TEMPO.CO, Jakarta - The massive global footprint of South Korean culture, or K-culture, consistently captivates the interest of Indonesian travelers visiting the Land of Ginseng. However, travel trends are shifting as tourist patterns evolve, with more travelers seeking authentic cultural, historical, and local culinary experiences.
According to Airbnb’s latest report, 'Korea Calling: How K-Culture Is Driving a New Generation of Travelers into Korea,' 97 percent of Indonesian tourists claim that Korean culture is the primary factor driving their decision to visit.
The report builds on a survey commissioned by Airbnb involving 4,500 respondents across Australia, India, Indonesia, Japan, Mainland China, Malaysia, Singapore, Thailand, and the United States. The survey was conducted in March 2026.
Amanpreet Bajaj, Airbnb's Country Head for Southeast Asia & India, noted that while Korean culture remains the anchor for Indonesian tourists, their itinerary preferences are changing. "However, what is increasingly apparent now is that tourists are no longer only interested in the city of Seoul or entertainment-focused tourism," he said in a written statement on Monday, June 22, 2026.
Instead, they are actively pursuing deeper, more authentic cultural experiences across various other provinces. According to Amanpreet, this shift is evident in the rising number of travelers eager to explore South Korea through its regional cuisine, cultural heritage, and lesser-known destinations.
Exploring New Travel Experiences
Survey data reveals that Indonesian tourists are looking far beyond Seoul and mainstream entertainment hubs. An overwhelming 98 percent of Indonesian respondents expressed an interest in visiting alternative cities or regions in South Korea, provided suitable lodging options exist outside major urban centers.
Among these regions, Busan and its surrounding areas emerged as the top choice, capturing the interest of 81 percent of travelers. Jeju Island followed at 58 percent, Incheon and Gyeonggi pulled in 47 percent, while Daegu attracted 39 percent.
This regional curiosity is driven by several factors. Approximately 66 percent of respondents are drawn by natural beauty and unique landscapes, 56 percent by local culinary scenes, 41 percent by regional traditions and culture, and 40 percent because a location served as a filming site for Korean movies or dramas.
Accommodation availability plays a pivotal role in charting these new travel paths. About 84 percent of travelers state they are willing to venture outside Seoul if they can find proper places to stay, while 70 percent consider the presence of homestays crucial to their holiday planning. Furthermore, 68 percent find local accommodations more practical for extended stays and better suited for fostering a connection with the local community compared to regular hotels.
The research also outlines varying preferences across different generations. K-pop culture serves as the primary hook for 61 percent of Generation Z and Millennial travelers, compared to just 23 percent of older demographics. Conversely, older travelers show a stronger affinity for cultural heritage (67 percent) than their Gen Z counterparts (46 percent). Nevertheless, authentic local food remains a universal equalizer, uniting 65 percent of all respondents across all age brackets.
Additionally, 89 percent of respondents plan to return to South Korea within the next five years, making the availability of neighborhood accommodations a critical variable. Amanpreet added that expanding access to lodging and localized experiences beyond standard hotspots will ensure this enthusiastic interest translates into richer, more meaningful journeys.
The survey also indicates that Indonesian tourists prefer traveling in groups, with 60 percent taking trips with partners, 42 percent with family, and 22 percent with friends. On average, their trips last 5.5 nights, with an average expenditure exceeding Rp30 million per person per visit, excluding airfare.
LAODE MUHAMAD ASHEGAF
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