South Korea Joins Asian Peers in Riding the Screen Tourism Wave as K-Drama Locations Drive Global Travel Growth

South Korea is strengthening its position as one of Asia’s leading cultural tourism destinations by integrating K-drama production directly into its national tourism strategy. Rather than waiting for television series to become international hits before promoting filming locations, the Korea Tourism Organization (KTO) is working alongside Studio Dragon to design tourism opportunities from the earliest stages of drama production. The initiative is expected to encourage international visitors to explore destinations beyond Seoul while creating sustainable tourism growth across lesser-known provinces. As the global popularity of Korean entertainment continues to reshape travel patterns, the country is turning screen-inspired tourism into a structured long-term economic development model that benefits regional communities, local businesses and cultural attractions. The collaboration reflects South Korea’s broader ambition to join countries such as Japan, Thailand, China, Singapore, Vietnam, Malaysia and Indonesia, where film and television productions increasingly influence travel decisions. Through carefully planned filming routes, immersive attractions and destination storytelling, authorities hope to convert millions of global K-drama fans into visitors seeking authentic experiences across the country. The strategy also supports balanced tourism development by distributing visitor spending beyond metropolitan centers while strengthening South Korea’s reputation as one of the world’s fastest-growing entertainment-driven travel destinations.