Thailand travelers want to experience Korea beyond K-pop and Seoul, new Airbnb survey reveals

Bangkok, Thailand, 9 June 2026 – A new Airbnb report¹ reveals that as K-pop continues to inspire Thai travelers’ interest in South Korea, many are increasingly looking to explore the country more deeply through food, local culture, neighbourhood experiences and travel beyond Seoul.

According to a survey commissioned by Airbnb as part of the report, Korea Calling: How K-Culture Is Driving a New Generation of Travelers into Korea, 96% of Thai respondents said that while K-pop first sparked their interest in Korea, they want to experience much more during their trip — including food, culture, history¹. At the same time, 94% said experiencing authentic local culture when visiting South Korea is important, while 99% said they are interested in exploring regions outside Seoul on a future trip¹.

Amanpreet Bajaj, Airbnb’s Country Head for Southeast Asia and India, said, “One of the most interesting shifts we’re seeing is that Korean culture is no longer only influencing what people watch or listen to, it’s increasingly influencing how people choose to travel. For many Thai travellers, Korea is becoming a place they want to experience more personally, whether that’s through food, local neighbourhoods, smaller cities or everyday culture. On Airbnb, we’re seeing growing interest in travel experiences that feel more local and connected to the communities people are visiting, including areas beyond Seoul.”

K-pop may spark the trip but Thai travelers want a deeper cultural experience in Korea

The survey shows that K-culture — from food and film to music and beauty — strongly influences how Thai travellers think about visiting Korea, with 83% of Thai respondents saying Korean culture strongly influences their decision to travel there¹. Their itinerary during their visit is also shaped by Korean culture, with  87% saying that Korean culture influences the activities they want to try on a future trip¹.

For Thai travellers, Korea’s strongest cultural connection starts with food

Korean food and cuisine emerged as the strongest driver of interest in visiting South Korea, cited by 67% of respondents¹. Food experiences — including street food and local markets — is also the top activity Thai travellers prioritise during their trip and 65% said that food experiences helped them feel most connected to Korean culture¹.

Interest in travelling beyond Seoul is strong among Thai travellers yet accommodation access remains key

While many Thai travellers continue to spend most of their time in Seoul, interest in exploring beyond the capital is growing. The survey found that 71% of visitors stayed in Seoul for all or most of their trip but would have liked to explore other parts of Korea¹. 1 in 2 visitors also said they would have travelled further or stayed longer if more accommodation options — such as homestays — were available outside Seoul.

Korean content is also influencing interest in destinations beyond the capital, with 83% of respondents saying content like dramas, variety shows, and music videos strongly influences their interest in visiting other regions of Korea¹. Among the most popular destinations outside Seoul are Busan and nearby areas, followed by Incheon and Gyeonggi, and Jeju¹.

Thai travellers are turning to local stays to experience everyday life in Korea

The report also highlights strong interest in more local and neighbourhood-based travel experiences. Among Thai respondents who chose homestays, Airbnb or similar accommodation, 69% said those stays helped them feel more local, while 45% of potential travellers preferred staying in residential neighbourhoods to experience everyday life in Korea¹.

Local recommendations also play an important role in shaping travel experiences. Among Thai respondents who received recommendations from their homestay or Airbnb host, 97% said they went on to visit those suggested places¹. Meanwhile, 71% believe homestays or Airbnb-style accommodation offer an equal or better understanding of local culture compared to hotels or hostels¹.

With 95% of Thai respondents saying they are likely to travel to South Korea in the next five years¹, the findings highlight continued interest among Thai travellers in exploring Korea through more local, cultural and experience-led travel.