South Korea Unveils Sweeping Tourism Overhaul, Targets 30 Million Visitors by 2030

President Lee Jae Myung Calls for Tourism Transformation

South Korean President Lee Jae Myung on February 25, 2026, announced a sweeping overhaul of the country's tourism industry, setting an ambitious goal of attracting 30 million inbound visitors by 2030. The initiative, unveiled during an Expanded National Tourism Strategy Meeting at the presidential office Cheong Wa Dae, emphasizes a shift towards qualitative growth and a concerted effort to eradicate unfair pricing practices that have marred the visitor experience.

Ambitious Goals and Strategic Shift for Inbound Tourism

President Lee underscored the need to move beyond mere quantitative expansion, aiming for a significant upgrade in service quality and a more sustainable tourism model. South Korea recorded approximately 18.9 million foreign visitors in 2025, and the new target represents a substantial increase. While the government aims for 2030, the Korea Tourism Organization (KTO) has expressed an even more accelerated goal of reaching 30 million visitors by 2028. The strategy is designed to convert first-time visitors, often drawn by K-culture, into repeat travelers who explore more of the country.

Cracking Down on Unfair Pricing Practices

A central pillar of the overhaul is a robust crackdown on unfair pricing and exploitative practices. President Lee explicitly warned against 'unfair practices that cause travelers to turn away,' instructing officials to 'eradicate overcharging, poor service and excessive customer solicitation.' Key measures include:

• Immediate license suspensions for taxi drivers caught overcharging, even on a first offense, as part of a strengthened 'three-strikes' system.
• New regulations to penalize accommodation businesses for unilateral booking cancellations and to mandate clear price displays.
• An expanded 'Real-Name Stall System' for street food vendors and small restaurants to ensure transparent pricing.
• Introduction of a 'maximum discount limit' for car rentals in Jeju Island to prevent misleading promotions.
• Increased on-site inspections and financial incentives for regional governments actively combating price gouging.

These actions are a direct response to growing concerns and complaints from foreign visitors, particularly regarding inflated hotel rates during major events and taxi overcharges.

Expanding Beyond Seoul and Enhancing Visitor Experience

The government's strategy also focuses on diversifying tourism beyond the capital, Seoul, which currently attracts an estimated 80 percent of foreign tourists. Plans include:

• Improving regional transportation infrastructure and immigration processes.
• Developing unique, region-specific tourism content to encourage visitors to explore areas outside Seoul.
• Easing visa requirements and expanding entry points at regional airports to facilitate broader access.

The initiative aims to leverage the global phenomenon of K-culture, transforming its popularity into tangible economic growth and job creation across the nation. This comprehensive approach seeks to ensure that the benefits of a thriving tourism industry are shared by local businesses and communities nationwide.