, commemorating BTS’s anniversary, will include pop‐up exhibitions, exclusive fan meetings, and limited‐edition merchandise releases. Alongside these festivities, solo concerts by J‐hope—one of BTS’s most energetic performers—will draw both local and international fans.
Sources indicate that international search interest is particularly strong in markets such as the Philippines, Germany, and France. Hotel booking platforms have reported double‐digit growth in reservation inquiries from these countries, with France showing a remarkable 45 percent increase in searches for Seoul hotels in June compared to the previous year.
Broader Tourism and Global Music Event Trends
The upward trajectory of travel interest extends beyond K-pop. A global survey of 5,000 leisure travelers conducted earlier this year revealed that 58 percent plan to attend music events as part of their travel itinerary in 2025, making music festivals and concerts one of the top travel motivators worldwide. Analysts attribute this to a post‐pandemic resurgence in experiential travel, where cultural immersion and live entertainment are high on the list of traveler priorities.
Within this context, South Korea’s Hallyu, or Korean Wave, has emerged as a powerful catalyst. The 2024 Korea Inbound Visitor Survey identified K-pop as the top reason among international visitors for choosing South Korea as their destination. Respondents cited not only the appeal of live performances but also interest in visiting filming locations, themed cafés, and K-pop–related museums and exhibitions.
Infrastructure and Strategic Positioning
In response to the growing demand, local authorities and the tourism industry have stepped up efforts to enhance visitor experiences. The Seoul Metropolitan Government has extended the operating hours of key tourist attractions and implemented shuttle services connecting major event venues with central hotel districts. Busan’s municipal government has launched a special transportation pass that offers unlimited metro rides during the Busan One Asia Festival period, along with discounts on ferry trips to nearby islands.
Accommodation providers are also adapting. Boutique hotels and guesthouses near Hongdae and Gangnam in Seoul are offering K-pop–themed packages, including welcome kits with replica lightsticks, photo cards, and guided tours to entertainment company headquarters. Similarly, in Busan, oceanfront hotels are rolling out festival bundles that include priority concert shuttle access and festival merchandise vouchers.
Economic Impact and Future Projections
Experts project that the cumulative economic impact of these events will exceed USD 200 million in direct tourism receipts this year, encompassing accommodation, transportation, dining, retail, and entertainment. The indirect benefits—such as increased brand awareness for South Korea as a travel destination—are expected to bolster long‐term visitor growth.
“We are seeing an unprecedented synergy between cultural content and tourism development,” remarked Kwak Jae Yeon. “By aligning major K-pop events with strategic tourism initiatives, we not only drive short‐term economic gains but also build a sustainable model that supports continuous interest in Korea’s diverse offerings.”
Looking ahead, KTO plans to leverage digital marketing campaigns targeting key markets and roll out immersive virtual reality experiences that allow potential visitors to sample K-pop concerts online before booking their trips. These initiatives aim to maintain momentum and stimulate off‐peak travel during the winter months, when South Korea traditionally experiences a lull in international arrivals.
Conclusion
With hotel searches in Seoul up 30 percent and Busan up 50 percent in June, the influence of K-pop on South Korea’s tourism sector is more pronounced than ever. Major events such as the Busan One Asia Festival and BTS Festa celebrations are acting as powerful magnets for global audiences, while infrastructural enhancements and tailored accommodation offerings ensure that visitor expectations are met. As the Hallyu wave continues to wash over international markets, South Korea stands poised to capitalize on its status as the epicenter of contemporary pop culture and experiential travel.
The seamless integration of high‐profile music events, strategic tourism planning, and innovative visitor experiences underscores a model that other destinations may seek to emulate. For now, South Korea’s K-pop–driven travel surge offers a compelling blueprint for harnessing cultural soft power to drive economic growth and global engagement.
Source:
TTG Asia, "K-pop Activity Lifts Travel Interest in South Korea This Month," June 27, 2025. https://www.ttgasia.com/2025/06/27/k-pop-activity-lifts-travel-interest-in-south-korea-this-month/