South Korea is witnessing a major rise in medical tourism as international visitors increasingly travel to the country for advanced skincare and cosmetic procedures instead of traditional sightseeing alone.

Among them is Mexican consultant Maria Zu, based in Dubai, who first visited Seoul eight years ago to enjoy the city’s cafes and parks. During her latest visit in April, however, much of her time was spent inside skincare clinics receiving treatments such as laser therapy and facial procedures.

According to Zu, many international visitors trust South Korea for cosmetic and skincare services because of the country’s reputation for safety, expertise, and innovation in beauty treatments.

Tourists are no longer only interested in traditional cosmetic surgeries such as nose reshaping or double-eyelid operations. Modern visitors are now opting for non-invasive procedures including Botox injections, red light therapy, and ultrasound skin-lifting treatments designed to reduce wrinkles and tighten facial features.

Hong Seung-wook, director of global healthcare business at the Korea Health Industry Development Institute, said the growth in foreign patients is now exceeding the increase in general tourism arrivals. His department works under South Korea’s health ministry to attract international patients to the country.

Official figures released by the health ministry in April showed that more than two million foreign visitors travelled to South Korea last year for medical treatment, nearly double the 1.17 million recorded in 2024.

Hong noted that international travellers are now spending more money on medical services than on regular tourism activities. Health authorities are especially focusing on promoting anti-ageing treatments to middle-aged tourists to maintain this upward trend.

Zu, a former flight attendant who has travelled to South Korea at least six times, explained that she often schedules multiple non-surgical procedures during a single visit. This growing trend has also gained popularity on social media platforms through hashtags like “#koreaglowup”.

Experts say affordability and advanced technology are major reasons behind South Korea’s success in beauty tourism. Many international visitors believe treatments in South Korea cost significantly less than similar services in Western countries while offering more advanced techniques and technologies.

Cindy Gu, a 30-year-old social media video editor from the United States, said she was impressed by the variety of beauty procedures available in South Korea that are still uncommon in America. She shared her experience while waiting for a facial lifting treatment at a clinic in Seoul’s upscale Gangnam district.

Industry experts believe intense competition among clinics is helping keep prices affordable. Se-rin Lee, director of the aesthetic dermatology department at Lienjang Clinic, explained that the large number of beauty clinics across the country has created a highly competitive market that benefits customers through lower prices.

Lee revealed that the clinic receives around 100 foreign patients daily, with each visitor spending an average of 1.5 million won, approximately $1,000.

According to the Association of Korean Dermatologists, around 15,000 clinics in South Korea currently provide skincare treatments, many of them operated by general practitioners rather than specialist dermatologists.

Zu praised South Korea’s overall excellence in several industries beyond skincare and said she is currently working on a project aimed at connecting international travellers with Korean experiences. She added that living in South Korea has now become one of her personal dreams.

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