South Korea has introduced consumer protection measures specifically targeting accommodation providers who overcharge tourists. The rules, which took effect on 4 August 2026, allow the Korea Tourism Organisation and local authorities to suspend businesses found to be price-gouging for periods of up to five days. Repeat offenders face extended penalties.
What the Rules Cover
The new framework applies to a wide category of accommodation businesses, including hotels, guesthouses, Hanok stays (traditional Korean houses), and pension-style properties. Businesses found to be charging rates that materially exceed posted or advertised prices — particularly during peak travel periods — are subject to inspection and potential suspension.
The policy follows a wave of complaints from foreign tourists about inconsistent pricing, particularly in Seoul’s popular districts such as Insadong, Hongdae, and Myeongdong, where accommodation prices have risen sharply during summer 2026 and major events.
What It Means in Practice
Travellers now have a formal complaints channel if they believe they have been charged above the posted rate. Complaints can be filed through the Korea Tourism Organisation’s tourist complaint hotline (1330), available in multiple languages including English, Chinese, and Japanese.
The 1330 line operates 24 hours a day and can also assist with general travel queries, directions, and emergency contacts. It is one of the most useful practical resources for first-time visitors to Korea.
The suspension mechanism gives authorities a quicker enforcement tool than the court-based processes previously available. However, the burden still falls on the traveller to document the discrepancy — photographs of posted rates and receipts are the most useful evidence.
Planning Accommodation in South Korea
The new protections apply to the full range of accommodation types. For travel to Seoul specifically, our Seoul city guide covers the main districts and how to choose a base depending on your interests. The South Korea travel budget guide gives a breakdown of typical accommodation costs by city and property type, which can help flag when a quoted rate is out of line. Our first-time South Korea guide covers key practical information including transport cards, tipping conventions, and app recommendations.
The anti-price-gouging measures are part of a broader South Korean government push to improve the quality and consistency of the tourist experience ahead of ongoing growth in inbound visitor numbers.