The K-Pop craze is driving travel demand in Korea. Nuno Guerreiro, Asia-Pacific director of the global online travel platform Booking.com, noted in a lecture at the 2025 Consumer and Retail Forum on the 11th that “the influence of cultural content centered on K-Pop is transforming travel demand worldwide, extending beyond Asia.”
Booking.com is the world’s largest online travel platform, established in 1996 in Amsterdam, Netherlands. It offers approximately 3.4 million hotels, apartments, and unique accommodations in over 220 countries, providing a comprehensive range of booking services, including flight tickets, car rentals, transportation, and activities.
Director Guerreiro emphasized that “the booking demand for K-Pop related areas such as Seoul and Busan is growing by an annual average of 30-40%, and the number of foreign travelers visiting Korea for music festivals or performances is steadily increasing,” adding that “now is the time to accurately capture the trend where K brands and travel experiences are emotionally connected.”
To connect this cultural-based demand with technological innovation, Booking.com recently introduced a generative artificial intelligence (AI) based “Connected Trip” system. This structure seamlessly integrates the entire travel journey - from accommodation bookings to flights, transportation, car rentals, and local activities - within a single platform. Director Guerreiro explained that “in Asia, this is sometimes referred to as a super app,” as they seek a seamless experience from destination searches to local currency payments and content consumption.
Additionally, the AI-based travel planner suggests customized itineraries and accommodations when users input unstructured phrases like “a trip to Jeju with a 10-year-old child” or “a relaxing healing trip for just the couple.” Approximately 58 million people used generative AI-based travel tools last year.
Director Guerreiro also mentioned that “projections suggest this figure will expand to 300 million by 2030. Current surveys indicate that 41% of travelers are using AI to plan their trips, and 66% reported that AI travel planners positively influenced their decisions.”
He stated that “we aim to provide a true sense of ‘journey curation’ by understanding users' lifestyles, emotions, and needs, not just consolidating reservations,” adding, “we help anyone easily design their own trip through technology and have deeper experiences.”
He also emphasized the potential for growth in Korea’s tourism industry. Director Guerreiro said, “Currently, the middle-class traveler is exploding globally, and demand is increasing for Korea not just as a domestic tourist destination but as a global one,” adding that “the demand to experience local culture, including K-Pop as well as local small businesses, is also evident.” In fact, survey results showed that 77% of global travelers and 79% of Korean travelers responded that they would like to contribute to local culture and communities.
Booking.com is prioritizing sustainable tourism and locally based experiences, along with consolidating K brand sentiment as its main strategic focus, while expanding collaborations with local partners. Director Guerreiro commented, “K-Pop is currently in its golden era, and if it can be utilized properly, it can expand tourist influx not only to Seoul and Busan but to many more regions,” adding, “Ultimately, travel is about connecting people, emotions, and cultures,” and explaining that “we are now in an era where technology can deepen and refine those connections.”