Korean travelers embrace tailored journeys, data shows

Jessica Min, a travel expert at Skyscanner, gives a presentation on overseas travel trends during a media event in Seoul, Tuesday. Courtesy of Skyscanner

Koreans are increasingly favoring hyper-personalized travel experiences that reflect individual interests and values, moving away from traditional bucket-list tourism, according to a report released Tuesday by the global travel app Skyscanner. The findings were presented at the “Travel Trend 2026” event in central Seoul.

According to Skyscanner’s survey, 80 percent of Korean travelers expect to maintain or increase their travel frequency next year, with 31 percent planning to boost their budgets in 2026.

Koreans spend considerably more on travel than many other nationalities, particularly for overseas trips. In 2024, Korean tourists spent a total of $14.32 billion abroad — averaging about $1,100 per trip.

A defining trend for Korean travelers is growing interest in exploring local supermarkets. Rather than booking tables at well-known restaurants, 56 percent of travelers now report seeking out local supermarkets and convenience stores for their meals, with 52 percent saying it’s the best way to immerse themselves in local food culture.

Another notable trend is the pursuit of connections dubbed “yeomanchu” – the desire to meet new friends or experience romance while traveling. Four in 10 respondents said they have traveled, or would consider traveling, to form new relationships or strengthen existing ones.

An image of books, which have influenced Koreans' growing interest in literary-inspired travel. Courtesy of Skyscanner

Other trends included visiting destinations found in literature, with travelers seeking out the real-world locations featured in their favorite novels, memoirs, or poetry.

The trends also included “glow-up travel” for beauty enthusiasts; “unique check-ins” where the accommodation itself becomes the main attraction; “mountain vibes” for nature escapes; and multi-generational adventures for the whole family.

There are also changes in people's preferred destinations. Skyscanner identified Asahikawa on Japan's northern island of Hokkaido as the fastest-rising hotspot, with a staggering 476 percent increase in flight searches compared to last year.

Those seeking for cost-effective journey could turn to Yonago, Japan, where average airfares have dropped 27 percent, marking it the top value destination. Other wallet-friendly options include Abu Dhabi of the United Arab Emirates and Changsha in China.

Artificial intelligence is rapidly changing how travelers plan and book their trips: 54 percent of global travelers said they rely on AI for trip planning and reservations, using these tools for destination research, itinerary creation and comparing airline and hotel prices.

Jessica Min, a travel expert at Skyscanner, said, “As more travelers seek inspiration through platforms like YouTube and social media, the desire for genuine and unique experiences has intensified. Adventurers are looking beyond tried-and-true destinations, increasingly attracted to places where they can craft their own stories.”