SEOUL — South Korea posted its highest-ever monthly foreign tourist arrivals in March 2026, driven by the global resurgence of K-pop group BTS and the continued international appeal of Korean culture, government data showed.
The country welcomed about 2.06 million foreign visitors during the month, marking a new record and contributing to an all-time high first-quarter total of 4.76 million arrivals, up 23% from the same period last year.
Authorities attributed the spike to the “worldwide popularity of Korean culture,” with BTS’s long-awaited comeback tour playing a central role in attracting international fans and boosting travel spending across the country.
Chinese tourists led the surge, followed by visitors from Japan and Taiwan, as regional travel demand strengthened alongside renewed interest in South Korea’s entertainment and cultural offerings.
Tourism activity was further amplified by BTS’s return to the stage after completing mandatory military service, with the group launching major concerts in Seoul that drew massive global attention and fan attendance. Analysts said the comeback helped reignite “Hallyu” or the Korean Wave, encouraging fans to travel for live events and cultural experiences.
Spending by foreign visitors also rose significantly, with credit card transactions and concert-related tourism expenditures showing strong growth during the quarter, reflecting the broader economic impact of entertainment-driven travel.
The Ministry of Culture, Sports and Tourism said the strong performance signals South Korea’s growing status as a global tourism hub, supported by cultural exports, seasonal travel trends, and major entertainment events.
Despite global geopolitical uncertainties, officials noted that demand for Korean cultural experiences—particularly K-pop, Korean dramas, and food tourism—continues to drive international arrivals to record levels.
