Beyond Seoul: Indonesian Tourists Seek Authentic Korea in New Destinations

South Korea's allure for Indonesian travelers is expanding beyond the bustling capital of Seoul, with a significant shift towards exploring the nation's secondary cities and coastal regions. This trend, documented in Airbnb's "Korea Calling" report, reveals that cultural immersion is the primary driver for 97% of Indonesian visitors.

While the global fascination with K-Culture initially focused on pop music and cosmetics, Indonesian tourists are now seeking more profound experiences. They are venturing off the beaten path to discover local culinary scenes, ancient heritage sites, and the tranquil beauty of smaller towns and villages. This desire for authenticity is leading them to seek out accommodations in these less-traveled areas, with 98% of Indonesian respondents indicating a willingness to book stays in satellite cities and rural locations if affordable options are available.

Busan emerges as a top choice, attracting 81% of interested travelers with its dramatic contrast of steep cliffs, traditional fish markets, and scenic coastlines. Jeju Island follows, appealing to 58% of tourists for its natural landscapes and volcanic terrain, offering a peaceful escape. Other emerging destinations include Incheon and Gyeonggi provinces, drawing 47% of visitors with their colonial history and ancient cultural sites. Daegu, a valley city surrounded by mountains, captures the interest of 39% of travelers seeking a more down-to-earth experience.

The report highlights that these secondary destinations are gaining popularity due to their strong visual and cultural identities, offering a more genuine glimpse into Korean life than the typical tourist hotspots.