Introduction: The Gap Between Foreign Visitors’ Expectations and Reality
A recent Korea Tourism Organization report, titled “Analyzing Barriers to Visiting Korea and Ways to Address Them,” found a significant gap between the activities foreign tourists expected to enjoy before arriving in Korea and those they actually took part in.
Before their trips, more than 30% of foreign tourists expressed strong interest in experience-based activities such as watching sports, attending performances and exhibitions, and taking part in festivals. In reality, just 3% to 4% participated in these activities during their visits.
The findings suggest that although foreign visitors come to Korea expecting immersive experiences, many end up focusing primarily on shopping.
The Gap Between Expectations and Actual Experiences
The study analyzes the main barriers foreign visitors encounter throughout their journeys—from expressing an intention to visit and preparing for the trip to entering Korea, experiencing the country, and deciding whether to return—with the goal of helping Korea attract 30 million international tourists. It highlights the divide between what foreign tourists expect and what they actually experience.
Low Participation in Experience-Based Activities
According to the report, foreign tourists have high expectations for performances and festivals in Korea before their trips, but actual participation rates are extremely low.
This suggests that while foreign visitors place considerable value on experiencing Korean culture, a lack of information and limited accessibility at their destinations often prevent them from taking part.
For example, visitors may have difficulty finding information about traditional performances or local festivals, while language barriers can make participation even more challenging.
A Tourism Pattern Centered on Shopping
By contrast, foreign tourists show strong interest in shopping, likely because Korea’s wide range of shopping destinations and brands are well known internationally.
In particular, duty-free shops and large shopping malls have become popular destinations for foreign visitors, reinforcing the tendency to focus on shopping during trips to Korea.
While this trend can benefit Korea’s tourism industry, it also means visitors may miss opportunities to engage with the country’s culture.
Tourism Policy and Recommended Improvements
The Korea Tourism Organization is exploring various ways to address these issues. A key priority should be developing cultural experience programs that are easy for foreign tourists to access and promoting them effectively.
There is also a need to improve the availability of information at destinations and expand services in foreign languages. Possible measures include developing a mobile application that makes performance and festival schedules easy to find, as well as operating dedicated information desks for international visitors.
Why Cultural Experiences Matter
Cultural experiences offer visitors more than a conventional sightseeing trip.
By experiencing Korea’s culture and traditions, foreign tourists can develop a deeper understanding of the country and become more willing to return.
For this reason, Korea’s tourism industry should move beyond a shopping-centered model and take a more active approach to encouraging cultural experiences.
This would help improve visitor satisfaction while creating more opportunities to showcase Korea’s cultural content to the world.
Conclusion: The Outlook and the Public’s Role
The study underscores that foreign tourists have high expectations for cultural experiences in Korea, yet participation in such activities remains low.
Korea’s tourism industry must make sustained efforts to address this issue, while the public can also play a role by helping foreign visitors discover and experience Korean culture.
For Korea to become an even more appealing destination for international tourists, it will need policies that recognize the importance of cultural experiences and actively support them.
Frequently Asked Questions (FAQ)
Q. What is the activity foreign tourists do most often in Korea?
A. Foreign tourists most commonly go shopping in Korea and tend to focus more on shopping than on cultural experiences.
Q. How can foreign tourists be encouraged to take part in more cultural experiences in Korea?
A. To encourage greater participation, Korea should provide more information for foreign visitors and develop and promote a wider range of cultural experience programs.
Q. How will the study’s findings affect Korea’s tourism industry?
A. The findings highlight the need for Korea’s tourism industry to strengthen its cultural offerings so it can better meet foreign visitors’ expectations. They also point to the need to move beyond a tourism model centered primarily on shopping.
