BTS concert sparks tourism surge, though local businesses see mixed results

Global ARMY (BTS’s fandom) who traveled to Korea for BTS’s recent concert are not only enjoying Seoul’s trendiest areas but also expanding their trips to regional destinations.

On the afternoon of March 21, following the concert, a large pub in Mugyo dong, Seoul was filled with ARMY enjoying post concert chicken and beer.

Mary (20), who traveled from Singapore, shared, “Starting tomorrow, I plan to visit cafés near HYBE headquarters and restaurants recommended by BTS. After that, I want to go to Sokcho, which appeared in the ‘Spring Day’ music video.”

Janet (35), who visited Hongdae from Mexico, said, “I came to Korea for an 8 day, 9 night trip just for the BTS concert, and Hongdae’s culture is very impressive.” She added, “I plan to shop for BTS goods, clothing, and cosmetics in Myeongdong before traveling to Busan.”

Local governments are also actively promoting BTS related locations. Gangneung City in Gangwon Province has been highlighting Jumunjin Beach, a filming site for BTS’s album jacket, while Pyeongchang, where ‘In the SOOP BTS’ was filmed, has also gained popularity among fans.

Meanwhile, international media praised the concert. U.S. outlet CNN commented, “The image of BTS performing against the backdrop of a royal palace symbolized their cultural return at a time when young Koreans are rediscovering and redefining their heritage.” The U.K.’s The Guardian also noted, “Amid questions about whether BTS could successfully make a comeback after four years, they provided a clear answer at Gwanghwamun Square.”

Authorities also highlighted the successful crowd control. Minister of Culture, Sports and Tourism Choi Hwi Young stated on March 22 that the concert concluded without a single safety incident, crediting both Korean citizens and international fans for their cooperation.

However, reactions from local businesses were mixed. With attendance lower than initially expected, some merchants reported missing out on the anticipated “BTS effect.” While authorities had projected up to 260,000 attendees, estimates later ranged from around 104,000 (HYBE) to 46,000 to 48,000 based on Seoul’s real time data.

The lower turnout has been attributed in part to strict crowd control measures implemented by authorities, influenced by heightened safety concerns following the Itaewon crowd disaster four years ago. Police had announced restrictions in advance, including non stop subway operations at nearby stations and controlled entry points equipped with metal detectors.

Some critics argued that the measures were excessive. According to AP News, while authorities prioritized safety following the 2022 Halloween tragedy, there were concerns that heavy restrictions may have diminished the symbolic significance of the Gwanghwamun concert.

Local business owners expressed frustration. One restaurant near Gwanghwamun said they had expected sales of 20 million KRW (approximately $15,000 USD) but earned only about 1 million KRW ($750 USD) in the morning due to restricted foot traffic. Another shop owner near the Sejong Center reported sales at only 70 to 80 percent of a typical Saturday.

There have also been concerns over the large scale deployment of resources. Approximately 10,000 personnel, including 6,700 police officers, were mobilized for crowd control. Critics have pointed out that this may have resulted in significant administrative costs, with estimates suggesting at least 440 million KRW (around $330,000 USD) in overtime expenses.

As discussions continue, the BTS concert has highlighted both the group’s global influence on tourism and the challenges of managing large scale public events in the city.

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