Agoda Data Shows Seoul as Top Inbound Destination in South Korea H1 2026
Agoda's H1 2026 data reveals Seoul as the most searched inbound destination in South Korea, with a 9% rise in travel interest. Japan leads source markets, while interest from the Philippines increased.
Digital travel platform Agoda has released insights into inbound travel trends for South Korea during the first half of 2026. The data highlights Seoul as the most searched inbound destination, with a notable nine percent increase in travel interest from international visitors during the period.
Alongside Seoul, Busan, Jeju, Incheon, and Daegu rounded out the top five searched destinations. Busan, in particular, saw a significant surge in accommodation searches, increasing by 43 percent. The city aims to attract four million international visitors this year, supported by expanded partnerships with global OTAs and promotion of the Visit Busan Pass.
Domestically, Ulsan emerged as a rapidly growing destination, with accommodation searches rising by 117 percent. This growth is partly attributed to the rebranding of the Ulsan Summer Festival to the Ulsan Music Festival and its rescheduling to June. Ulsan also boasts natural attractions and cultural sites, including Jasujung Cave and UNESCO-listed petroglyphs.
Among international source markets, Japan led with a seven percent increase in accommodation searches. Taiwan, China, Hong Kong, and the Philippines completed the top five. Interest from the Philippines saw a substantial increase, climbing three places. This trend is partly supported by an extended visa waiver program for Filipino group travelers.
Agoda notes that South Korea continues to attract international travelers due to its vibrant cities, cultural heritage, and scenic landscapes. The platform aims to facilitate discovery and travel within the country by offering a wide range of flights, accommodations, and activities.