A delegation from South Korea has arrived at the International Tourism Fair, FITUR 2026, taking place in Madrid from January 21 to 25. The event aims to strengthen partnerships and expand tourism business opportunities between Korea and Spain, building on the positive trends observed in recent years.
In 2024, South Korea saw a significant influx of tourists traveling to Spain, with a remarkable total of 391,785 South Korean visitors. These travelers contributed approximately €1.214 billion to the Spanish economy, averaging €3,098 per traveler and €405 daily, placing Korea among the highest-spending nationalities in international tourism. Conversely, it is estimated that over 55,000 Spaniards traveled to South Korea by 2025, indicating a reciprocal interest in cultural exchange.
The motivations for Korean tourists visiting Spain are diverse, often revolving around relaxation, gastronomy, and the country’s natural landscapes. According to a survey conducted by Turispagna, Spain emerged as the top overseas destination for Korean travelers in 2025, achieving an unprecedented satisfaction score exceeding 800 points among participants.
Strengthening Air Connectivity and Cultural Ties
Air connectivity has been pivotal in enhancing these tourism ties. The routes operated by Korean Air, Asiana Airlines, and T’way between Seoul and Madrid, as well as Seoul and Barcelona, have made travel more accessible. Recently, the introduction of a direct flight connecting Seoul and Málaga has further expanded travel options. This improved connectivity is instrumental in positioning Korea as a key player in the tourism market of Andalusia.
Korea’s cultural appeal is also reflected in its growing presence on the Camino de Santiago, where it has established itself as a significant international market. The cultural and leisurely pursuits of Korean travelers underscore their deepening affinity for Spain.
At FITUR 2026, the Korea Tourism Organisation (KTO) will officially represent Korea, showcasing a diverse array of exhibitors, including eTourism Korea DMC, Golden Tour Korea DMC, Holiday Planners, Sally Tour, Curious Korea, Korea DMC FNF, and L-Tour Co., Ltd. This varied representation demonstrates Korea’s commitment to increasing its international visibility and exploring new avenues for tourism cooperation.
The FITUR fair, hosted at the IFEMA Madrid exhibition centre, serves as a major platform for the tourism industry, featuring participation from 156 countries and attracting more than 250,000 attendees, including professionals and visitors. This year’s event is poised to further enhance the collaborative efforts between Korea and Spain, fostering a vibrant exchange of culture and tourism that benefits both nations.
