South Korea's winter charm continues to captivate international travellers, with Agoda's latest search insights revealing Seoul as the top destination. The digital travel platform's data, covering 1 December 2025 to 7 January 2026, highlights the popularity of Seoul's Winter Festa, which attracted nearly 11 million visitors. Other top destinations include Jeju, Busan, Incheon, and Sokcho, with the latter seeing a 37% increase in accommodation searches, suggesting a growing interest in secondary destinations.
Japanese travellers lead the interest in South Korea, followed by those from Taiwan, China, Hong Kong, and Thailand. Notably, China experienced a 56% year-on-year growth in travel interest, likely influenced by a visa-free entry policy for Chinese group travellers. Agoda's activity booking data shows that tickets to major theme parks and tourist attractions, such as Lotte World and N Seoul Tower Observatory, are highly sought after. Additionally, foreigner-exclusive tour passes and traditional wellness offerings like SPA LAND Centum City are popular.
Jay Lee, Regional Director North Asia at Agoda, noted, "South Korea offers an array of winter experiences ranging from scenic snowscapes and delicious winter snacks to traditional jjimjilbangs that provide warmth during the colder months." Agoda remains committed to offering competitive deals on accommodations, flights, and activities, encouraging travellers to explore its extensive offerings
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