South Korea
Introduction
Travellers from South Korea made 26.8 million outbound visits in 2024, with a total international tourism expenditure of US$26.7 billion.
In 2023, the UK welcomed 182,000 visits from South Korea. During the travellers’ visits, their total expenditure was £218.8 million, with an average spend of £1,204 per visit.
Explore the inbound data in full
Use our visualisations to see data from this market in greater depth and clarity. Compare annual statistics, and filter by age group, gender, trip duration and more. Includes seasonality, trip purpose and regional spread of visitors to UK destinations. This data is based on the International Passenger Survey, conducted by the Office for National Statistics (ONS).
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Perceptions of Britain in the South Korean market
- South Koreans ranked the UK fourth out of 50 nations in the Anholt Nation Brand Index 2024.
- They ranked the UK second for sport, third for vibrant city life/urban attractions, fourth for culture in general and fifth for contemporary culture and the people in general.
Global context
Top-level statistics relating to tourism expenditure and popular destinations for this market. For greater detail on inbound tourism flows from this market to the UK, see our data visualisations.
| Measure | 2024 |
| International tourism expenditure (US$bn) | 26.7 |
| Global rank for international tourism expenditure | 14 |
| Number of outbound visits (m) | 26.8 |
| Most visited destination | Japan |
| Most visited destination in Western Europe | Spain |
Caring for visitors
- Korean travellers value efficiency and clarity – fast check-ins, organized itineraries, and straightforward communication are appreciated.
- They seek authentic, immersive experiences over overtly touristy settings. While Korean-language support is helpful, too much “Koreanisation” can feel inauthentic and diminish the experience.
- Politeness and attention to detail matter – subtle, thoughtful gestures make a strong impression.
The leisure and travel trade
- There is a strong shift toward independent and customized travel (FIT), particularly among MZ (Millennial + Gen Z) travellers.
- Demand for premium and niche experiences is rising – small luxury, wellness retreats, and food tourism are key growth areas.
- Content-driven travel is influential – destinations featured in K-dramas, films, or by influencers are highly sought-after.
- Golf travel and multi-generational family trips are steadily popular among older demographics.
- Growing interest in sustainable and meaningful travel, especially among younger travellers who prioritise ethical and eco-conscious options.
Access to Britain from South Korea
The key routes and transport modes that connect this market with the UK.
| Measure | 2024 |
| Weekly aircraft departures | 13 |
| Weekly seat capacity | 4,086 |
| Airports with direct routes in South Korea | 1 |
| Airports with direct routes in Britain | 1 |
- In 2024, the only direct South Korea to Britain route was Seoul to London Heathrow.
- Following the COVID-19 pandemic, scheduled seat capacity on non-stop flights from South Korea to the UK had recovered to 68% of 2019 levels in 2024.
- To see rates of Air Passenger Duty for visitors departing Britain for South Korea, click here.
- To see entry requirements for visitors from this market, click here.
Further resources
Where visitors from South Korea to the UK reside in their own country.xlsx
How we source this information
We work with a number of data sources to provide a rich and insightful picture of our key inbound source markets. This includes, but is not limited to, data provided by Oxford Economics, the UNWTO, Apex, Anholt-Ipsos Nation Brands Index and from our own surveys and ad-hoc research. The largest share of these data comes from the International Passenger Survey (IPS) by the ONS.
Visit our About the International Passenger Survey page for more information on how this data is collected and analysed.
