2.1 million in a single month… the 'BTS effect' sets a new all-time record

In March, foreign visitors to South Korea topped 2.11 million for the first time. BTS's comeback concert at Gwanghwamun drew tourists from Europe and across the globe, demonstrating the explosive power of K-culture.

In March, foreign tourists visiting South Korea exceeded 2.1 million, breaking the previous record. BTS's large-scale comeback concert acted as a catalyst, producing an unprecedented 'BTS effect'.

First Monthly Arrivals Surpass Two Million

According to an announcement on the 21st by the Korea Immigration Service under the Ministry of Justice, foreign arrivals in March were tallied at 2,111,658. This represents a 40.4% increase compared with the previous month (1,503,881) and a 26.5% rise year on year. Since monthly statistics began, this is the first time foreign arrivals to South Korea in a single month have exceeded two million.

BTS Comeback Ignites Gwanghwamun, Draws Tourists from Around the World

By purpose of entry, the sharp rise in short-term visitors was notable. Short-stay entrants on tourist-transit (B-2) visas surged 58.1% from the previous month to reach 993,584, while visa-exempt (B-1) entrants soared by 133.4% to 252,630. The sharp increase in short-term visitors was largely driven by a large influx of international fans coming to watch BTS's comeback concert for their fifth studio album 'Arirang (ARIRANG)', held on the 21st at Gwanghwamun Square in Seoul.

Triple-digit Surge in Visitors from Europe… Showing the Power of K-culture

By nationality, the most visitors came from China (528,735), Japan (484,853), Taiwan (194,224) and the United States (162,258). Particularly notable was the steep rise in arrivals from Europe: compared with the previous month, Germany increased by 204.5%, Poland by 172.6% and the United Kingdom by 147.7%, with major European countries showing triple-digit growth.

According to the Ministry of Culture, Sports and Tourism's statistics on inbound foreign tourists in the first quarter of 2026, cumulative inbound tourists in the first quarter reached 4,759,471, a 23% increase year on year. A ministry official said that despite adverse geopolitical factors, the unrivalled competitiveness of K-culture and joint public and private-sector efforts to attract visitors have driven a substantive leap in the inbound tourism market.