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From the ancient temples of Seoul to the bustling districts of Tokyo, Asia is once again becoming a leading travel destination. According to the World Tourism Barometer, in 2024, the Asia-Pacific region is expected to welcome 316 million foreign visitors, representing a 33% increase from the previous year. However, while some Asian countries are experiencing significant growth, others struggle to regain their pre-pandemic tourism levels.
South Korea: K-culture Effect Boosts Tourism
South Korea is becoming increasingly attractive to tourists. The rise of K-pop, delicious cuisine, and popular series drives the Korean wave worldwide, drawing more foreign visitors to the country. Activities like language courses and cooking workshops are gaining interest among travelers. In 2022, the Yeondeunghoe exhibition, also known as the Festival of Lights and Colors, set a record by attracting over 50,000 visitors in five months since its launch.
According to the Korea National Tourism Organization, in 2024, South Korea welcomed 16 million visitors, a significant increase from 11 million in 2023 and a 48% rise. This growth is fueled by the global fascination with productions such as “Squid Game” and “Parasite,” which have sparked curiosity about local culture.
Japan: Tourism Is Concentrated in a Few Key Destinations
According to Skyscanner, Japan remains a popular tourism destination for foreign travelers, as evidenced by a 395% increase in searches for Okinawa, a tropical island known for its mild climate and pristine natural environments.
In 2024, government support measures and a favorable yen exchange rate contributed to a record high of 36.8 million visitors, surpassing pre-crisis figures. While international visitor numbers remain relatively low, tourism is concentrated mainly in a few key destinations, such as Tokyo and Kyoto. As a result, these cities are experiencing significant challenges in managing the rapid influx of tourists.
Thailand: Sun and Well-being Attract More Visitors
The sun continues to be a major tourist attraction, and Thailand is thriving as a travel destination. Experts note that many foreign visitors often pair their trip to Bangkok with a getaway to destinations like Phuket or Koh Samui.
Thailand is confirming its appeal with 35 million visitors in 2024. The visa exemption for 93 nationalities and the option for stays of up to 60 days make last-minute trips easier and further enhance the country’s popularity.
China: Not an Apparent Recovery Yet
Long closed to tourism, China is beginning to reopen at a slower pace than its neighbors. In 2024, the country welcomed 13.07 million foreign visitors, gradually regaining its place in the tourism industry, though it still lags behind Japan and Thailand. Several obstacles remain: despite improvements in payment methods, including accepting more types of bank cards, the lack of foreign language interfaces in specific applications complicates the experience for non-Chinese-speaking travelers. This remains a real challenge for a country aiming to attract more visitors.
On a positive note, the resumption of international flights is facilitating trade. China Eastern Airlines launched a new route between Shanghai and Venice in 2024, highlighting the country’s commitment to strengthening its connections with Europe.
Myanmar and India Miss out on Tourism Boom
Other destinations are having difficulty attracting foreign visitors. Myanmar, although it reopened in 2022, is currently experiencing political violence and civil unrest, especially in the Kachin and Rakhine states. As a result, according to the Ministry of Tourism, the country received only one million tourists in 2023. According to the available data, Myanmar welcomed about the same (over 1.06 million) foreign tourists in 2024
India presents a contrasting picture when it comes to foreign tourism. In 2023, the country registered 9.52 million foreign visitors, falling short of pre-pandemic levels. However, it’s estimated that in 2024, India welcomed over 13 million inbound tourists. Certain Indian regions are drawing significant interest. Rajasthan accounts for 60% of tourist requests, followed by Tamil Nadu and Kerala. Travelers especially seek unique cultural experiences, with interest in the Holi festival surging. Kashmir in northern India and Darjeeling, known for its famous tea plantations in West Bengal, are among the top travel destinations in India.
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