South Korea: The Rising Star in Asian Tourism
It might sound far-fetched, but South Korea is becoming a hot destination for Australian travelers. The country is transforming its image, aiming to create its own version of Machu Picchu in the village of Gamcheon. Located near Busan, this once-neglected area has been revitalized with a burst of vibrant colors, attracting the Instagram generation.
But is it truly Korea's answer to Machu Picchu? Probably not. Gamcheon is not a global tourist magnet, and South Korea lacks iconic 'bucket list' attractions. However, the country boasts UNESCO World Heritage sites, and Gamcheon has become one of its globally recognized landmarks.
But here's the twist: Despite the absence of famous landmarks, South Korean tourism is booming. Visitor numbers surged by over 50% post-pandemic and have been growing annually, reaching a record 18 million in 2025. Australians are a significant part of this influx, with numbers skyrocketing from 170,000 in 2019 to over 265,000 in 2025, a 55% increase.
So, what's the allure? South Korea offers a unique blend of culture, delectable cuisine, and youthful energy. Overtourism in neighboring Japan might also be a factor, as Australians seek new adventures. But it's not just about Japan's shadow; Korean culture, especially pop culture, has become a global phenomenon. From K-pop to Squid Game, Parasite, and K-Pop Demon Hunters, South Korea is making waves in the West. And it's not just entertainment; fashion, cosmetics, beauty routines, technology, and social media trends are all at the forefront in this dynamic country.
A unique travel experience: Exploring South Korea feels like discovering a place where tourism is still nascent, especially for Westerners. The country's hospitality industry is evolving, with stylish mid-range hotels and traditional hanok accommodations. Our journey begins in Seoul, the bustling capital, guided by Jun, a South Korean native raised in New York.
Seoul: A City of Contrasts: Seoul is a sprawling metropolis of nearly 10 million people, lacking a distinct center. Instead, it's a mosaic of diverse districts, with Gangnam being the most famous, thanks to Psy's hit 'Gangnam Style.' The Cheonggyecheon stream, flowing through the city, has a captivating history. Once buried under a freeway, it was restored as a public space, attracting locals and wildlife.
A Tale of Intrigue: The Tomb Bridge, built with Queen Sindeok's tomb stones, tells a story of intrigue and betrayal. A son of the other queen, disliking Sindeok, had her tomb dismantled and used for the bridge as an insult. This story could rival any Game of Thrones plot twist.
A Culinary Adventure: Our guide, Jun, introduces us to a feast of local dishes, from bulgogi to sora mu chim. Each day, he provides a detailed list via Whatsapp, ensuring we remember every delicious bite. The kimchi, a staple at every meal, comes in various types, adding a unique twist to the dining experience.
Bullet Trains and Coastal Cities: South Korea's efficient bullet trains whisk us to Busan, the country's second-largest city. Once a fishing village, Busan now boasts a population of over 3.4 million. It's a coastal gem with skyscrapers, apartments, and bridges. The Jagalchi fish market offers a glimpse into local life, with elderly women selling fresh seafood. The city's culinary scene is a delight, from local eateries to upscale restaurants.
Gamcheon and Beyond: In Busan, we explore Gamcheon and take the Haeundae Sky Capsule, a charming coastal rail ride. Local guide Chris, an American expat, introduces us to the city's culinary delights, including a pojangmacha market, where elderly women run solo restaurants. It's a unique dining experience, with fresh seafood and a cozy atmosphere.
A Living Museum: From Busan, we travel to Gyeongju, an ancient capital dotted with mysterious tombs. The folk village of Yangdong offers a glimpse into traditional life, with modern touches. It's a serene place, with few tourists, where the past and present coexist peacefully.
Old Meets New: The contrast between old and new is striking in South Korea. The bullet trains and modern cities coexist with ancient tombs and traditional villages. It's a country where the past and future engage in a constant battle, with the future seemingly gaining the upper hand.
Surprising Discoveries: South Korea is full of surprises. Coffee dominates over tea, a rarity in Asia. Wi-Fi is ubiquitous and incredibly fast, with average speeds over 200mbps. Locals prefer bottled water, and Google Maps is less reliable for directions. Cosmetic surgery and beauty routines are big business, with Korean products sought after worldwide.
Travel Details: Jetstar offers daily flights from Sydney to Seoul and three weekly flights from Brisbane. Inside Asia provides various tour options, including the 10-day Soul of Korea trip, starting at $7329. For more information, visit the official tourism website.
The Takeaway: South Korea is a captivating destination, offering a unique blend of history, culture, and modernity. Its rising popularity among Australians is no surprise, given its vibrant cities, delicious cuisine, and dynamic cultural exports. Whether it's Seoul's bustling streets or Busan's coastal charm, South Korea is a country that leaves a lasting impression.
