We are tipping South Korea as the "must visit" destination of 2027.
And, inspired by SBC TV program Bill Bailey's Korea, we've added to our list for the next 12 months.
The intriguing Asian nation has already surpassed its previous annual record for international tourist arrivals, welcoming more foreign visitors in the first 10 months of 2026 than during the whole of 2025, news hub Travel Mole reports.
The country recorded approximately 18.91 million international arrivals through October 26, according to provisional figures from the Ministry of Culture, Sports and Tourism.
The previous record of 18.94 million, set in 2025, was overtaken on October 27, with more than two months remaining in the year.
Growth was particularly strong among Asian markets. Arrivals from Greater China increased 29.1%, including 5.47 million visitors from mainland China. Japanese arrivals rose 16.9% to 3.12 million.
Visitor numbers from other Asian markets and the Middle East, as well as Europe, the Americas and Oceania, also increased by approximately 15%.
South Korea’s performance contrasts with declines recorded in some competing Asian destinations.
Growth was particularly strong among Asian markets. Arrivals from Greater China increased 29.1%, including 5.47 million visitors from mainland China. Japanese arrivals rose 16.9% to 3.12 million.
Visitor numbers from other Asian markets and the Middle East, as well as Europe, the Americas and Oceania, also increased by approximately 15%.
South Korea’s performance contrasts with declines recorded in some competing Asian destinations.
The tourism boom is also benefiting destinations beyond Seoul. International arrivals through airports and seaports outside the capital region reached 4.82 million, up from 3.74 million a year earlier.
Domestic travel activity generated by international visitors also expanded, with regional visits increasing 19.7% to 64.72 million.
The government attributes the surge to the international popularity of Korean culture, improved air connectivity and more flexible visa policies.
Domestic travel activity generated by international visitors also expanded, with regional visits increasing 19.7% to 64.72 million.
The government attributes the surge to the international popularity of Korean culture, improved air connectivity and more flexible visa policies.
Culture Minister Chae Hwi-young said the country was entering a period in which inbound tourism could establish records regularly.
She stressed, however, that future policy would focus on improving tourism quality alongside increasing visitor numbers.
Among the big hotel groups banking on South Korea is Marriott International, which this week
announced the opening of three hotels in South Korea: UH Seoul Insadong, Series by Marriott; Anook Signature Incheon Guwol, Series by Marriott; and Anook Signature Busan Haeundae, Series by Marriott.
The three openings add 273 rooms across Seoul, Incheon and Busan, bringing the brand’s South Korea portfolio to four hotels and 377 rooms.
“These three openings give travellers more choice in how they experience South Korea, from the cultural neighbourhoods of Seoul to Incheon’s business district and Busan’s coast,” said Duke Nam, Marriott's regional vice president.
Image: Haedong Yonggungsa Temple, Visit Korea
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