For Japanese travelers Korea is 'sixth choice, first destination' — what the numbers say

In a survey of Japanese travelers, Korea ranked sixth among dream destinations — yet it is the country they actually visit most. Dreaming of Hawaii, boarding for Korea.

Accessibility rules real choices: close, affordable, doable in a weekend. Japanese travelers, who have the highest revisit rate, are already looking past Seoul and Busan to the next Korea.

The gap between preference and visits is also an opportunity — turning travelers who came for convenience into travelers who return for people is Korean tourism's next task.