Seoul to launch 10 new day tours highlighting its culture, food, K-pop and K-dramas
By Jung Da-hyun
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In response to changing global travel trends and a growing number of individual travellers visiting the South Korean capital, the Seoul Metropolitan Government has intensified its efforts to promote high-quality tourism experiences through a new initiative called the Seoul Quality Tour Programme.
The programme aims to develop and showcase tourism products that highlight Seoul's rich cultural heritage – including its local cuisine and popular K-content like K-pop and K-dramas – to attract international visitors.
According to the Ministry of Culture, Sports and Tourism, the demand for immersive cultural experiences, including K-pop concerts and visits to K-drama filming locations, has been steadily growing. In 2023, the proportion of tourists coming to Korea for cultural experiences rose to 16 per cent, up from 12.7 per cent in 2019.
K-pop girl group Hearts2Hearts perform in Seoul on February 24, 2025. Many travellers visit Seoul to watch K-pop concerts. Photo: AP
Moreover, the travel preferences of visitors in their 20s and 30s have diversified. While culinary tourism remains a major attraction, visitors also enjoy exploring shopping districts, traditional palaces and historic sites.
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Seoul was also named the world's No 1 destination for solo travellers in January by Tripadvisor, the world's largest travel platform, further boosting its appeal as an attractive spot for international tourists.
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