When North Korea reopened its borders last month after nearly four years of lockdown, it hoped to attract foreign tourists again. But just three weeks later, tourism abruptly came to a halt—and the surprising reason might be influencers posting candid glimpses online.
In late February, North Korea allowed foreign tour groups back into the country for the first time since the COVID-19 pandemic began in 2020. The initial focus was on the Rason Special Economic Zone. However, according to recent updates from travel agencies specializing in North Korean tourism, authorities abruptly canceled tours without much explanation just three weeks later.
Insiders suggest the regime underestimated the power of social media influencers—specifically travel vloggers—whose numbers surged during the pandemic. These influencers quickly broadcast their unfiltered experiences online, instantly reaching thousands, even millions—a factor Pyongyang likely didn’t fully consider.
Five years ago, travel reviews rarely carried such immediate global impact. Most travelers shared experiences quietly on niche forums or small blogs. Today, however, influential travelers and YouTube vloggers wield enormous reach, potentially exposing realities that North Korea would prefer to keep hidden.
Recent reviews from prominent YouTubers offer stark glimpses into life in North Korea. Polish influencer ‘ojwojtek,’ who has around 730,000 subscribers, recently uploaded videos showcasing the bleak, nearly deserted streets of Rason City, where cars and pedestrians are noticeably rare.
Another common criticism from visitors involved the inadequate nature of planned activities, such as feeding deer or touring factories. They noted that guides were often ill-prepared and spoke limited English, and residents appeared cautious, even suspicious, around foreign visitors.
Observers suggest these candid, critical portrayals—broadcast to global audiences—may have caught Pyongyang authorities off guard. The rise of travel influencers during the pandemic means North Korea now faces unprecedented scrutiny, with images and experiences shared more rapidly than authorities might prefer.
Popular YouTubers, including Poland’s ‘ojwojtek’ and ‘Blogger’ channels with over 1.6 million followers, such as Tamil Trekker’s vlogs, underlined this phenomenon by uploading detailed North Korean travel experiences, highlighting shortcomings and capturing global attention.
Despite these setbacks, North Korea’s tourism ambitions remain evident. Recently, state media began actively promoting the upcoming opening of the Kalma Coastal Tourist Area in June, enthusiastically describing the coastal attraction as a “masterpiece” with numerous hotels, beaches, and entertainment venues.
Experts speculate North Korea is taking lessons from the abrupt Rason experiment to refine its tourism approach. Researchers and analysts, including those quoted from the University of Kyongnam in South Korea, suggest Pyongyang may be using the April Pyongyang International Marathon—or perhaps the anticipated June opening of the Kalma Coast Resort—to mark a more carefully planned, sustainable relaunch.