Spotlight Market: South Korea

South Korea remains one of Seattle’s strongest overseas markets, ranking as the 5th largest inbound market of international visitors. South Korea travel to Seattle increased by 15% between 2023 to 2024 with approximately 56,800 South Korean visitors. Their spend totaled an approximate $32.2 million last year. (source: GCT Tourism Economics)

While there is stabilization and Korean outbound travel has recovered since the pandemic, the 2025 outlook for visitation to Seattle shows softness tied to broader geopolitical and economic conditions in South Korea. Even so, growth potential remains optimistic, supported by new nonstop service launched September 2025 between ICN (Incheon) and SEA (Seattle-Tacoma International Airport) operated by Alaska Airlines and Hawaiian Airlines. This enhanced connectivity significantly improves accessibility and convenience, giving Korean travelers even more direct access to Seattle as well as seamless connections throughout the US via Seattle’s expanding role as a gateway hub.

South Korea Market Snapshot

South Korea remains one of Seattle’s strongest overseas markets, ranking as the 5th largest inbound market of international visitors. South Korea travel to Seattle increased by 15% between 2023 to 2024 with approximately 56,800 South Korean visitors. Their spend totaled an approximate $32.2 million last year. (source: GCT Tourism Economics)
According to the IMF, Korea’s economy rebounded in 2024 (estimated around 2.2% GDP growth) but is projected to slowing down to 2% growth in 2025 as export growth normalizes and domestic demand remains relatively weak. (source: International Monetary Fund, February 2025)
Much of the weak growth in overall production is weighed down by the construction sector. The prolonged downturn in the construction sector continues to weigh on all-industry production growth. However, manufacturing indicators improved as continued surges in car retail sales drives more motor vehicle output.
While growth is slow, inflation is relatively contained. The economic challenges remain in the aging population, high debt, and weak household consumption which all puts constraints on sustainable growth.
According to the National Travel and Tourism Office (NTTO), new data through June confirms a downturn in international travel to the United States and among top markets, South Korea has fallen -11.2% YoY. (source: National Travel and Tourism Office, July 2025)
Confusion continues over US Visa policies. The H-1B visa fee for professional employment visas was increased to $100,000 USD. The immediate impact of these measures on US travel is limited, however, if negative perceptions of US travel accumulate, it is generally expected to see a decline in business travel demand. South Korea falls under the Visa Waiver Program (VWP) which allows their citizens to visit the U.S. for up to 90 days without a visa, with an approved ESTA. As of September 30, 2025, the ESTA fee rose from $21 to $40 under new legislation, a move some see as potentially discouraging international travel. While MICE and general travel demand have not been immediately affected, there are concerns that long-term demand for incentive tours and corporate business trips could be negatively impacted.

Why South Korea Matters to Seattle

Korean outbound travel rebounded strongly after COVID (99.9% recovered compared to 2019). Korea’s economy is the 4^th largest in Asia and the 12^th largest in the world.
While Koreans opt for multiple shorter getaways throughout the year to regional destinations like Japan, Southeast Asia, and Guam there is an increasing appetite for long-haul travel and a notable surge in demand for repeat travel with travelers returning to destinations they’ve already visited but seeking new, enriched ways to experience them.
Seattle maintains a strong appeal for Korean visitors offering one of the shortest travel distances between Seoul and the US mainland with 3-4 daily nonstop flights between Seoul (ICN) and Seattle (SEA) via Korean Air, Delta Air Lines, Asiana Airlines and Hawaiian Airlines/Alaska Airlines.
The newest nonstop service between Seattle (SEA) and Incheon (ICN) launched by Hawaiian Airlines and Alaska Airlines on September 12, 2025 significantly boosts travel opportunities. This added flight service gives Asian travelers more airline choices and improves onward connectivity across the US reinforcing Seattle’s role as a premier gateway hub.
Seattle is a natural fit for current Korean travel preferences and trends from food-focused adventures to hiking, camping and other outdoor pursuits.

Strategic Implications

Visit Seattle continues to invest in the South Korea market working with our in-market agency on tactics to reach the right travelers in the right way. According to the 2024 Consumer Booking Channel Trend survey by Korea Travel News, Korean travelers continue to favor familiar booking channels when planning overseas trips with 47.4% of respondents noting that they booked travel via travel agencies and OTAs. Visit Seattle will continue strengthening our relationship with top Korean travel agencies and drive more awareness on online booking channels.
Visit Seattle is in the process of translating one of our Travel Professionals Tool, Seattle Destination Training, into Korean so tour operators and agents have the opportunity to educate themselves further on Seattle, our history, and attractions. Once the translation process is finalized, we will be promoting this program, newly-launched in Korean with an in-person promotion event as well as through press releases to travel media.
Visit Seattle will continue to work alongside Brand USA and attend the South Korea sales mission in July 2026 and allocate time after the program to meet with our top clients and key stakeholders.

<< Back to Legislative and Policy Impacts

Have additional questions?

The Visit Seattle Public Affairs Team would be happy to help!

Contact the Public Affairs Team

Subscribe to the Seattle Localist

Seattle’s best every month in your inbox

Book Your Trip