Thailand Joins Hong Kong, China, Taiwan, and Japan in Sparking a Winter Tourism Surge to South Korea, Driving Unprecedented Visitor Growth and Unforgettable Festival Experiences

Thailand, alongside Hong Kong, China, Taiwan, and Japan, is playing a pivotal role in South Korea’s winter tourism boom, with a remarkable surge in visitor numbers during the 2025-2026 season. This growing interest is primarily driven by South Korea’s Winter Festa, which attracted nearly 11 million visitors, making Seoul the top destination for international travelers. The inclusion of Thailand highlights the expanding regional reach, with travelers from these countries flocking to experience South Korea’s unique winter offerings. Factors such as the country’s diverse winter activities, visa-free policies for certain group travelers, and the rising appeal of secondary destinations like Sokcho have contributed to the dramatic increase in travel bookings. The combination of cultural festivals, major attractions, and exclusive wellness experiences is drawing global attention, making South Korea the ultimate winter escape for many.

As the winter season settles over the globe, South Korea is emerging as a must-visit destination for international travelers, drawing people from all corners of the world. According to recent data from Agoda, South Korea’s winter charm is proving irresistible. With Seoul leading the charge as the top destination for winter travel, the nation’s festive season and unique winter experiences are captivating millions. This surge in travel has been recorded during a key period, from December 1, 2025, to January 7, 2026, when South Korea saw a significant increase in visitors, especially those eager to experience Seoul’s Winter Festa.

Seoul’s Winter Festa: A Hotspot for International Visitors

The Winter Festa, one of South Korea’s most anticipated seasonal events, has attracted nearly 11 million visitors, solidifying Seoul’s position as the number one destination in the country. This remarkable influx of visitors can be attributed to a combination of festive atmosphere, cultural experiences, and winter-specific attractions that make Seoul an irresistible place during the colder months. The festival itself showcases a blend of light displays, ice sculptures, live performances, and food stalls that serve local winter delicacies, making it a prime event for both locals and tourists alike. The popularity of this event has translated into a massive surge in hotel bookings and accommodation searches within Seoul, which further cements its role as a primary destination for global travelers seeking to experience the magic of winter in South Korea.

Other Top Destinations: Jeju, Busan, Incheon, and Sokcho

While Seoul is the leading destination, South Korea has much more to offer in terms of winter travel. Other key destinations that have seen a surge in interest include Jeju, Busan, Incheon, and Sokcho. These places are not only known for their scenic beauty but also their accessibility, offering diverse experiences that cater to different kinds of tourists.

Jeju Island is particularly well-known for its mild winter climate, making it an ideal destination for those who want to avoid the harsh cold while still experiencing the beauty of South Korea’s winter landscapes. Jeju’s winter landscapes, which include volcanic mountains and vast fields of camellias, attract nature lovers and those interested in outdoor activities.
Busan, South Korea’s second-largest city, offers a coastal winter retreat with its renowned beaches, seafood markets, and cultural landmarks. Busan is also a prominent spot for tourists looking to experience Korea’s vibrant modern culture mixed with traditional elements.
Incheon, a hub for international travel, has seen an increase in winter visitors due to its easy access to Seoul and its status as a transportation gateway. Known for its modern architecture and cultural districts, Incheon provides a perfect balance of urban and cultural exploration during the winter months.
Sokcho, a city near the beautiful Seoraksan National Park, has seen a remarkable 37% increase in accommodation searches, indicating growing interest in secondary destinations. Sokcho’s combination of natural beauty and cultural landmarks, including the famous Seoraksan Mountain, makes it a hidden gem for winter explorers.

Growing Interest in Secondary Destinations: Sokcho’s Rising Popularity

One of the most notable trends revealed by Agoda’s data is the 37% increase in accommodation searches for Sokcho, suggesting a growing interest in South Korea’s lesser-known winter destinations. Sokcho’s proximity to Seoraksan National Park, one of the most beautiful mountains in South Korea, makes it a perfect winter escape for hikers, nature lovers, and those looking to experience winter activities like skiing and snowboarding. Sokcho’s appeal is also boosted by its stunning coastal scenery, hot springs, and seafood, making it an attractive alternative for those looking to venture beyond the crowded spots in Seoul.

The Key Drivers of Travel: Chinese, Taiwanese, and Japanese Visitors Lead the Charge

International interest in South Korea’s winter tourism is also reflected in the growing number of visitors from across Asia. According to Agoda’s insights, Japanese travelers top the list of international visitors to South Korea, with Taiwan, China, Hong Kong, and Thailand following closely behind. Notably, China has seen a remarkable 56% year-on-year growth in travel interest, which is likely influenced by South Korea’s recent visa-free entry policy for Chinese group travelers. This policy has removed barriers for many Chinese tourists, making it easier for them to visit South Korea during the popular winter months.

China: The most significant growth in travel interest, driven by visa-free entry for group travelers.
Japan: Continues to be the leading source of international visitors, reflecting the strong cultural and tourism ties between the two countries.
Taiwan: A major contributor to the increasing travel interest, thanks to the ease of access and strong cultural exchanges.
Hong Kong and Thailand: Both markets have seen continued growth, showcasing the broader regional interest in South Korea’s winter offerings.

Popular Attractions and Unique Offerings: A Comprehensive Winter Experience

Agoda’s booking data highlights the activities that are driving travelers to South Korea. Tickets to major theme parks and tourist attractions, such as Lotte World and the N Seoul Tower Observatory, remain highly sought after. These iconic landmarks offer stunning views, seasonal events, and immersive experiences that attract visitors from around the globe.

Moreover, foreigner-exclusive tour passes provide an added incentive for international travelers looking to explore multiple attractions at discounted prices. Traditional wellness offerings like SPA LAND Centum City are also gaining popularity, allowing tourists to relax and rejuvenate in the warmth of South Korea’s renowned jjimjilbang (Korean sauna) culture.

Thailand, along with Hong Kong, China, Taiwan, and Japan, is driving South Korea’s winter tourism surge, fueled by the Winter Festa, unique cultural experiences, and a rise in secondary destination interest.

A Bright Future for South Korea’s Winter Tourism

Jay Lee, the Regional Director of North Asia at Agoda, points out that “South Korea offers an array of winter experiences ranging from scenic snowscapes and delicious winter snacks to traditional jjimjilbangs that provide warmth during the colder months.” This diverse range of activities ensures that every traveler, whether seeking adventure, relaxation, or cultural exploration, finds something to enjoy during their winter trip to South Korea. Agoda remains committed to offering competitive deals on accommodations, flights, and activities, ensuring that travelers have access to the best possible winter experiences in South Korea.

As the winter season continues, South Korea’s rich cultural heritage, stunning landscapes, and modern attractions promise to keep attracting international travelers. With a growing interest in secondary destinations like Sokcho, South Korea is carving out a unique niche in the winter tourism market, offering a wealth of experiences for all types of visitors.

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