Markets
South Korea

Market Characterization for Portugal

In 2025, South Korea ranked as the 19th largest source market for Portugal in terms of overnight stays (share: 0.8%) and the 15th largest in terms of guests (share: 1.4%). In 2025, the South Korean market recorded approximately 280,500 guests (year-over-year change: +25.2%), who generated 476,600 overnight stays (year-over-year change: +34.9%). It stands out as the 24th-largest market in terms of tourism receipts, with €140.1 million (share: 0.5%), up 44.0% compared to 2024.

In terms of overnight stays, Lisboa was the main destination for South Korean tourists visiting Portugal (39.8%), followed by the Norte (34.5%) and the Oeste region (12.6%). By type of accommodation, hotel stays predominated (72.3%), followed by alojamento local (17.3%).

Portugal ranks 30th in total outbound air traffic for the market; during this period, the airlines that transported South Korean tourists to Portugal were: Korean Air (share: 54.6%), Emirates Airline (6.8%), Etihad Airways (3.9%), Turkish Airlines (3.5%), KLM Royal Dutch Airlines (2.2%), Lufthansa (2.0%), TAP (1.6%), and Air France (1.2%). The majority of flights originated in Seoul (97.2%).

It is worth noting that South Korean tourists stay an average of 6.3 nights in Portugal (Amadeus).

According to SIBS data, the Norte region accounts for 46.0% of the €26.8 million in card purchases originating from South Korea in 2025. Lisboa ranks second (share: 44.5%), followed at a considerable distance by the Oeste region, which ranks third (share: 3.3%).

2025 Position | Year-over-Year Change
Guests 0.3M 15º | 24.9%
Overnight stays 0.5M 19º | 34.7%
Tourism receipts 140.0M€ 24º | 44.0%

Market Profile

Change 25/24
51.7 M Population
-0.1 %
61847.5 USD GDP per Capita
4.2 %
2 % Inflation Rate
-0.5 pp
35.6 % Savings Rate
0.0 pp

South Korea is an Asian country with a population of 51.7 million in 2024 and was the 14th-largest economy in the world.

According to Globaldata, in 2024, South Korea was the 14th largest source market for tourists globally, generating 30.2 million trips and accounting for 1.9% of total global tourism demand. The largest source region for South Korean tourists to Portugal was Seoul, with a share of 98.1%.

In turn, 98.1% of trips abroad taken by South Korean tourists were by air, and 1.9% by sea.

Outlook

The IMF’s projections indicate that the South Korean economy grew by 2.0% in 2024, despite the current unfavorable international environment: the conflict in Ukraine and the war in the Middle East (Israel), as well as rising costs for energy, raw materials, and intermediate goods. For 2025 and 2026, lower growth is expected, at around 0.9% and 1.8%, respectively.

According to GlobalData, between 2025 and 2028, international departures by South Korean tourists are expected to grow at a CAGR of 4.2%, reaching a total of 35.7 million departures in 2028. Spending by South Korean tourists abroad is expected to increase at a CAGR of 7.8% over the same period.

On September 11, 2024, Korean Air launched a new direct flight route between Seoul Incheon and Lisbon, operating three times a week, contributing to the excellent performance of this market.

Forwardkeys data on bookings indicates that passenger forecasts from the South Korean market to Portugal for the period from November 2025 to April 2026 are expected to show a significant increase (+44.2%) compared to the same period the previous year.

TOP 10 destinations: Japan (share: 19.4%), Vietnam (15.4%), USA (8.3%), Philippines (6.6%), Thailand (6.6%), China (4.9%), Taiwan (4.2%), Hong Kong (2.6%), Guam (2.5%), and Malaysia (2.2%). Portugal ranks 20th globally and 4th in Europe (share: 0.8%).