President Lee Jae Myung speaks during a meeting to discuss tourism strategy at Cheong Wa Dae in Seoul, Feb. 25. Korea Times photo by Wang Tae-suk

This is the third in a series of articles examining economic, political, diplomatic and social changes that have occurred during the Lee Jae Myung administration since the president’s inauguration on June 4, 2025.

No president in Korean history has taken tourism more seriously than President Lee Jae Myung.Previous presidents did not feel the need to focus heavily on tourism because the Korean economy largely relied on exports such as electronics, refined petroleum products, automobiles and semiconductors.However, the situation looked quite different when Lee took office last year.The global popularity of Korean dramas, films and K-pop artists has drawn international tourists to Korea to visit locations featured in their favorite shows, eat dishes enjoyed by celebrities and shop for beauty products used by K-pop stars.

Lee also had his own reason to push for tourism, as he seeks to alleviate Korea's slowing economic growth, demographic decline and weak regional economies.

The president has described tourism as a “core national strategic industry,” stressing that the country must move beyond Seoul-centered tourism growth to achieve sustainable expansion.

“Tourism is a key national strategic industry for Korea,” Lee said during a meeting to discuss national tourism strategy in February. “If 80 percent of foreign tourists continue to remain concentrated in Seoul, the growth of the tourism industry will inevitably hit its limits.”

One year into the Lee administration, Korea’s tourism industry is showing signs of rapid growth, boosted by the government's push.

Korea attracted a record 18.94 million foreign visitors last year and is on pace to surpass that figure this year. According to the Ministry of Culture, Sports and Tourism, the country received about 4.76 million foreign tourists during the first quarter of this year, up 23 percent from a year earlier, despite geopolitical uncertainties in the Middle East. March alone drew around 2.06 million visitors, marking the highest monthly figure ever.

Efforts to develop regional tourism

Experts said the Lee administration is different from previous administrations in that it focuses more on developing regional tourism and creating long-term plans, rather than just running short-term campaigns.

Source: Korea Times News