Sustaining Hallyu Tourism: Steps for Long-Term Success

Korea has greatly benefited from the global phenomenon known as “Hallyu,” or the Korean Wave. The rise in popularity of K-pop and Korean dramas has made Korea a favorite destination for tourists from around the world.

The influence of K-pop groups like BTS and BLACKPINK in furthering Korea’s flourishing tourism industry cannot be underestimated. These global stars have inadvertently become ambassadors promoting Korea’s attractiveness to a global audience.

Despite their successes, Korea’s tourism sector contributes 4.3 percent to its economy, which is lower than many European countries like the UK and Germany, where tourism plays a larger economic role.

As Korea’s tourism sector continues to grow, driven primarily by Hallyu’s international fan base, policymakers are faced with strategic challenges. They must carefully consider how these developments affect the country and formulate plans to grow the tourism industry further.

Being part of a fan group is a collective effort driven by passion. While this collective action fosters loyal followers who love Korean culture and eagerly explore it, it also carries risks. When discontent grows, collective action such as boycotts can occur, potentially causing harm to companies or individuals. 

Recently, the Boycott Korea movement spearheaded on social media by disgruntled Thai tourists has highlighted such concerns. Some tourists denied entry to Korea criticised the immigration process as being overly strict, leading others to reconsider Korea as a tourist destination in favour of countries such as China and Vietnam. The Korea Tourism Organization reports a significant 21 percent drop in Thai tourist arrivals from January to April compared to the previous year, while total inbound tourists increased by an overall 87 percent during the same period. Immigration officers play a key role in screening visitors to protect Korea's borders from criminal elements and potential security threats.

 It is unfair to criticise these officials for Thailand's tourism decline, but it does underscore the need for policymakers to effectively address grievances. To sustain the Hallyu-driven tourism boom, the government has recently introduced measures to streamline the entry process, enhance visa issuing capabilities and extend tourist visa durations. However, more comprehensive strategies are needed to ensure long-term sustainability and effectively manage potential backlash, such as the anti-Korea campaign in Thailand.

Without proactive measures, Korea risks losing the momentum gained from Hallyu's impact on tourism, threatening its hard-earned status as a global tourist hotspot.