Tourist complaints in South Korea jumped sharply last year, highlighting concerns about pricing, service, and transparency. The Korea Tourism Organization (KTO) reported 1,543 complaints in 2024, marking a 71 percent increase from 2023. Meanwhile, the number of international visitors grew to 16.37 million, up 48 percent from the previous year.
In one case, a Japanese tourist visited a cosmetics store in Seoul and found no prices listed. Staff pressured her into buying a face mask set. Later, she discovered the same product elsewhere for one-third the price. When she tried to return it, employees convinced her to buy another item—also overpriced.
In another incident, a Singaporean traveler left a phone in a taxi. The driver demanded 500,000 won ($350) for its return. Korean law only allows such charges if the item is worth over 2.5 million won. Authorities later advised reporting the act as an attempted embezzlement.
These stories reflect growing tourist complaints in South Korea. The most common issue was shopping-related, making up 26 percent of reports. Visitors frequently encountered price manipulation, missing tags, and aggressive sales tactics. Cosmetic shops, popular among tourists, were especially problematic for non-Korean speakers.
Taxi services ranked second in complaints, accounting for 20 percent of cases. Tourists reported long detours, high fares, and unprofessional behavior. One American tourist paid 100,000 won after a driver dropped them at the wrong hotel. A Chinese visitor in Jeju paid 35,000 won for a short ride after being forced to pay round-trip fare.
Accommodation complaints also rose 82 percent, with 258 cases filed. Tourists mentioned cleanliness issues, unclear policies, and unhelpful staff. Restaurant-related problems followed, with 98 complaints. Visitors often noted hygiene concerns, poor service, and no price transparency.
Independent travelers now dominate the market, especially from China. In 2019, only 30 percent of Chinese tourists traveled alone. By 2023, over 90 percent did. Group travel dropped to just 7 percent, making these visitors more vulnerable to scams.
Tourist complaints in South Korea often ended with refunds or negotiation. Still, many visitors submitted formal complaints, feeling initial responses lacked professionalism. The KTO plans to launch campaigns to promote fair pricing and better customer service, aiming to improve the travel experience.
Tourist complaints in South Korea continue to rise, prompting calls for urgent reforms in hospitality and transport sectors.
