One destination remains truly undiscovered by most American luxury travelers, despite its global status as a cultural and culinary heavyweight — South Korea. South Korea is experiencing a renaissance in luxury tourism, evolving into a top-tier destination for discerning travelers. Driven by the global K‑Wave, from blockbuster K‑pop, K‑drama and K‑beauty, to viral cuisine, tourists are increasingly arriving with luxury experiences in mind
In 2024, South Korea welcomed more than 16 million foreign visitors, a nearly 50% increase from the previous year and nearly matching 2019 levels. While China, Japan, and Taiwan remain the major feeder markets, there has been significant growth from North America and Europe as well.
 
The principal reason for the trend is the outsize impact that Korean culture has had in the West: Squid Game remains Netflix’s most-watched series ever. Parasite was the first foreign-language film to win an Oscar for Best Picture. Blackpink and BTS are among the biggest selling pop acts in the world. Women around the world are obsessed with Korean beauty routines. K-food has become incredibly popular as well: In 2023, kimchi exports reached a record 42.6 million kilograms. Even in New York, there are more Korean restaurants with Michelin stars than French restaurants. This cultural “Korean wave,” or hallyu, is credited with driving huge interest in visiting the country, especially among travelers under 30.

Still, even as tourism to Japan experiences a record-breaking surge, South Korea still lags among Western luxury travelers compared to it and other Asian destinations like Thailand and Indonesia. “Hallyu is incredibly fashionable now, but we are definitely ahead of the wave in terms of inbound tourism,” says Guy Rubin of Imperial Tours. Imperial, already well regarded as a high-end DMC for China, entered the Korean market last year after noticing that the country lacked a firm that could organize selective experiences with local experts.
 
There are a few perceived challenges, most of them similar to those facing other global destinations: language barriers, unfamiliar cuisine, high costs, a lack of famous landmarks. Experts believe high-end tourism to Korea is poised for tremendous growth, with several key milestones due in the near future: the Virtuoso Symposium in Seoul next April, Virgin Atlantic’s new daily flight from Heathrow starting in summer 2026, and a Rosewood opening in The Parkside Seoul development in 2027. “Koreans are incredibly proud of the advances the country has made since the 1950s, when it had the same income levels as Ethiopia,” says Guy. “Everyone is very invested in building the country’s brand.”

Sights & Experiences

Luxury travelers exploring South Korea can expect a harmonious blend of tradition, innovation, and exclusivity across its vibrant cities and serene countryside. In Seoul, the dynamic capital, guests can enjoy VIP access to royal palaces like Gyeongbokgung, exclusive shopping appointments in Apgujeong’s designer ateliers, or private guided tours through Bukchon Hanok Village, home to centuries-old homes now converted into elegant guesthouses, tea rooms, and galleries. For those seeking indulgence, Michelin-starred dining awaits in Gangnam and Itaewon, where modern Korean cuisine is reimagined with international flair. 

Beyond the capital, luxury experiences continue in regions like Jeju Island, where travelers can enjoy private yacht charters, volcanic vineyard tastings, and curated hikes through UNESCO-protected natural wonders. In Gyeongju, the ancient capital of the Silla dynasty, private archaeological tours and hanbok photo sessions offer immersive connections to Korea’s past.

Meanwhile, wellness seekers may retreat to mountain resorts in Gangwon Province, where spa rituals, forest bathing, and traditional healing practices create an atmosphere of serene rejuvenation. Whether it’s an insider K-pop studio visit, a one-on-one calligraphy lesson, or a helicopter transfer to a remote temple, South Korea delivers a luxury travel experience that is intimate, intentional, and truly one of a kind.

Food

South Korean cuisine is a dynamic fusion of bold flavors, seasonal ingredients, and centuries-old culinary traditions reimagined for the modern palate. From elegant multi-course hanjeongsik meals showcasing fermented delicacies, grilled meats, and vibrant banchan, to Michelin-starred restaurants in Seoul offering avant-garde interpretations of royal court cuisine, Korea’s food scene is both rooted and refined. Luxury travelers can enjoy private market tours with top chefs, exclusive tastings of aged makgeolli and sool, and intimate dining experiences in hidden hanoks or rooftop fine-dining venues. Whether savoring delicate jeon (savory pancakes), fresh sashimi-style hwe, or artfully plated bibimbap, South Korea’s culinary landscape is a highlight of any upscale journey.

Hotels

South Korea’s luxury hotel offerings are as diverse and dynamic as the country itself, blending contemporary elegance with cultural depth and world-class service. In Seoul, travelers will find an impressive array of five-star accommodations, including global brands like the Four Seasons, Park Hyatt, and Signiel Seoul, the latter occupying the upper floors of Lotte World Tower with sweeping views and Michelin-star dining. For a more intimate experience, boutique properties such as Josun Palace and RYSE, Autograph Collection cater to design-focused travelers with curated art, personalized service, and a strong sense of place.

Outside the capital, destinations like Jeju Island and Busan offer sophisticated coastal retreats, such as the Parnas Hotel Jeju and Ananti Hilton Busan, where luxury meets natural beauty. For travelers seeking cultural immersion, traditional hanok-style hotels, like Rakkojae in Seoul or Chiwunjeong Pavilion Stay in Gyeongju, provide a serene, historic atmosphere without sacrificing comfort. Across the country, these properties prioritize wellness, gastronomy, and exclusivity, making South Korea an increasingly compelling destination for luxury-minded travelers.

Shopping

South Korea offers a world-class shopping experience that effortlessly blends luxury, innovation, and cultural authenticity, making it a true paradise for discerning travelers. In Seoul, high-end districts like Apgujeong and Cheongdam-dong rival the likes of Paris or Tokyo, featuring flagship boutiques from global designers such as Chanel, Hermès, and Louis Vuitton, alongside cutting-edge Korean labels like Wooyoungmi and Andersson Bell. Department stores like Shinsegae Centum City in Busan, the largest in the world, or The Hyundai Seoul offer curated luxury floors with personal shoppers, private lounges, and concierge-style service for VIP clients.

Beyond international fashion, South Korea is also the global capital of K-beauty, with premium skincare and cosmetics available at dedicated concept stores like Sulwhasoo Flagship Spa or Amore Seongsu, where guests can enjoy private consultations and custom-blended products. For travelers seeking something more artisanal, local markets such as Insadong and Bukchon offer access to handmade ceramics, fine hanji paper, and contemporary Korean art—perfect for unique, culturally meaningful purchases. Whether you're after high fashion, wellness, or curated craftsmanship, South Korea’s shopping scene delivers a seamless mix of exclusivity and innovation.

A Luxury Pairing With Your Japan Experience

Enhance your journey through Asia by pairing your Japan vacation with an unforgettable visit to South Korea, which is just a short flight or scenic ferry ride away. While Japan offers timeless traditions and meticulous refinement, South Korea complements it with dynamic modern culture, cutting-edge wellness, and a vibrant culinary scene. Together, these neighboring countries create a richly layered itinerary that blends ancient heritage with contemporary luxury, perfect for travelers seeking depth, contrast, and a truly immersive experience.

With boutique hotels, private cultural programming, and fewer crowds, South Korea is carving out its niche as the upscale alternative to over-touristed Japan, emerging as a refined, immersive choice for luxury travelers. As Japan’s luxury tourism scene becomes increasingly saturated—with rising crowds in Kyoto, long booking lead times, and price inflation, discerning travelers are beginning to look eastward to South Korea as a refined and culturally rich alternative.

While both nations boast deep traditions, cutting-edge cities, and exceptional cuisine, South Korea offers a fresh, less-trodden luxury experience, with the added benefit of fewer crowds, greater availability, and more exclusive access.

The South Korea Experience

Understated Luxury Meets Deep Heritage

South Korea delivers luxury through authentic, intimate encounters: think private tea ceremonies in historic hanoks, personalized temple stays in the mountains, and access to Seoul’s hidden art galleries or bespoke fashion ateliers in Garosu-gil. Unlike Japan’s more formal hospitality traditions, Korea’s approach blends luxury with warm, modern hospitality that feels both approachable and deeply curated.

Boutique Over Brand

Where Japan leans heavily on global hotel chains and iconic ryokans, South Korea’s luxury scene is defined by a rising wave of boutique properties, like Rakkojae, Josun Palace, or Banyan Tree Seoul, that cater to privacy, design, and personalized service. Even traditional hanok stays are being reimagined with spa treatments, chef-led dining, and one-on-one cultural workshops.

Culinary Edge with Modern Flair

While Japan is famous for its kaiseki tradition, South Korea is redefining fine dining with avant-garde interpretations of royal Korean cuisine. Michelin-starred restaurants in Seoul, like Mingles, Joo Ok, and Eatanic Garden, are gaining global attention for innovative tasting menus that reinterpret time-honored ingredients with seasonal artistry.

A Focus on Wellbeing and Nature

South Korea’s wellness experiences, from high-tech spas to forest bathing in Jeju or private hiking guides in Bukhansan, are becoming luxury cornerstones. Add to this the country’s leadership in skincare and beauty innovation, and you get a holistic luxury offering that fuses tradition, nature, and cutting-edge science.

Less Crowded, Equally Compelling

Perhaps most importantly, South Korea still feels like a discovery. Whether you're wandering the peaceful palaces of Gyeongbokgung, enjoying private access to K-pop studios, or exploring the rugged coastlines of Busan by yacht, the country offers luxury travelers the same cultural depth as Japan without the overtourism and long waitlists.

South Korea’s luxury tourism boom is built on a powerful cultural wave, robust hotel performance, rich culinary and wellness landscapes, and a mindful approach to travel. For travelers seeking sophistication with authenticity, South Korea offers a compelling and increasingly luxurious escape.

Planning Your South Korean Experience

Ready to discover South Korea in style, perhaps paired with a Japan experience? Let our Privileged Journeys advisors curate a bespoke luxury journey tailored just for you, with the support of our Virtuoso member network. From VIP transfers to personalized cultural experiences, we handle every detail so you can experience the very best of South Korea with ease and elegance. Reach out today, and let’s begin designing your unforgettable getaway. Submit a Trip Request below to get started.

Credit to Peter J. Bates, President & Founder of Strategic Vision