Korea offers a perfect mix of heritage and modernity, and it is witnessing a growing number of Indian travellers that are getting increasingly inclined towards exploring experiences beyond just Seoul. Myong Kil Yun, Regional Director, India & SAARC Countries, Korea Tourism Organization (KTO) shares more.
Priyanka Saxena Ray
Indian tourist footfalls & growth
Yes, we saw a strong recovery and impressive growth in Indian tourist arrivals to Korea. After receiving 122,771 Indian visitors in 2023, the numbers rose significantly to 176,668 in 2024, marking a 44% increase year-on-year. What is even more encouraging is that for the period January to April 2025, we have already recorded close to 60,000 Indian arrivals, which is nearly half of what we saw in all of 2023.
Key promotional strategies
Our strategy has evolved to match India’s growing appetite for Korean culture, food, and lifestyle. A key milestone this year was the appointment of Indian actress Hina Khan as Korea’s Honorary Ambassador from India. Her recent travel across Korea spotlighted K-vegetarian cuisine, K-drama filming locations, and K-pop landmarks, amplifying Korea’s appeal among younger and culturally engaged Indian travellers.
We have focused on interest-based storytelling—from K-Beauty offerings to wellness and pop culture itineraries. Trade engagement remains central, with KTO supporting Indian travel partners through joint campaigns, trainings, and promotions.
So far this year, our efforts have included participation in key trade fairs, organizing multi-city roadshows with DMC participation for B2B engagement, and cultural showcases for B2C audiences.
Adapting to Indian demands for offbeat and sustainable travel
Indian travellers are getting increasingly inclined towards exploring experiences beyond just Seoul. There is growing interest in Jeju Island’s natural wonders, Gangwon State’s coastal scenery, Gyeongju’s historical sites, and even K-drama trails across lesser-known towns like Chuncheon and Sokcho. To meet these evolving interests, we have been actively promoting themed itineraries focused on K-beauty, local city (beyond Seoul) explorations, Hallyu experiences, and traditional markets—all of which offer culturally rich, authentic travel options.
New visa measures / air connections / trade collaborations
There are now 8 direct non-stop flights per week between Delhi and Incheon. Indian passport holders can apply for short-term tourist visas, and past travellers may be eligible for multiple-entry visas. We are also strengthening our collaboration with the Indian travel trade. Several Korean DMCs have partnered with Indian tour operators to promote customised packages for FITs, K-culture themed travel, and MICE movements, helping to make Korea a seamless and compelling destination for a wide range of Indian travellers.
Follow BOTT on LinkedIn, Facebook, Twitter & Instagram
Subscribe BOTT Channels on WhatsApp & Telegram to receive real time updates
