“Tourism today is no longer decided by how many people visit a place, but by how many want to retell its story.”
Korea’s tourism landscape is undergoing a fundamental transformation. The traditional formula—built on name recognition and sheer visitor volume—is losing ground. In its place, destinations that invite participation, trigger emotion, and inspire sharing are emerging as the new winners.
Yanolja Research, a travel and tourism research institute led by Professor SooCheong Jang, unveiled this paradigm shift in its report “Korea’s Top 500 Tourist Destinations: The 2025 Tourism Landscape through Traveler Sentiment Analysis,” published on the December 23rd. The report analyzes social big data—buzz volume and sentiment—from 16,745 tourist sites nationwide, selecting 500 destinations based not on footfall but on what the data reveals about “the traveler’s mind.”
Going beyond simple rankings, the study introduces a three-tier system to differentiate policy relevance and growth potential, offering a more strategic framework for tourism development.
The most symbolic outcome of the analysis is Gwangalli Beach in Busan overtaking the long-dominant Haeundae Beach to claim the No.1 spot overall. The report interprets this as a shift “from a sea to be watched (Haeundae) to a sea to be participated in (Gwangalli).”
Through drone shows, nighttime scenery, and events designed to prompt photography and social sharing, Gwangalli has positioned itself as a participatory stage for the digital age—where destinations succeed by encouraging travelers to actively engage and co-create content.
Beyond individual rankings, the report identifies a clear structural ecosystem across the Top 500 attractions: nature as the foundation, history as the axis, and entertainment as the growth engine.
Natural landscapes account for the largest share (50.2%), underscoring that Korea’s tourism base remains rooted in mountains, seas, forests, and the demand for rest and healing. Historical and cultural sites follow at 35.0%, forming the narrative backbone and identity of national tourism.
Particularly notable is the entertainment category (14.8%). While smaller in absolute number, entertainment-driven destinations demonstrate disproportionate impact at the top of the rankings. By stimulating experience, consumption, and content creation, they function as an accelerator of tourism growth. Gwangalli’s ascent vividly illustrates the multiplier effect when entertainment elements are integrated into a destination.
Regional analysis reveals distinct tourism identities. Seoul emerges as a high-density historical and cultural hub, with assets such as Gyeongbokgung Palace and Bukchon forming tightly knit clusters. The city’s strength lies not in individual sites but in the way these resources operate collectively, explaining Seoul’s structural advantage as both the primary gateway for inbound tourism and a national benchmark.
Elsewhere, Gangwon and Jeju assert themselves through overwhelming natural scenery, while Busan differentiates with hybrid content that blends urban space and the sea.
The rise of Pohang, an industrial city, is also noteworthy. Its landmark “Space Walk,” which transforms steel structures into a tourist attraction, exemplifies how a city’s industrial DNA can be reimagined as tourism content. The case suggests that even lesser-known cities can shift their trajectory with a single, well-defined “killer content.”
The report highlights three key trends for 2025: rural stays, hyper-localism, and smart technology.
“Choncance” (rural vacations), which prioritize rare and understated rural sensibilities over luxury hotels, and hyper-local travel that delves deep into neighborhoods, are becoming defining travel modes among younger generations.
Paradoxically, these analog experiences are completed by advanced technologies—such as AR guides and contactless check-ins—that operate as invisible infrastructure rather than front-stage features.
More than a ranking exercise, the report issues a warning to local governments overly focused on uniform, hardware-driven development.
Professor Jang cautions against the “Matthew Effect” evident in tourism data. “Platform algorithms inherently favor already famous destinations,” he noted. “Local governments and DMOs must use data to precisely identify and cultivate destinations that have high appeal but low visibility.”
He added, “We live in an era where a drone show in Gwangalli or a simple rural meal can move people more than massive infrastructure. Without a shift from hardware to ‘humanware’—from facilities to people and experiences—sustainable growth is impossible.”
Professor Kyuwan Choi of Kyung Hee University echoed the sentiment, urging local governments to abandon imitation-driven policies. “Like Pohang, regions must uncover their own DNA and design ‘Only-Here’ experiences,” he said. “In the digital age, travelers are not passive viewers but content creators. Investing in humanware that enables them to create and share stories is the path for Korea to become an ‘emotional powerhouse’ in tourism.”
Yanolja Research plans to publish Korea’s Top 500 Attractions annually, positioning it as a compass for discovering new destinations and driving structural reform in Korea’s tourism industry.
Prev 
Back 