Tourists wearing Hanbok (traditional clothing) on Oct. 28 take photos at Gyeongbokgung Palace in Seoul. (Yonhap News)

By Lee Jihae

The number of foreign tourists this year has surpassed 20 million for the first time in history.

The Ministry of Culture, Sports and Tourism on Nov. 12 announced the milestone was reached that day. This came 14 years after the mark of 10 million was achieved in 2012.

The number of inbound tourists was a then record 17.5 million in 2019 before plummeting to 970,000 in 2021 because of the COVID-19 pandemic. Steady recovery in domestic tourism saw the figure last year break the 2019 mark with 18.94 million and led to yet another record this year.

The rise in visitors has raised tourism consumption. Through September, foreign tourists spent a combined KRW 15.94 trillion in the sector, up 47.7% from KRW 10.79 trillion over the same period last year.

The ministry cited the growing influence of Hallyu (Korean Wave) as a key driver of the rise. A survey conducted late last year on 27,000 people in 30 countries who had experienced Korean cultural content found that food (55%) was the most popular Korean content category in their home countries, followed by music (54%), beauty (53%), K-dramas (51%) and films (49%).

This suggested that Hallyu is expanding its influence beyond its traditional strongholds of music, dramas and cinema to lifestyle sectors such as food and beauty.

Pan-government cooperation was another factor. An inter-ministerial collaborative system was launched after the 11th National Tourism Strategy Meeting on Feb. 25 chaired by President Lee Jae Myung.

The range of programs that followed included streamlining immigration and entry procedures, expanding international flight services at provincial airports, and getting tough on unfair pricing like overcharging.

Minister of Culture, Sports and Tourism Chae Hwi-young said, "We will prepare thoroughly to welcome 30 million inbound visitors and lay the groundwork for an era of 40 million."

jihlee08@korea.kr