According to the results of the '2026 Travel Pulse' survey released by Klook on the 16th, 48.5% of respondents stated that when choosing a travel destination, they prioritize weather and climate, 43.3% local food, and 40.8% alignment with personal preferences. Generational differences were also identified. While Gen Z considered alignment with tastes and interests more important (42.5%) than local food (39.5%), Millennials showed a tendency to prioritize local food (46.6%).
It was found that safety and the convenience of itinerary management are prioritized during the travel planning stage. 37.1% of respondents cited personal safety as their top priority, followed by 31.7% who considered the ease of itinerary planning and 31.2% who considered meaningful experiences. This demonstrates a tendency to prioritize convenience in the travel preparation process, such as booking accommodation, selecting transportation, and obtaining visas.
In addition, the most common travel pattern when traveling abroad was a mix of new and revisited regions (approximately 62%). By generation, Generation Z showed a higher proportion of revisited regions, while Millennials tended to prefer exploring new regions.
Based on these survey results, Klook is carrying out various activities to revitalize inbound tourism in Korea. To provide new experiences for new and returning travelers, it is discovering region-based tourism content and collaborating with the Korea Tourism Startup Association to plan and develop inbound travel products.
In addition, to improve the mobility of foreign travelers, we are operating a dedicated express bus reservation service for foreigners, and we plan to introduce a Korail reservation service this coming April.
Lee Jun-ho, CEO of Klook Korea, stated, “Global MZ generations prioritize experience and personal preferences when selecting travel destinations, while placing the utmost importance on safety and convenience during the planning stage.” He added, “In line with these travel trends, Klook plans to enhance the domestic travel experience for foreign tourists by developing new tourism content and expanding mobility services.”
Meanwhile, the domestic tourism industry is focusing on expanding digital-based services that enhance customized content and mobility convenience to meet the increasing demand from foreign travelers.
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