South Korea International Travel Media Intelligence Report 2025

1. Market insights 

Outbound Travel Growth 

South Korea continues to demonstrate robust growth in outbound travel, with the Korea Tourism Organization (KTO) reporting a 15.3% year-over-year increase in international departures. High-spending Korean travelers, particularly those in the upper-middle and affluent segments, have shown a 23% increase in per-trip expenditure, reaching an average of ₩3.7 million (~$2,700 USD) per international journey. 

Travel Media Landscape 

The South Korean media ecosystem exhibits exceptionally high digital penetration, with: 

• Mobile internet: 98.7% penetration among adults 
• Social media: 87.5% active users 
• OTT/streaming services: 74.2% subscription rate 
• Digital news consumption: 89.3% of adults 
• Traditional media remains influential, with terrestrial TV reaching 91.5% of households weekly 

Key Advantages for Travel Advertisers 

• Tech-savvy audience receptive to digital innovation in travel marketing 
• Strong aspirational culture valuing international experiences and luxury travel 
• Significant disposable income in upper-middle and affluent segments 
• High brand loyalty and responsiveness to premium positioning 
• Advanced digital payment adoption facilitating seamless conversion 

Positive Market Trends 

• Visa policy expansions with 21 new countries offering visa-free entry for Korean passport holders as of January 2025 
• Airline capacity growth of 18.7% on international routes from Incheon and Gimpo airports 
• Emerging interest in secondary European destinations, particularly in Eastern Europe and the Nordics 
• Growth in longer-duration travel (10+ days) increasing by 27% year-over-year 
• Surge in luxury expedition travel and exclusive cultural experiences 

2. Exactly where to advertise 

Premium OOH Advertising Locations 

Airport Corridors and Transit Hubs: 

• Incheon International Airport Terminal 1 & 2 departure corridors: 191,000 daily passengers, 73% international travelers 
• AREX Airport Express premium ad placements: 89,400 daily riders, 64% business travelers 
• Gimpo International Airport domestic-international transfer zones: 62,000 daily passengers 
• Seoul Station KTX terminal: 147,000 daily passengers with high travel intent metrics 

Business Districts with High Travel Decision-Makers: 

• Gangnam Finance Center digital walls: 215,000 daily impressions, 62% business leaders 
• Yeouido IFC Mall corridor displays: 107,000 daily impressions, 58% high-income professionals 
• Jongno corporate district premium billboards: 176,000 daily impressions, 51% executives 
• Pangyo Techno Valley digital installations: 89,000 daily impressions, 67% tech professionals 

Affluent Neighborhoods: 

• Apgujeong Rodeo Street interactive displays: 68,000 daily impressions, 71% luxury consumers 
• Hannam-dong premium billboards: 53,000 daily impressions, 82% high-net-worth individuals 
• Seongbuk-dong residence area selective placements: 41,000 daily impressions, 77% affluent families 
• Cheongdam fashion district installations: 79,000 daily impressions, 68% luxury buyers 

Travel-Adjacent Locations: 

• Shinsegae Duty Free entrance displays: 45,000 daily impressions, 83% international travelers 
• Myeongdong shopping district travel agency corridor: 112,000 daily impressions 
• COEX Travel Fair permanent exhibition area: 37,000 daily impressions during non-event days 
• Lotte Department Store travel services section: 29,000 daily impressions, 74% luxury travelers 

Top 5 Regions with Highest Propensity for International Travel 

Seoul Capital Region: 

• Economic profile: Average household income ₩7.9 million/month, 37% of national GDP 
• Travel spending: ₩4.2 million average per international trip 
• Preferred destinations: France, Italy, Switzerland, Australia, Canada 
• Key advertising locations: Gangnam Station underground passage (314,000 daily impressions), Lotte World Tower digital displays (168,000 daily impressions) 
• Media consumption: Heavy digital and streaming consumption, 3.7 hours daily smartphone usage 

Busan-Ulsan Metropolitan Area: 

• Economic profile: Average household income ₩6.3 million/month, strong shipping and industrial wealth 
• Travel spending: ₩3.8 million average per international trip 
• Preferred destinations: Southeast Asia, Japan, Hawaii, Mediterranean cruises 
• Key advertising locations: Haeundae Beach promenade (142,000 daily impressions), Shinsegae Centum City (97,000 daily impressions) 
• Media consumption: Strong regional newspaper readership, above-average terrestrial TV consumption 

Daegu-Gyeongbuk Region: 

• Economic profile: Average household income ₩5.9 million/month, textile and tech manufacturing wealth 
• Travel spending: ₩3.4 million average per international trip 
• Preferred destinations: Japan, China, Thailand, Australia, West Coast USA 
• Key advertising locations: Dongseongno Shopping District (118,000 daily impressions), Daegu International Airport (41,000 daily impressions) 
• Media consumption: High traditional media consumption, growing digital adoption 

Daejeon-Sejong Innovation Belt: 

• Economic profile: Average household income ₩6.7 million/month, high concentration of researchers and scientists 
• Travel spending: ₩3.6 million average per international trip 
• Preferred destinations: Singapore, Germany, UK, Nordic countries, Canada 
• Key advertising locations: Government Complex Sejong (62,000 daily impressions), Daejeon Expo Science Park (47,000 daily impressions) 
• Media consumption: High scientific publication readership, above-average podcast consumption 

Jeju Island: 

• Economic profile: Average household income ₩5.8 million/month, tourism and agricultural economy 
• Travel spending: ₩3.1 million average per international trip 
• Preferred destinations: Southeast Asia, Oceania, Hawaii, Maldives 
• Key advertising locations: Jeju International Airport (51,000 daily impressions), Jungmun Tourist Complex (37,000 daily impressions) 
• Media consumption: High island-specific media consumption, strong KakaoTalk regional network usage 

3. Exactly whom to advertise to 

Top 7 Language Communities with Travel Potential 

Korean (Standard Seoul Dialect): 

• 88.7% of outbound travel market 
• Characteristics: Tech-savvy, brand-conscious, luxury-oriented 
• Preferred destinations: Japan, Europe, Australia, North America 
• Media consumption: Naver, Kakao platforms, JTBC, tvN, Netflix Korea 
• Cultural nuances: Strong desire for "insta-worthy" experiences, emphasis on food tourism 

Korean (Jeolla/Southwestern Dialect): 

• 3.2% of outbound travel market 
• Characteristics: Culinary-focused, strong family travel orientation 
• Preferred destinations: Southeast Asia, Japan, Western Europe 
• Media consumption: Regional TV networks, KBS regional programming 
• Cultural nuances: Higher emphasis on culinary experiences and value-conscious luxury 

English (Fluent Community): 

• 2.7% of outbound travel market 
• Characteristics: International education background, cosmopolitan outlook 
• Preferred destinations: English-speaking countries, emerging destinations 
• Media consumption: International publications, CNN, Bloomberg, BBC 
• Cultural nuances: Early adopters of travel trends, influence wider Korean market 

Chinese (Corporate and Academic): 

• 2.3% of outbound travel market 
• Characteristics: Business-oriented, education-focused 
• Preferred destinations: Greater China region, Singapore, North America 
• Media consumption: WeChat, Youku, Weibo, Chinese-language Korean publications 
• Cultural nuances: Strong interest in shopping tourism and status experiences 

Japanese (Cultural Community): 

• 1.4% of outbound travel market 
• Characteristics: Art and culture enthusiasts, older demographic 
• Preferred destinations: Japan, Europe, museum-rich destinations 
• Media consumption: Japanese-language Korean publications, NHK World 
• Cultural nuances: High interest in historical and artistic travel experiences 

Vietnamese (Immigrant Community): 

• 1.1% of outbound travel market 
• Characteristics: Family-reunion travel, growing affluence 
• Preferred destinations: Vietnam, Southeast Asia, Australia 
• Media consumption: Vietnamese-language Korean media, social platforms 
• Cultural nuances: Strong homeland connection, emerging luxury segment 

Russian (Ethnic Koreans from Central Asia): 

• 0.6% of outbound travel market 
• Characteristics: Cultural heritage travelers, extensive trip durations 
• Preferred destinations: Central Asia, Eastern Europe, Russia 
• Media consumption: Russian-language Korean media, Central Asian networks 
• Cultural nuances: Multi-generational travel, heritage tourism interest 

Top 5 Traveler Segments by Psychographic Profile 

Luxury Seekers: 

• Decision factors: Exclusivity, premium service, bragging rights 
• Spending patterns: ₩6.8 million average per trip, emphasis on accommodations 
• Media touchpoints: Luxury magazines, high-end travel apps, financial news platforms 
• Key characteristics: 35-55 age range, metropolitan residents, financial/corporate professionals 

Cultural Enthusiasts: 

• Decision factors: Authentic experiences, historical significance, cultural immersion 
• Spending patterns: ₩4.2 million average per trip, emphasis on experiences and courses 
• Media touchpoints: Arts programming, documentary channels, literary publications 
• Key characteristics: 40-65 age range, highly educated, professors/creatives/professionals 

Adventure Travelers: 

• Decision factors: Unique experiences, physical challenges, bragging rights 
• Spending patterns: ₩3.7 million average per trip, emphasis on activities and equipment 
• Media touchpoints: Outdoor lifestyle media, YouTube adventure channels, sports platforms 
• Key characteristics: 25-45 age range, fitness-oriented, tech and creative professionals 

Family Vacationers: 

• Decision factors: Child-friendly facilities, educational value, convenience 
• Spending patterns: ₩5.3 million average per trip, emphasis on safety and accommodations 
• Media touchpoints: Parenting platforms, family-oriented TV, education-focused media 
• Key characteristics: 30-45 age range, dual-income households, suburban residents 

Business-Leisure Blenders: 

• Decision factors: Destination workability, connectivity, extended stay value 
• Spending patterns: ₩4.5 million average per trip, emphasis on accommodations with workspace 
• Media touchpoints: Business media, productivity platforms, LinkedIn, tech news 
• Key characteristics: 28-50 age range, entrepreneurs, remote workers, consulting professionals 

4. Exactly how to advertise 

Top Airport Advertising Opportunities 

• Incheon Terminal 2 Premium Lounge Digital Network: 27,000 daily impressions, 91% business/first class 
• Incheon Duty Free Central Hall 360° LED Display: 97,000 daily impressions, all international departures 
• Gimpo International VIP Terminal Installations: 9,800 daily impressions, 94% high-value travelers 
• Incheon Terminal 1 Immigration Hall Long Corridor: 104,000 daily impressions, captive viewing time 
• Jeju International Airport Domestic-International Transfer Zone: 31,000 daily impressions 

Top Magazine and Print Media Options 

• Luxury: 102,000 circulation, 87% high-net-worth readers, 4.3x pass-along rate 
• Condé Nast Traveler Korea: 89,000 circulation, 76% travel decision-makers 
• National Geographic Traveler Korea: 112,000 circulation, 83% cultural enthusiasts 
• Airline magazines: Korean Air Morning Calm (217,000 circulation), Asiana (143,000 circulation) 
• Economy Chosun: 187,000 circulation, 91% business decision-makers, 3.7x pass-along rate 

Digital Travel Portals 

• Naver Travel: 4.3 million monthly unique visitors, 67% planning international trips 
• Kakao Travel: 3.8 million monthly unique visitors, 72% mobile booking completion rate 
• Yanolja: 5.2 million monthly unique visitors, 59% premium travel package purchasers 
• Tripadvisκοr Korea: 2.7 million monthly unique visitors, 81% research phase users 
• Interpark Tours: 3.1 million monthly unique visitors, 63% conversion rate 

Travel TV Programming and Radio Options 

• KBS World Traveler: 3.4 million viewers per episode, 76% affluent households 
• JTBC Travel Universe: 2.8 million viewers per episode, 82% travel intent metrics 
• TvN's The Backpackers: 3.1 million viewers per episode, 79% millennial and Gen Z 
• MBC Radio "Travel Morning": 1.7 million listeners, weekday morning drive time 
• SBS Power FM "World Discovery": 1.4 million listeners, Sunday evening prime time 

Premium Mall Advertising Opportunities 

• Lotte World Tower Atrium Digital Experience: 83,000 daily impressions, 71% luxury shoppers 
• Shinsegae Gangnam VIP Floor Displays: 27,000 daily impressions, 89% high-value customers 
• Hyundai Department Store Luxury Travel Zone: 41,000 daily impressions, 76% travel bookers 
• The Galleria Gwanggyo Travel Retail Corridor: 39,000 daily impressions, 67% affluent families 
• Starfield COEX Mall Central Atrium: 124,000 daily impressions, mixed affluent demographic 

Programmatic OOH Opportunities 

• SK Telecom Travel Intent Network: 873,000 daily impressions, location-based targeting 
• Korea Smart Media Traveler Network: 1.2 million daily impressions across 2,700 screens 
• CJ Powercast Airport-to-Hotel Network: 463,000 daily impressions, targeting in-market travelers 
• Seoul Metro Premium Digital Network: 2.1 million daily impressions with travel intent targeting 
• GS Retail In-Store Travel Network: 734,000 daily impressions across convenience and retail 

Connected TV and Streaming Platforms 

• Netflix Korea Premium Placement: 4.3 million subscriber base, 71% travel content affinity 
• Wavve Travel Content Integration: 3.7 million subscriber base, 68% affluent subscribers 
• TVing Premium Sponsorships: 2.9 million subscriber base, 72% travel documentary viewers 
• Coupang Play Integration: 5.1 million subscriber base, growing travel content library 
• YouTube Premium Korea Travel Content: 7.2 million subscribers, highly targeted capabilities 

Premium Travel B2B Publications 

• Korea Travel Times: 43,000 circulation, reaching 87% of travel industry professionals 
• MICE Korea: 29,000 circulation, targeting corporate travel decision-makers 
• Hotel & Restaurant: 36,000 circulation, strong industry influence and credibility 
• Aviation Korea: 24,000 circulation, reaching airline loyalty program managers 
• Travel Agency Monthly: 31,000 circulation, direct channel to retail travel consultants 

Language-Specific Media Channels 

• English: Korea JoongAng Daily Travel Section (61,000 circulation), Seoul Magazine (47,000) 
• Chinese: Huanqiu Korea (38,000 circulation), WeChat Korea Travel Official Account (291,000 followers) 
• Japanese: Korea Ryoko Monthly (27,000 circulation), Hallyu Premium (34,000 circulation) 
• Vietnamese: Việt Journey Korea (19,000 circulation), Vietnam Community Portal (143,000 users) 
• Russian: Korean-Russian Business Daily (14,000 circulation), Central Asia Times Korea (11,000) 

5. Exactly when to advertise 

Quarterly Calendar of Key Booking Periods 

May-June 2025: 

• Chuseok holiday planning period (peak booking window for September travel) 
• Summer vacation early booking window (highest conversion rates for July-August travel) 
• Post-Golden Week Japanese destination competitor advertisements (opportunity for counter-programming) 
• Key performance metrics: 37% higher flight search volume, 28% increase in luxury package inquiries 

July-August 2025: 

• Winter holiday early planning phase (highest consideration for December-January trips) 
• "Early bird" discount period for fall travel (highest ROI advertising window) 
• Summer last-minute booking surge (high conversion opportunity for impulsive travelers) 
• Key performance metrics: 42% higher luxury accommodation bookings, 31% increase in travel insurance purchases 

September-October 2025: 

• Lunar New Year 2026 advanced planning window (family travel high-consideration phase) 
• Year-end corporate retreat booking period (highest B2B travel opportunity) 
• Winter sports destination research spike (highest winter sports package conversions) 
• Key performance metrics: 53% increase in family package inquiries, 47% higher corporate travel RFPs 

November-December 2025: 

• Last-minute Christmas and New Year's availability (premium pricing opportunity) 
• Early Spring Festival planning (highest conversion for February 2026 travel) 
• "Beat the winter blues" advanced spring booking window (highest consideration for March-April 2026) 
• Key performance metrics: 67% higher premium package bookings, 58% increase in luxury upgrade conversions 

Seasonal Timing Recommendations 

• May-June: Focus on summer family vacations, European cultural destinations, adventure packages 
• July-August: Emphasize fall foliage destinations, winter sun escapes, luxury cruise departures 
• September-October: Highlight winter sports destinations, festive season packages, year-end luxury experiences 
• November-December: Feature early spring value propositions, Lunar New Year family packages, Valentine's 2026 romantic escapes 

Pre-Holiday and Vacation Planning Periods 

• Chuseok (17-19 September 2025): Begin campaigns 16-20 weeks prior (May-June) 
• Winter holidays: Begin campaigns 14-18 weeks prior (August-September) 
• Lunar New Year 2026: Begin campaigns 20-24 weeks prior (July-August) 
• Spring break 2026: Begin campaigns 12-16 weeks prior (November-December) 

Cultural and Religious Festivals Timing 

• Korean Standard Dialect: Advertising surge 2-3 weeks before traditional holidays 
• Jeolla Dialect Community: Advertising surge 3-4 weeks before traditional holidays with food emphasis 
• English Community: Advertising aligned with Western holiday calendar (Christmas, Easter) 
• Chinese Community: Advertising aligned with Chinese festivals and holidays 
• Japanese Community: Advertising aligned with Golden Week and other Japanese holidays 
• Vietnamese Community: Advertising aligned with Tết and Vietnamese holidays 
• Russian Community: Advertising aligned with Orthodox calendar and Russian holidays 

Travel Trade Shows and Consumer Exhibitions 

• KOFTA International Travel Fair: May 23-26, 2025 (Seoul COEX) 
• Busan International Travel Exhibition: June 12-15, 2025 
• Korea Luxury Travel Showcase: August 8-10, 2025 (Seoul Dongdaemun Design Plaza) 
• Jeju Travel Expo: September 5-7, 2025 
• Gyeonggi International Travel Mart: October 17-19, 2025 (KINTEX) 
• Seoul Winter Travel Festival: November 28-30, 2025 (COEX) 

Region-Specific Timing Considerations 

• Seoul Capital Region: Heaviest booking periods correlate with bonus payment months (July, December) 
• Busan-Ulsan Area: Campaign effectiveness peaks during shipping industry downturns (August, November) 
• Daegu-Gyeongbuk: Highest conversion during textile industry exhibition off-seasons (May, September) 
• Daejeon-Sejong: Highest consideration during academic breaks (July-August, December-January) 
• Jeju Island: Counter-cyclical to tourism high seasons (May, October-November) 

6. Conclusion & recommendations 

Key Takeaways 

• South Korean outbound travel continues to demonstrate robust growth with particular strength in high-value, experience-driven segments 
• Digital sophistication demands integrated channel strategies balanced with premium traditional media 
• Regional and language-based targeting provides significant efficiency opportunities 
• Seasonality and cultural calendar alignment are critical for maximum campaign performance 
• Luxury and unique experience positioning resonates strongly across multiple segments 

Strategic Recommendations 

• Allocate 45% of media budget to digital channels, 25% to premium OOH, 20% to targeted print and broadcast, and 10% to experiential marketing 
• Prioritize Seoul Capital Region (42% of budget), Busan-Ulsan (23%), Daegu-Gyeongbuk (14%), Daejeon-Sejong (12%), and Jeju (9%) 
• Implement "digital-first, experience-amplified" strategy utilizing programmatic capabilities with high-impact physical touchpoints 
• Develop creative assets emphasizing exclusivity, authenticity, and social capital value of destinations 
• Leverage Korean early-adopter travel trends as indicators for creative direction 

Language and Regional Targeting Strategy 

• Create core content in Standard Korean with strategic adaptations for regional dialects 
• Develop specialized content for the English-fluent community who serve as travel trend influencers 
• Invest in Chinese-language content focused on business and educational travel opportunities 
• Deploy targeted Vietnamese and Russian language materials in specific geographic communities 
• Prioritize messaging that resonates with regional economic strengths and travel motivations 

Channel Integration Guidance 

• Awareness Phase: Connected TV, premium print, and high-impact OOH 
• Consideration Phase: Digital travel portals, social media, content partnerships 
• Planning Phase: Search, programmatic display, retargeting, and travel agency partnerships 
• Booking Phase: Direct response digital, promotional partnerships, and loyalty programs 
• Advocacy Phase: Social media engagement, user-generated content initiatives, and loyalty retention 

Timing Strategy Advice 

• Begin awareness campaigns 20-24 weeks before key travel periods 
• Intensify consideration phase messaging 16-20 weeks pre-travel 
• Concentrate conversion efforts 12-16 weeks pre-travel 
• Deploy tactical promotions 8-12 weeks pre-travel for undecided travelers 
• Implement last-minute high-value offers 4-6 weeks pre-travel 

Regional Prioritization Framework 

• Evaluate ROI potential based on combination of population wealth index, travel propensity scores, and destination-specific interest metrics 
• Weight media investment proportionally to regional travel expenditure patterns with premium placement upweights in highest-converting areas 
• Deploy region-specific creative highlighting relevant destination attributes aligned with regional preferences 
• Implement pulsing strategy with higher frequency during peak booking periods for each region 
• Establish performance benchmarks based on historical regional conversion patterns with continuous optimization