BACKGROUND:

2024 年韓國出境旅遊已恢復至疫情前水準，全年達 2,900 萬人次；同期韓國旅客來台近 100 萬人次，較 2023 年成長 34%，展現市場高度成長潛力。為延續成長動能，交通部觀光署於 2025 年以鞏固並超越疫情前韓國旅客來台人次為目標，期望進一步提升台灣於韓國市場的旅遊吸引力與首選地位。

In 2024, South Korea's outbound travel recovered to 29 million trips, returning to pre-pandemic levels. During the same period, Taiwan welcomed nearly one million Korean visitors, representing a 34% year-over-year increase and highlighting the market's strong growth potential.

Building on this momentum, the Taiwan Tourism Administration set a 2025 goal to consolidate and surpass pre-pandemic Korean visitor arrivals, further strengthening Taiwan's position as a preferred destination for Korean travelers.

SOLUTION: 

聚焦韓國 MZ 世代，將台灣定位為近距離、多次造訪的理想旅遊目的地。結合台灣的人情、美食與療癒魅力，以及韓國熱門的「Run Travel」旅遊趨勢，打造兼具運動體驗與深度旅行的整合行銷企劃，進而提升韓國旅客對台灣的關注與旅遊意願

Focusing on South Korea's MZ generation, we positioned Taiwan as an ideal nearby destination for repeat visits. By combining Taiwan's warm hospitality, culinary experiences, and restorative appeal with South Korea's growing Run Travel trend, we developed an integrated marketing campaign that blended active experiences with in-depth travel, enhancing Korean travelers' interest in Taiwan and strengthening their intention to visit.

RESULTS/KEY FIGURES:

-2025 韓國來台旅遊人數達1,016,520人次

-正式跨越2019後久久不易攻克之百萬人次里程碑。

- Korean visitor arrivals to Taiwan reached 1,016,520 in 2025.

- Successfully exceeded the one-million visitor milestone for the first time since 2019.