As Korea’s tourism industry looks toward 2026, it is sharpening its focus on personalization, regional travel and experience-driven spending, shaped by shifting traveler behavior, the growing use of artificial intelligence (AI) and a weaker won that has affected some overseas demand. Industry data and global surveys suggest that both inbound and outbound travelers are moving away from rigid itineraries in favor of trips that reflect their identities, values and even fantasies, increasingly relying on AI to help decide where to go, what to do and whom to travel with. More diverse inbound routes and regions Travel platform Trip.com expects overseas demand for travel to Korea to continue broadening in 2025 and into 2026, with visitors coming from a wider range of departure cities rather than just major hubs. Bookings to Korea are rising not only in traditional markets like Japan, mainland China, Taiwan, Vietnam and Hong Kong, but also from secondary cities such as Tokushima, Datong, Kagoshima, Kumamoto and Tashkent, where new or expanded direct flights have improved access. This suggests