Winter Wonders: Agoda’s Search Insights Unveil South Korea’s Winter Appeal among Inbound Travelers

Despite the ongoing cold winter season, South Korea continues to attract interest from inbound travelers, fueled by a variety of seasonal events and activities available during the winter months. Reflecting this trend, digital travel platform Agoda has revealed the most searched destinations and preferred winter activities among international travelers visiting South Korea.

Top Destinations
- Seoul ranked #1, followed by Jeju, Busan, Incheon, and Sokcho.
- Seoul’s popularity was boosted by the Seoul Winter Festa, which drew nearly 11 million visitors with attractions like:
- Seoul Light Gwanghwamun
- Seoul Plaza Ice Skating Rink
- Gwanghwamun Market
- Seoul Light DDP

Emerging Trends
- Sokcho saw a 37% year-on-year increase in accommodation searches, signaling growing interest in secondary destinations beyond major hubs.
- Culinary appeal (seafood, sweet & sour chicken, local markets) is a strong driver for Sokcho’s rise.

Source Markets
- Japan led inbound interest, followed by Taiwan, China, Hong Kong, and Thailand.
- China showed the highest growth (56%), influenced by the visa-free entry policy for group travelers.
- Thailand entered the top five for the first time.

Activity Preferences
- Theme parks & attractions: Lotte World, N Seoul Tower Observatory.
- Tour passes: Visit Busan Pass (foreigner-exclusive).
- Wellness: SPA LAND Centum City, Aquafield Jimjilbang Spa & Sauna.
- Trend shows travelers want convenient all-in-one sightseeing options plus rest & recovery experiences.

Agoda’s Perspective
Jay Lee, Regional Director for North Asia, highlighted South Korea’s mix of scenic snowscapes, winter snacks, and traditional jjimjilbangs, noting rising demand for experiences that blend entertainment, convenience, and relaxation. Agoda aims to support this with competitive deals across 6M+ properties, 130K+ flight routes, and 300K+ activities.

This paints South Korea as not just a metropolitan winter hotspot, but also a destination where secondary cities and wellness culture are gaining traction.