The announcement of BTS resuming their world tour after nearly four years has triggered a massive explosion in travel demand to South Korea, led by the global fandom ARMY.
According to data from Hotels.com, inbound searches for Seoul increased by 155%, while searches for Busan skyrocketed by 2,375% within 48 hours of the schedule announcement on January 13, 2026. This indicates that global fans began securing accommodations and flights even before ticket sales started, proving that K-pop is a powerful driver of “performance-based tourism.”
By country, the response from the Japanese market has been particularly overwhelming.
Searches for Seoul rose by 400%, while searches for Busan recorded a phenomenal growth rate of 10,545%, followed by high interest from Taiwan, Hong Kong, and the United States. This phenomenon aligns with the “Tour Tourism” trend, where fans travel specifically to attend concerts. Survey results showed that 70% of respondents expressed interest in traveling for performances, and 43% stated they were willing to cross international borders for their favorite artists, suggesting that a new consumer trend combining music and travel has become firmly established.
Industry experts anticipate that this tour will act as a “cultural tourism catalyst,” significantly impacting the overall regional economy beyond the performances themselves.
In addition to international visitors, domestic travel demand is also rising sharply, particularly for Busan, which saw a 3,855% increase. Analysts note that major live performances have become a decisive factor in choosing travel destinations and serve as a core engine driving both inbound and domestic markets in 2026.
ONLINEKOREANEWS.COM 
Leave a comment