South Korea is witnessing a surge in international travel interest, with a 9% increase in searches for accommodation in the first half of 2026, according to digital travel platform Agoda. The data highlights Seoul as the most-searched destination, followed by Busan, Jeju, Incheon, and Daegu. Busan, in particular, saw a 43% rise in searches, with the city welcoming over 1.93 million international visitors in the first five months of the year.

Busan's popularity is bolstered by efforts to expand partnerships with global online travel agencies and the promotion of the Visit Busan Pass. The city aims to attract four million international travellers by year-end. Whilst, Ulsan emerged as a rising star, with a 117% increase in accommodation searches, driven by the rebranding of the Ulsan Summer Festival to the Ulsan Music Festival and the opening of a new coastal park at Gangdong Beach.

Japan leads the list of countries showing the most interest in South Korea, with a 7% increase in searches. Taiwan, China, Hong Kong, and the Philippines also feature prominently, with the Philippines climbing three places from last year. The extension of the visa waiver programme for Filipino group travellers is expected to sustain this interest.

Alex Park, Country Director for South Korea at Agoda, noted, “South Korea continues to attract growing interest from international travellers thanks to its vibrant cities, cultural heritage, scenic landscapes, and world-class experiences.” Agoda's August Mega Sale offers discounts of up to 70% on hotel bookings, further enhancing the appeal for inbound travellers

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