SNS Strange Information Threatens Korean Tourism

“Fake News” Frenzy Grips Korea’s Tourist Hotspots, Threatening Recovery

SEOUL, South Korea – South Korea’s vital tourism sector is grappling with a surge of damaging misinformation, as false narratives spread like wildfire across social media and online forums, tarnishing the reputations of popular destinations and threatening a fragile recovery. From accusations of illicit activities in Yangyang to unfounded radiation scares in Incheon and sensationalized claims of foreign takeovers on Jeju Island, a wave of “fake news” is wreaking havoc on the industry.

Yangyang,a coastal gem in Gangwon Province celebrated for its surfing culture and culinary scene,has become a target for baseless rumors labeling it a “sacred place for entertainment.” Despite resolute denials and threats of legal action from the Yangyang County office, these posts continue to proliferate, creating a distorted perception of the area.

Similarly, Incheon and Ganghwa County have been unfairly branded as “cities of radiation” due to a viral video alleging risky radiation levels along the Ganghwa coast. Local authorities, in conjunction with fisheries officials, have deemed these claims baseless, yet the smear campaign casts a long shadow.

Perhaps one of the most incendiary rumors involves Jeju Island, with circulating images of Chinese flags allegedly flown on Ushijima sparking fears that “Jeju Island has been bought by China.” Jeju Province has categorically refuted these claims, stating that foreign land ownership, primarily by Chinese nationals, accounts for a mere 0.5% of the total land area. Nevertheless, the persistent rumors have deterred potential visitors, with a jeju travel agency reporting a noticeable decline in Japanese tourist numbers following the sensationalized reports.

The economic repercussions of this misinformation are severe. The elderly tourism segment, in particular, has seen important cancellations, with some group tours experiencing the withdrawal of up to 50 participants. The difficulty in eradicating negative perceptions once they take hold is a stark reality, as exemplified by Yeosu in Jeollanam Province. Once a magnet for over 15 million visitors annually, Yeosu’s reputation for “rip-off fees” and “unfriendliness” led to a decline to just over 10 million tourists in 2023.

these unfounded narratives are exacerbating an already challenging period for domestic tourism in Korea. With a growing appetite for international travel and the corrosive effect of negative regional perceptions, both group tours and self-reliant travel (FIT) are on a downward trajectory. Data from the Korea Tourism Corporation reveals a 4.0% decrease in domestic tourism consumption for the first half of 2025 compared to the previous year,reaching 19.110.4 trillion won.Jeju Island alone saw a 6.2% year-on-year drop in domestic tourist numbers, with 11.87 million visitors.The coordinated efforts by local governments and the Korea Tourism Corporation to combat this deluge of misinformation are underway, but the battle to restore trust and repair the damaged image of these beloved destinations will undoubtedly be a long and costly one.

How can social media algorithms contribute to the rapid spread of inaccurate data about travel safety in Korea?

The Rise of Misinformation & Its Impact on Travel to Korea

South Korea has experienced a surge in popularity as a travel destination in recent years, fueled by K-Pop, Korean dramas (K-dramas), and a growing interest in Korean culture. However, this positive trend is facing a new challenge: the spread of false or misleading information on Social Networking Services (SNS) – platforms like tiktok, Instagram, X (formerly Twitter), and Facebook. This “strange information,” as it’s being termed by tourism officials, is actively deterring potential visitors and damaging Korea’s reputation. The impact on Korean tourism is becoming increasingly meaningful, requiring a multi-faceted response.

Types of Misinformation Circulating Online

The misinformation isn’t limited to a single narrative. It’s a diverse range of claims, often presented as firsthand accounts, that are proving arduous to debunk. Common themes include:

safety Concerns: Exaggerated reports of petty crime, particularly targeting tourists, are circulating. While Seoul is consistently ranked as one of the safest cities in the world, these claims create a perception of danger.

Cultural Misunderstandings: SNS posts are amplifying minor cultural differences into major issues, portraying Korea as unwelcoming or opposed to foreigners. This includes misinterpretations of social etiquette and dining customs.

Overcrowding & Tourist Traps: Viral videos showcasing crowded tourist spots, often taken during peak season, are presented as the norm, discouraging visitors seeking a more authentic experience. The focus is frequently enough on negative experiences at popular locations like Myeongdong or Gyeongbokgung Palace.

False Health Advisories: Unsubstantiated claims about air quality or food safety are appearing, raising health concerns among potential travelers.

Exaggerated Cost of Travel: Posts claiming Korea is prohibitively expensive are gaining traction, despite the availability of budget-friendly options for accommodation, food, and transportation.

The Role of Social Media Algorithms

Social media algorithms play a crucial role in amplifying these issues. Content that evokes strong emotional responses – fear, outrage, or frustration – tends to be prioritized, regardless of its accuracy. This creates echo chambers where misinformation spreads rapidly and reinforces existing biases. The speed at which travel misinformation can spread is a major concern.

Impact on Key Tourism Sectors

The negative impact is being felt across various sectors of the Korean tourism industry:

Hotel Bookings: Reports indicate a slowdown in hotel bookings, particularly from key markets like the US, Europe, and southeast Asia.

Tour Operators: Tour operators are experiencing cancellations and a decline in new bookings, forcing some to adjust their itineraries or offer discounts.

Local Businesses: Small businesses that rely on tourist revenue, such as restaurants and souvenir shops, are struggling to stay afloat.

Air Travel: While not drastically affected yet, airlines are monitoring the situation closely, anticipating potential declines in passenger numbers. Korea travel packages are seeing reduced demand.

Government & Industry Response

The Korean Tourism Organization (KTO) and the Ministry of culture, Sports and Tourism are actively working to counter the misinformation. Strategies include:

1. Fact-Checking Initiatives: The KTO is collaborating with fact-checking organizations to debunk false claims and provide accurate information on its official website and social media channels.
2. Influencer Marketing: Partnering with travel influencers to showcase the positive aspects of Korea and address common misconceptions. Focus is on authentic experiences and responsible travel.
3. Enhanced Online Monitoring: Utilizing social listening tools to identify and respond to negative narratives in real-time.
4. Multilingual Support: providing multilingual customer support to address concerns and provide assistance to tourists.
5. Collaboration with SNS Platforms: Working with social media companies to flag and remove false or misleading content.

Case Study: The “Seoul Safety Scare” of Early 2024

In early 2024,a series of TikTok videos falsely claimed that Seoul was experiencing a surge in violent crime targeting tourists. these videos, which were widely shared and amplified by the algorithm, led to a temporary decline in bookings from several key markets. The KTO responded swiftly by releasing a statement debunking the claims and highlighting seoul’s consistently low crime rates. They also partnered with travel bloggers to create content showcasing the city’s safety and welcoming atmosphere. This proactive response helped to mitigate the damage, but the incident served as a wake-up call regarding the power of social media misinformation.

Benefits of Proactive Reputation Management

Investing in proactive reputation management is crucial for sustaining Korea’s tourism growth. Benefits include:

Protecting Brand Image: Maintaining a positive image of Korea as a safe, welcoming, and culturally rich destination.

Boosting Tourist Confidence: Reassuring potential visitors and encouraging them to book their trips.

Supporting Local Businesses: Protecting the livelihoods of businesses that rely on tourism revenue.

Enhancing Long-Term Sustainability: Ensuring the long-term sustainability of the Korean tourism industry.

Practical Tips for Travelers Considering a trip to Korea

Verify information: Always