With both the inbound and outbound travel market growing in Korea, the tourism growth potential of the country may be stronger than any other markets in the Asia-Pacific, according to a recent travel report.

The report, unveiled at travel conference Collaborate 2013 in Seoul on Wednesday, stated that Korea has experienced major growth in tourism in the last 30 years. International departures have grown by more than 12 percent since 1980, with annual departures equivalent to 25 percent of the population.

Collaborate 2013 was organized by travel information system provider Amadeus and its Korean partner TOPAS. TOPAS and Amadeus work in partnership for a next-generation travel agency reservation system.

The report said Korea has developed its reputation as a “cool” destination thanks to the popularity of Korean culture, including music, food and fashion. The cultural appeal has attracted a record number of foreign arrivals, reaching the government’s target of 10 million visitors in 2012.

“Korea is one of the most exciting travel markets in the Asia-Pacific and one of the most rapidly evolving travel markets in the world. With Korea’s increasing popularity as a destination for younger travelers, and startling numbers of Koreans venturing abroad for business and leisure, both inbound and outbound travel are seeing enormous growth,” said Angel Gallego, president of Amadeus Asia-Pacific, commenting on the report.

Gallego pointed out the need for Korea to upgrade existing infrastructure in order to facilitate the use of technology in travel services.

“The travel industry as a whole will need to continue investing in infrastructure in order to handle the growing number of travelers both inbound and outbound,” the report stated.

By Lee Woo-young (wylee@heraldcorp.com)