The Korea Tourism Organization’s “2023 Tourist Complaint Analysis” showed a 213 percent spike in reported inconveniences in 2023 compared to the previous year, totaling 902 cases filed via the agency’s website, emails and call center. (Image courtesy of Yonhap)
SEOUL, May 6 (Korea Bizwire) –Overcharging, disputes over taxes and difficulties with returns or exchanges were among the leading grievances from foreign visitors to South Korea last year, according to a report released on May 5 about tourist complaints.
The Korea Tourism Organization’s “2023 Tourist Complaint Analysis” showed a 213 percent spike in reported inconveniences in 2023 compared to the previous year, totaling 902 cases filed via the agency’s website, emails and call center.
With the country’s tourism industry rebounding as COVID-19 transitioned to an endemic phase, complaints soared accordingly after plunging during 2020-2022 due to the pandemic’s impact, the report explained. While South Korean nationals accounted for 94 of the grievances, a vast majority — 808 cases or 89.6 percent — came from international tourists.
Shopping-related issues topped the list at 215 complaints or 23.8 percent of the total. They included pricing disputes (27.9 percent), troubles with tax refunds (24.7 percent) and demands for returns or exchanges (13 percent).
“I bought a bottle of sesame seeds priced at 4,000 won, but was charged 5,900 won,” recounted a tourist from Hong Kong. “When I asked, they said prices had gone up. I ended up canceling the payment, but their operating procedure needs improvement.”
Taxis were the second-most complained about category at 170 cases or 18.8 percent, with 66.5 percent relating to overcharging or refusing to use the meter. Rude drivers accounted for 14.1 percent of taxi grievances, while reckless or circuitous routes made up 7.1 percent.
Lodging complaints, which totaled 142 cases at 15.7 percent, mostly cited poor facility conditions or cleanliness issues (31.7 percent). Poor service (25.4 percent), canceled reservations or penalty fees (19.7 percent), and misrepresented booking terms or false advertising (5.6 percent) were also frequent hotel grievances.
Notably, South Korean nationals filed 44.7 percent of accommodation complaints — the top category for domestic grievances.
Shopping-related issues topped the list at 215 complaints or 23.8 percent of the total. They included pricing disputes (27.9 percent), troubles with tax refunds (24.7 percent) and demands for returns or exchanges (13 percent). (Image credit: Kobiz Media/Korea Bizwire)
“At a hanbok (traditional dress) rental shop, when I tried on a few sizes because they didn’t fit, an employee called me fat in Korean, which was hurtful,” said a tourist from Britain.
Shopping and taxi frustrations were predominantly reported by foreigners, while lodging drew a higher proportion of local complaints.
Geographically, over half of the grievances (54.8 percent) occurred in Seoul, followed by Busan (13.4 percent), Incheon (12.1 percent) and Jeju Island (4.9 percent).
To address tourist dissatisfaction, the Ministry of Culture, Sports and Tourism and the KTO are working with local governments to enhance monitoring at major Seoul tourist sites and festivals to curb overcharging. The ministry also plans to mobilize a 100-person “Tourism Service Win-Win Support Team” to conduct sweeping inspections of the industry’s hospitality readiness from June through October.
“As foreign tourist arrivals recover, the burden is spreading beyond the greater Seoul and Incheon regions to other parts of the country,” said a travel industry official, who stressed “active efforts from both the private and public sectors are needed to eliminate unreasonable pricing and ensure quality services.”
Ashley Song (ashley@koreabizwire.com)
