The Growing Presence of Korean Tourists in France: A Deep Dive

Korean version : https://www.pariskoreanclub.com/post/프랑스-방문하는-한국인-관광객

Over the last few years, Korean tourists have become increasingly present in France. Not only are they attracted by the “romantic” city of Paris, Koreans are mainly attracted by French patrimony and arts. Indeed, as anywhere in the world, in Korea, France is mainly known for its arts, foods, and monuments. Therefore, it is not surprising that among Koreans visiting France, more than 95% of them visit museums. 

France's efforts to draw Korean tourists to France:

To attract more tourists, France held many cultural events and opened cultural institutes all around the world to spread the French soft power all around the world. In Korea, France opened French Culture institutes to promote through language classes, film festivals, and art exhibitions the French culture. Moreover, events in Korea like the Beaujolais Nouveau celebrations have been conducted for a long time now and never fail to interest Koreans. In addition, the mutual interest in cinema in France and Korea is evident and noticed through the popularity of film festivals. Events such as the Cannes Film Festival and the Busan International Film Festival never fail to attract cinephiles from both countries, fostering cultural exchange and boosting tourism interest.

As Koreans are interested in France, a growing number of Korean students major in French, driven by their fascination with French culture and the opportunities it offers. South Korean universities have deep ties with French universities, giving the possibility to Korean students to go study in France and vice versa. These students often participate in exchange programs, which not only deepen their cultural understanding but also lead to repeat visits, encourage friends and family to visit, and promote tourism through word-of-mouth.

However, Koreans' interest in France and its culture stems from more than just a natural curiosity. The French government is willing to raise France's profile in South Korea for example by partnering with Korean Media to showcase French destinations through travel documentaries. Those documentaries not only give people the desire to travel to Paris but also to visit the countryside.

Korean tourists’ desire to visit Paris : 

It may seem trivial, but Koreans are enjoyers of the film Ratatouille. The romantic image of Paris, and its restaurants comes mainly from such representations. Thus, it is a must to try some ratatouille while visiting Paris. Moreover, in korean pop culture, an artist named Stella Jang (스텔라 장) really has an important impact on Koreans’ perception of France. Indeed, she is a Korean singer with songs about love, romanticism, Paris and singing in French. Many Koreans were conquered by her voice, and her French pronunciation, making them even more willingful to come to France. 

In addition, Koreans are using a platform, named Naver Blog, where people can upload texts, pictures, and many of them use it to share their thoughts on France, on a restaurant they found good, on a place where pictures can be taken prettily… Also, the positive influence of some articles and of some Instagram posts truly enhanced the attraction Koreans have for France, and some ‘hot places'. Finally, the luxe industry, from clothes to bags and also cosmetics are a point of interest that Koreans have manifested when coming to France. 

Moreover, through Atout France campaigns, the French tourism board’s campaigns in South Korea highlight the diverse attractions of France, from iconic Parisian landmarks to the picturesque countryside. These campaigns often emphasize France’s historical and romantic appeal, making France a treasured destination for proposals and honeymoons.  

Visits itineraries and places of interest :

When visiting Paris, Koreans focus on visiting museums,  their deep appreciation for French art and history is evident. The Louvre, Musée d’Orsay, and Centre Pompidou are among the top visited sites. Yet, they also happen to visit architectural landmarks such as the Eiffel Tower, Notre Dame Cathedral, and the Palace of Versailles, all of them drawing significant interest due to their historical and architectural significance. Cultural arts such as French operas, ballets, and theater performances add a rich cultural experience to their travel itineraries. Yet, Koreans are also drawn to more simple city exploring by foot, cruises on the Seine, picnics in gardens, and French terrasses experiences. 

However, Paris is not the only city Korean tourists enjoy visiting. A popular destination in France among them is Nice. A city that is surely popular among tourists, but South Koreans’ appeal to this city exceeds the ones of other tourists. Nice, along with other Riviera towns like Cannes and the Principality of Monaco, is particularly popular among Korean tourists for its luxurious resorts, beautiful beaches, and glamorous atmosphere. Through documentaries and regional ambassadors, the region's rich cultural heritage, with museums like the Matisse Museum and the Marc Chagall National Museum, offers a blend of relaxation and cultural enrichment. A different atmosphere from the usual Parisian one, allowing visitors to feel a bit more on holiday than they would in cities like Paris.

Written by Elma Duval, associate member