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The Ministry of Culture, Sports and Tourism, along with the Korea Tourism Organization, has presented “S.P.E.C.T.R.U.M” as the leading tourism trend for 2025. This keyword was derived by comprehensively analyzing market trends, policies, and predictions from domestic and international tourism organizations and businesses.
To address the issue of declining populations and potential regional extinction, efforts to establish a solid tourism industry foundation in local areas are expected to rise. One promising market is “bleisure” (business + leisure), driven by the growing population of digital nomads, which could reach 60 million by 2030.
Demand for pet-friendly travel is steadily increasing. According to a survey by the Korea Tourism Organization, domestic overnight trips with pets are projected to rise from 53% in 2022 to 60% in 2024. The Korean pet market, valued at $6.2 billion (₩8 trillion) in 2022, is expected to grow to $15.2 billion by 2032, driving further demand for pet-inclusive tourism options.
With the expansion of the Korean Wave (Hallyu), tourism products are also diversifying. Beyond K-pop and dramas, literature, beauty, and other cultural content are being integrated into tourism offerings. For example, foreign tourists spent ₩36.4 billion in the beauty sector in 2022, a 231% increase compared to 2019.
Gastronomic experiences remain a key driver of tourism. According to the "2023 National Travel Survey," culinary tourism ranked as the third most popular activity among domestic travelers (60.2%). Additionally, foreign tourists identified food as both a major factor in choosing Korea and the most satisfying part of their trip.
The rapid advancement of AI technology is anticipated to further influence the tourism industry, with AI-powered travel services becoming more widespread and integrated.
As life expectancy increases, wellness and healing-focused tourism is expected to grow. The Global Wellness Institute predicts the international wellness tourism market will expand from $435.7 billion in 2020 to $1.127 trillion by 2025.
Simplified payment services like KakaoPay and ZeroPay, popular among foreign tourists, are set to enhance personal convenience. Additionally, there is increasing demand for localized tourism experiences, including cultural immersion and local cuisine.
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