Digital travel platform Agoda has released data showing a 9% year-on-year increase in international accommodation searches for South Korea during the first half of 2026. The figures underline the country's continued appeal across key source markets, with secondary cities emerging as significant growth drivers.
Seoul remains the most-searched destination, followed by Busan, Jeju, Incheon, and Daegu. However, the standout performance comes from Busan, which recorded a 43% rise in searches. The southern port city welcomed over 1.93 million international visitors in the first five months of the year, according to local tourism authorities. Busan's growth is supported by expanded partnerships with global online travel agencies and the promotion of the Visit Busan Pass, a sightseeing and transport discount card. The city has set a target of attracting four million international travellers by the end of 2026.
Ulsan, an industrial city on the southeast coast, emerged as a rising star with a 117% surge in accommodation searches. The spike is attributed to the rebranding of the Ulsan Summer Festival as the Ulsan Music Festival and the opening of a new coastal park at Gangdong Beach. These developments reflect a broader trend of secondary cities leveraging cultural and leisure assets to draw international visitors.
Source markets and visa policy shifts
Japan leads the list of countries showing the most interest in South Korea, with a 7% increase in searches. Taiwan, China, Hong Kong, and the Philippines also feature prominently. Notably, the Philippines climbed three places from last year, a rise that Agoda links to the extension of the visa waiver programme for Filipino group travellers. This policy change is expected to sustain inbound momentum from the Southeast Asian market.
The data aligns with broader efforts by South Korea's tourism sector to diversify its visitor base and promote regional destinations. As the country adapts to shifting travel patterns, including record heatwaves reshaping summer travel, cities like Busan and Ulsan are positioning themselves as year-round alternatives to the capital.
Alex Park, Country Director for South Korea at Agoda, commented: “South Korea continues to attract growing interest from international travellers thanks to its vibrant cities, cultural heritage, scenic landscapes, and world-class experiences.” Park's remarks underscore the platform's view that the country's mix of urban energy and natural beauty remains a powerful draw.
Agoda's August Mega Sale, offering discounts of up to 70% on hotel bookings, is set to further boost inbound travel during the peak summer season. The promotion is part of the company's broader strategy to drive demand for its hotel partners across the region. For hoteliers, the data offers a clear signal: secondary cities are becoming increasingly important in the South Korean market, and platforms like Agoda are key channels for reaching international travellers.
The rise of Busan and Ulsan also has implications for the wider travel ecosystem. Airlines and tour operators may look to expand capacity and packages to these cities, while destination marketing organisations can leverage the momentum to attract investment in infrastructure and events. As multi-city events reshape travel patterns across Asia, South Korea's regional hubs are well-positioned to benefit.
Agoda's data reflects a broader shift in Asian travel demand, where travellers are increasingly exploring beyond primary gateways. For travel professionals, the message is clear: South Korea's secondary cities offer significant growth potential, and early movers stand to gain.
