N. Korea halts foreign tourism abruptly amid concerns over influencers

Experts say Pyongyang has not abandoned economic development ambitions

By Kim Hyun-bin

North Korea unexpectedly halted its newly resumed foreign tourism program early this month, just weeks after reopening its borders to international visitors in February. Analysts suggest that the decision may be linked to the rapid spread of unfiltered content by travel influencers, which has provided unprecedented glimpses into the secretive state.

The country had reintroduced foreign group tours in the Rason Special Economic Zone, marking the first time since early 2020 that international tourists were allowed in following the COVID-19 lockdown. However, travel agencies specializing in North Korea report that the program was suspended entirely earlier this month.

Oh Gyeong-seob, a researcher at the Korea Institute for National Unification, says that Pyongyang’s abrupt move is likely a response to foreign tourists sharing images and videos of the country that cast the regime in a negative light.

“After reopening for tourism, foreign visitors took videos and photos in North Korea, and many of those were publicly shared, revealing aspects of North Korean society and its regime,” Oh said. “These materials led to international criticism, prompting North Korean authorities to temporarily suspend tourism until they can establish measures to control information leaks.”

Some analysts believe North Korea underestimated the influence of social media, which has gained significant traction in recent years. Unlike five years ago, when accounts of trips to North Korea were primarily limited to niche blogs or select media outlets, today’s influencers reach millions via platforms such as YouTube.

Recent videos by prominent travel influencers appear to support this theory. Polish YouTuber “ojwojtek,” with approximately 858,000 subscribers, shared footage from a four-day visit to Rason in late February. Another YouTuber, “Tamil Trekker,” who boasts more than 1.6 million subscribers, uploaded a video on March 12 documenting his experiences in the region.

Both influencers described Rason as eerily quiet despite its designation as an economic zone, noting a lack of people and vehicles. They also criticized the guided tours, which included stops at a deer-feeding site and a bottled water factory. Some visitors commented on the poor foreign language skills of local guides and observed that residents seemed uneasy around foreign tourists.

North Korea has long relied on tourism as a crucial means of obtaining foreign currency, particularly due to international sanctions limiting its trade activities. The country’s tourism industry has included destinations such as Mount Paektu, Wonsan and Rason Special Economic Zone.

“North Korea lacks an industrial base to generate revenue, and with sanctions restricting exports, it sees tourism as a key way to earn foreign revenue,” Oh said. “Once the regime establishes stricter surveillance and control measures over foreign visitors, tourism is likely to resume.”

While there is no official timeline for when North Korea will fully reopen to tourists, Oh suggested that it may coincide with the peak tourism season in May.

Despite the suspension, analysts suggest that North Korea is not abandoning its tourism ambitions.

State media has recently ramped up promotions for the Kalma Coastal Tourism Zone on the east coast in Wonsan, Kangwon Province, which is slated to open in June. The government-run tourism website highlights hotels, beaches and leisure facilities in the area, while registrations remain open for the Pyongyang International Marathon scheduled for April 6.

Renewed diplomatic efforts with US possible

Analysts view this as a strategic move, particularly with Donald Trump entering a second term as U.S. president. Although the regime recently emphasized its nuclear capabilities, Pyongyang seems to be pivoting toward economic revitalization, potentially signaling a readiness to reengage in diplomatic talks.

North Korean leader Kim Jong-un inspected Kalma Coastal Tourist Zone on Dec. 29, 2024, and announced plans to open the resort in June, according to state media. The visit came shortly after the conclusion of the Workers’ Party’s end-of-year plenary session, in which the country’s annual policies are set. The timing of the announcement suggests that Pyongyang is prioritizing tourism in its 2025 economic agenda.

Adding an intriguing layer to the development, Kim's visit occurred shortly after Donald Trump secured his election victory. Trump has occasionally praised North Korea’s coastline, suggesting that Kim Jong-un could develop it for tourism, particularly following their Singapore Summit in June 2018. Trump said that North Korea boasted "great beaches" and that the country could build "the best hotels in the world" along its shores.

Observers say Kim’s decision to tour the Kalma Coastal Tourist Zone may be tied to expectations of foreign investment, particularly from the U.S., or could be a strategic maneuver to lay the groundwork for future negotiations. North Korea has long pursued economic benefits through nuclear diplomacy, and some experts believe that reopening its borders to foreign tourists could be a calculated effort to rebuild economic ties in the aftermath of the pandemic.

“From North Korea's perspective, if negotiations between North Korea and the U.S. are held and yield some success, the country could look to attract tourists to areas such as the East Sea or coastal regions like the Kalma District. This could involve forming consortiums to develop these areas," said Yang Moo-jin, president of the University of North Korean Studies in Seoul. "In this context, North Korea appears to be moving based on the expectation that such discussions will resume in the future."

While exact figures are hard to determine, analysts believe North Korea's tourism industry reached its peak just before the pandemic. Unlike his predecessors, Kim, who studied in Europe, has actively pursued tourism as a key revenue source. Under his leadership, the country introduced new attractions and unique tour packages, including train and airplane tours, designed to appeal to foreign visitors. These efforts suggest that North Korea has gained valuable experience in tourism marketing, which it could leverage as it gradually reopens to international tourists.

“North Korea has effectively resumed tourism, and the main source of incoming tourists is China,” said Park Won-gon, a professor of North Korean studies at Ewha Womans University.

“To accommodate Chinese tourists, North Korea has opened areas like Rason, but this situation needs to be closely monitored. The relationship between China and North Korea has not yet fully recovered, and there are still potential points of conflict.”

The reopening of North Korea’s tourism sector comes after an earlier attempt to attract Russian visitors, which yielded disappointing results. "North Korea had already restarted its tourism business with Russia, but the expected number of tourists did not materialize, as Russia showed little interest," Park explained.

North Korea’s renewed focus on tourism comes amid ongoing military provocations. Experts suggest that Pyongyang may be attempting to strike a delicate balance between economic development and its strategic weapons program. While a flourishing tourism sector could bring much-needed foreign currency, an increase in missile tests and military tensions might deter potential visitors.

The resumption of tourism could also provide leverage for North Korea in future nuclear negotiations. If Trump, known for his transactional approach to diplomacy, seeks to restart talks with Pyongyang, North Korea’s growing tourism sector could become a valuable bargaining chip, according to experts. The U.S. might signal an openness to encouraging investments in North Korea or even explore options to ease certain economic sanctions in exchange for progress on diplomatic fronts, some experts suggest.

"It’s all interconnected. For example, from North Korea’s perspective, if negotiations with the United States take place and yield results, Pyongyang could pursue tourism projects in coastal areas such as the Kalma District through consortiums," Yang said. "In other words, discussions on such initiatives may have already occurred at the leadership level between North Korea and the U.S.
From that standpoint, North Korea appears to be acting on the expectation that such talks will resume."

North Korea remains under strict U.N. sanctions, which prohibit new foreign investments in the country. However, if tourism growth fosters economic exchanges with other nations, experts say there could be increasing pressure to ease some of these restrictions, particularly if it contributes to stability or diplomatic progress.

From North Korea’s perspective, expanding tourism aligns with the North Korean leader’s broader economic goals. Large-scale construction projects, including the development of new tourist sites, have been central to Kim’s policy agenda. If tourism becomes a more significant sector of the economy, Pyongyang may be open to negotiating a limited “small deal” with Washington, offering military concessions in exchange for economic incentives.

Such a deal, experts suggest, could involve North Korea agreeing to freeze or scale down certain aspects of its weapons program, such as halting intercontinental ballistic missile tests or dismantling parts of its nuclear infrastructure. In exchange, Pyongyang could seek reduced sanctions or other economic benefits, potentially including increased foreign investments or access to international markets.