By Jung Da-hyun 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. 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. 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. In response to this shift, the city government and the Seoul Tourism Organisation announced the selection of 10 day-tour products as part of the 2025 Seoul Outstanding Tourism Product Contest earlier this month. The winning tour programmes cover a range of themes, including history, food, K-pop, K-dramas and unique cultural experiences, all designed to showcase Seoul’s diverse appeal. The tours are specifically tailored for short-term visitors seeking a deeper exploration of the city. The selected tour products reflect the latest travel trends, driven by a rise in solo travellers who are increasingly using online travel agencies and social media to independently book flights, accommodation and activities. This shift is part of the broader movement toward personalisation and digitalisation in travel. Data from the Ministry of Culture, Sports and Tourism highlights this shift in travel trends, showing that the proportion of solo travellers to Korea increased from 77 per cent in 2019 to 84 per cent in 2023. During the same period, the share of tourists travelling in groups dropped significantly, falling from 15.1 per cent to 9.4 per cent. In response to this trend, Seoul is placing a special focus on discovering and supporting innovative Seoul-based tourism products designed for online travel agencies and digital channels. The city government’s goal is to create specialised, engaging travel experiences for solo travellers, enhancing Seoul’s appeal as a vibrant, dynamic destination. One of the selected companies, Goodmate Travel, explained that its product aims to create meaningful experiences by connecting locals and visitors through the flavours of Korea. “We no longer want [the] tour programme in Seoul to be just about sightseeing,” said Choi Jae-hyo, head of Goodmate Travel. “We hope to contribute to the evolution of tourism into something more participatory and immersive – experienced alongside locals.” One of the company’s signature programmes, Flavour of Seoul, centres on Korean cuisine but goes beyond simply showcasing the food. The tour offers foreign travellers a unique opportunity to cook and share meals with Seoul residents, creating an intimate setting for conversation and cultural exchange. “We want to share these meaningful moments, where the flavours of Korea serve as a bridge between locals and travellers,” Choi said. Hanatour ITC, another selected operator, highlighted its goal of expanding awareness regarding Seoul’s iconic attractions to foreign visitors and enhancing their overall travel experience. The company has seen a surge in demand for its Lotte World school uniform package tour, especially among tourists in their 20s. The idea for the product came in response to frequent feedback that existing guided tours were heavily concentrated in the northern part of the capital, while there were few options near Lotte World in the southern area of Seoul. The tour company now plans to expand beyond basic ticket sales by offering storytelling-based guided tours of the area. According to the city government, the city’s tourism sector has been steadily recovering following the Covid-19 pandemic. In January 2025, the number of foreign visitors to Seoul reached around 900,000, breaking the record of 880,000 set in 2019 and achieving 102 per cent of the city’s pre-pandemic foreign visitor numbers. In response to this influx of tourists, the city has set ambitious tourism goals under the heading “3377” – aiming to attract 30 million international tourists annually, increase average spending to 3 million won (US$2,000) per visitor, extend the average stay to seven days and achieve a 70 per cent return-visit rate. Read the full story at the Korea Times Seoul’s transit systems do not accept international payment cards Despite the Seoul Metropolitan Government’s ambitious goal to attract 30 million international tourists annually, many foreign visitors still face difficulties when trying to pay for public transport in the city. At Seoul Station, the city’s largest transport hub – serving four subway lines, the high-speed KTX service and regular trains – many international visitors still face challenges paying for transport with foreign-issued credit or debit cards. Of 20 kiosks available for purchasing KTX tickets, only two accept foreign credit cards. One of those machines was out of service this week. The situation is even more limited for the subway, where foreign cards are not accepted as a means of payment. Tourists must either buy a rechargeable T-money card or the city’s unlimited transit pass, the Climate Card, from stations or convenience stores. Alternatively, they can use cash to buy single-journey subway tickets. A convenience store inside Seoul Station, however, had a sign stating that it does not carry Climate Cards. Seoul Metro acknowledged the inconvenience faced by international visitors. However, the company said that upgrading the system to accept international cards would entail significant costs. An “open-loop” payment system, which would allow riders to use international credit cards and digital wallets, depends on compatibility between global card networks and Korea’s transport payment infrastructure. However, such integration would require costly upgrades or the replacement of existing fare terminals, the subway operator said. “While the cost of upgrading the system is a major concern, there are also doubts about its effectiveness, as expected usage by foreign visitors may be limited,” a Seoul Metro official said. Even if the physical infrastructure were upgraded, a challenge would remain in developing a fare-settlement system compatible with Korea’s complex integrated transfer discount system, the official added. The Seoul Metro official said the issue is under internal discussion, but no concrete plans have been established yet. Korail, which operates the KTX, was not immediately available for comment on the issue. Read the full story at The Korea Times.