South Korea

Spotlight on South Korea: Why it could be the next big destination

by Lacey Pfalz
October 25, 2021
Last Updated: Tuesday, October 26, 2021 at 12:15AM ET

If you’re not already familiar with the “Korean Wave”, you’ve probably experienced it through the news, social media, and even Netflix, the Korean show “Squid Game” has become a hit in dozens of countries around the world, more than any English-language show, It attracted 111 million viewers in less than its first month.

South Korea is a trendy destination in its own right.

Seoul, its capital and largest city, is the sixth most followed city on Instagram and the second most followed city on TikTok.


Because it’s a metropolis that isn’t as overwhelming as other big cities. Instead, fans of K-dramas, K-pop groups like BTS or followers of Korean influence can learn about the city’s walkable boulevards, cherry blossom-lined avenues, ancient temples and love of trendy food and cozy chic clothing. Remember Dalgona Coffee? That’s Korean!

During a very difficult time of the past two years when most people, especially the younger generation, were stuck at home with no chance to travel, South Korea popped up in many of their social media feeds, Netflix recommendations and Spotify playlists, providing them with a new A way out to a destination they barely knew before.

This also led to more Americans starting to learn Korean.

Language learning app Memrise has seen a 22% increase in Americans and a 94% increase in Brits signing up to learn the language, and to celebrate, they’re offering everyone a month of free Korean lessons when they sign up before November 1st.

So what does this mean for Trip Advisor?

The Travel Agency Academy released a course to become a Korean travel expert, teaching consultants about culture and popular destinations such as Seoul, Jeju Island, and Busan. Perks include the title of becoming a South Korea travel expert, as well as invitations to vacations, free promotional materials, and more.

If you’re a travel consultant who works with many millennials or young adults, consider signing up for the Specialist program. It will get you ready for people who have just discovered their next bucket list destination in South Korea.

For the latest insights into travel around the world, check out this interactive guide:

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