South Korea's tourism, soft power gains, at risk from extended political crisis

South Korea’s hospitality sector faces challenges as political turmoil sparks travel cancellations, raising concerns about safety and tourism recovery.

South Korea’s tourism industry, which contributed ₩84.7 trillion ($59.1 billion) or 3.8% of GDP in 2023, faces new challenges as political unrest deters visitors. The recent six-hour martial law, later rescinded, has led to some trip cancellations and a slight drop in hotel bookings.

Accor Group reported a 5% rise in cancellations, and the Korea Tourism Start-up Association noted declining bookings for early 2025. Hotels in Seoul, previously fully booked, now offer discounts to attract guests. Concerns extend to medical tourism, with some foreign patients cancelling appointments.

The "Korean Wave" of cultural exports and reputation for safety are key to South Korea’s tourism strategy, but ongoing protests could hinder growth in sectors like MICE tourism.

Experts believe the impact may be temporary if stability returns, while others remain optimistic about travel demand, particularly from China, South Korea’s largest visitor source.

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