New report shows how K-culture is driving higher-value travel to South Korea

A new Airbnb report¹ shows that South Korea's global cultural influence is driving travel demand to Korea and shaping a higher-value segment of travellers who spend more, stay longer, and seek deeper cultural experiences.

According to the report, Korea Calling: How K-Culture Is Driving a New Generation of Travelers into Korea, 94 percent of respondents from APAC and the US said K-culture has influenced their interest in traveling to Korea.¹ This influence is especially pronounced among younger travellers, with 80 percent of Gen Z and Millennial respondents citing it as a strong factor, compared to 64 percent of those aged 45 and above.¹

Lyla Seo, Country Manager of Airbnb Korea, said: "K-culture has become a powerful entry point for travel to Korea, and more than that, it is shaping how people want to travel. What we're seeing is a new generation of travellers who are more engaged, stay longer, and want to experience Korea more deeply. The opportunity now is to ensure that this demand translates into meaningful travel across the country, by expanding access to local stays and experiences beyond the most-visited destinations."

K-culture is driving higher-value travel

K-culture-from food and film to music and beauty-is converting global audiences into high-value travellers. The report found that those strongly motivated by K-culture spend around $435 USD more per trip on average, with more than half (55 percent) spending or expecting to spend over $2,000 USD per trip excluding flights. They are also more likely to travel in groups: 68 percent travel or plan to travel with friends or family, compared to 58 percent of those not strongly motivated by K-culture.¹ Airbnb data appears to point in the same direction, with bookings for stays of 2-6 nights by APAC and US travellers outpacing single night stays from 2023 to 2025.²

This cultural engagement also shapes how travellers want to experience Korea once they arrive. 91 percent of respondents say experiencing authentic local culture is important,¹ and where they stay plays a key role in enabling that. Among those who chose homestays, 65 percent did so to stay in a local neighbourhood.¹ Hanok bookings on Airbnb by APAC and US travelers also grew 49 percent from 2023 to 2025,² highlighting rising demand for accommodation that is part of the cultural experience itself.

Gen Z and Millennials are driving the next wave of travel

The pull of K-culture is strongest among the younger generation, and they are particularly influenced by entertainment and pop culture. Gen Z respondents were nearly twice as likely as the general population to cite K-pop as a primary motivator (36 percent vs. 26 percent), and more likely to prioritise related activities such as concerts, themed destinations, and fan experiences.¹ On Airbnb, this is reflected in the way it creates K-pop and culture-led experiences for fans, including its recent collaboration with CORTIS to translate the group's creative universe into a physical pop-up in Seoul.

For this cohort, accommodation is also a make-or-break factor. More than half of Gen Z and Millennial prospective travellers (53 percent) say the availability of homestays, Airbnbs, or similar accommodation influences whether they book a trip at all, compared to 35 percent of those aged 45 and above.¹ This makes accommodation availability a deciding factor in whether a trip happens at all.

Demand to go beyond Seoul is there, but accommodation is the gap

The report also highlighted growing interest to go beyond Seoul, with 79 percent of respondents having visited or wanting to visit destinations outside the capital. K-content is a key driver, with 74 percent of those who went or are interested in going beyond Seoul saying K-dramas or films influenced that interest.¹

Despite this, 66 percent of visitors surveyed stayed in Seoul for most or all of their trip.¹ Accommodation availability is a significant factor, with 83 percent of prospective travellers saying their decision to go beyond Seoul depends on suitable accommodation being available outside major cities.¹ This suggests that while demand to explore more of Korea is there, converting that intent into actual travel will depend on expanding access to accommodation beyond the capital.

With 82 percent of respondents saying they are likely to visit Korea in the next five years,¹ bridging this gap between inspiration and access will be key to sustaining long-term tourism growth and ensuring more communities benefit from it.