The Gwanghwamun area in Seoul is buzzing with massive crowds and foreign tourists ahead of BTS's comeback concert. The so-called "BTS effect"—where a single performance simultaneously boosts tourism, accommodation, and consumer spending—is now in full swing.
According to the Seoul Metropolitan Government on the 21st, approximately 26,000 to 28,000 people had gathered around Deoksugung Palace by 4 p.m., ahead of the "BTS Comeback Live: ARIRANG" concert scheduled for that evening at Gwanghwamun Square. Crowds grew rapidly even before the performance began, sharply increasing congestion in the downtown area.
Foreign tourist demand has also surged explosively. According to an analysis by accommodation platform Allmytour, bookings by foreign visitors for the third week of March—when the concert was scheduled—jumped 103% compared to the previous week. The figure more than doubled in just one week. Compared to the same period last year, bookings rose 63.3%, marking steep growth.
Overall March bookings also increased 33.5% year-over-year. Analysts say this demonstrates a clear pattern of K-content translating into actual inbound travel demand.
Demand concentration near the concert venue was particularly notable. Some 41.8% of all bookings for the third week of March were concentrated in areas adjacent to Gwanghwamun, including Myeongdong, City Hall, Jongno, and Dongdaemun. By accommodation type, 3- to 4-star hotels with good accessibility and service were most preferred.
By nationality, visitors from Greater China accounted for the largest share at 41%, followed by the Americas and Europe at 29.2%, and Southeast Asia at 26.2%. The data confirms tourists are arriving from around the world, not just Asia.
Global interest was also evident in search data. In the 48 hours following the concert schedule announcement, overseas portal searches for travel to Seoul surged 155% compared to the previous week. Fandom interest is rapidly converting into actual travel demand.
The economic impact of BTS concerts is already well established. According to the Korea Culture and Tourism Institute, the economic ripple effect of a single domestic BTS concert reaches approximately 1.2 trillion won. A single performance creates large-scale consumption and tourism demand simultaneously.
Industry observers say this concert rivals the economic impact of American pop star Taylor Swift's performances, known as "Taylornomics." BTS's upcoming world tour is also expected to generate economic effects of similar scale.
The government has not hidden its expectations. Deputy Prime Minister and Finance Minister Ku Yun-cheol said, "Economic value worth several trillion won is anticipated," adding, "The intangible ripple effects will be far greater."
The travel industry is moving to capture K-content-driven demand. Allmytour has partnered with Japan's Hankyu Travel to launch packages combining Myeongdong and Dongdaemun accommodations with drama studio tours. The company is also expanding themed promotions through Chinese platforms Fliggy and Meituan.