Seoul Travelers Shift from Shopping to Authentic Local Experiences, Data Shows

Seoul Travelers Shift from Shopping to Authentic Local Experiences, Data Shows

Foreign visitors to Seoul are increasingly venturing beyond traditional tourist hotspots to explore K-content filming locations, traditional markets, and mountain hiking trails, according to a new analysis released by the Seoul AI Foundation on July 22. The study examined international visitor traffic and Google Maps reviews of 16 major attractions in the South Korean capital throughout last year, covering diverse locations from the N Seoul Tower and Bukchon Hanok Village — both featured in the Netflix animated hit 'KPop Demon Hunters' — to traditional markets like Namdaemun and Gwangjang, shopping destinations in Myeong-dong and around Coex, and hiking areas across four major mountains.

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Myeong-dong dominated visitor numbers with an average daily count of 100,910 international tourists, followed by N Seoul Tower (57,370) and the Samseong Station-Coex area (46,813). Dongdaemun Design Plaza recorded the strongest visitor growth at 12.1%, while the Hongdae area and Naksan Park each saw a 10.5% increase. Gwangjang Market's international traffic rose 10.4%. The data revealed distinct regional patterns: Southeast Asian travelers from Vietnam, the Philippines, and Singapore showed increased interest in historical landmarks like Gyeongbokgung Palace, while visitors from China and Japan continued to favor shopping hubs.

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Seoul's mountains are emerging as an unexpected highlight. Bukhansan led with a daily average of 4,015 foreign visitors, while Achasan posted an 11.8% rise and Gwanaksan grew 10% — signaling a clear shift in tourist preferences from traditional shopping and sightseeing toward immersive daily-life experiences and outdoor activities.

When it comes to satisfaction, Gyeongbokgung Palace earned the highest Google Maps rating at 4.7 out of five stars, while Seoul Forest received positive reviews from 79.9% of visitors, cementing its status as a favorite urban nature retreat.

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