U.S. targets 100 million annual tourists, but high costs still deter South Korean travelers

The United States wants to attract 100 million international visitors a year by 2030, but South Korean travelers still face a long list of obstacles, from visa interviews and entry procedures to exchange rates, airfares, local prices and tipping.

President Donald Trump discussed the decline in foreign visitors with executives from American Airlines, Marriott, MGM Resorts and Carnival at the White House on Sept. 2, according to Reuters and other foreign media cited in the report. The U.S. Travel Association set the 100 million visitor target during those discussions.

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The World Cup was an opportunity to showcase all of Los Angeles’ attractions to visitors from around the world. We will continue promoting the city through sports as well as culture, food and entertainment.

The United States received about 68 million foreign tourists last year, a 5.5% decline from the previous year. International arrivals through July this year were down 4.7% from the same period a year earlier. Brand USA is distributing a “Get Facts. Get Going.” toolkit explaining visas, the Electronic System for Travel Authorization, entry procedures and fees. It is also working with U.S. Customs and Border Protection to promote Global Entry and Mobile Passport Control.

South Korean travelers have received additional help with Global Entry. During this year’s U.S. tourism sales mission in South Korea, conditionally approved applicants could complete their enrollment interviews in Seoul rather than traveling to the United States.

Air access is also expanding. In 2026, nonstop services between South Korea and the United States are expected to exceed 250 flights a week, linking the countries to 16 U.S. destinations and offering more than 4.3 million seats annually. Air Premia began flights from Incheon to Washington Dulles in April, while United Airlines is starting daily nonstop service from Incheon to Newark.

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We will position it as an intense, energetic and challenging city that changes people and makes them want to return.

Cities are also trying to create reasons to visit. Los Angeles is promoting sports, including eight World Cup matches this year, the 2027 Super Bowl LXI and the 2028 Olympics and Paralympics. New cultural venues have opened, including the LACMA David Geffen Galleries, Dataland and the Lucas Museum of Narrative Art. New York is preparing a campaign parodying drug advertisements, presenting sore feet from walking as one of the city’s playful “side effects.”

The cost of travel remains a major concern for South Koreans. U.S. Commerce Department data show that 1,647,142 South Koreans visited the United States in 2025, about 72% of the 2019 figure. Average spending per visitor reached $5,220 in 2024, or about 7 million won. A travel industry official said the United States must improve entry procedures, expand air supply and offer more competitive travel packages if it wants to meet its visitor target.

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The United States is a high-cost, long-haul market, so price sensitivity is very high. To meet its target for attracting foreign visitors, the U.S. government must improve entry procedures while expanding air supply and securing genuinely competitive travel packages.