Officials from overseas travel agencies pose in front of the Seoul Hiking Tourism Center in Jongno District, Seoul, during their visit to Seoul from April 29 to May 2. Courtesy of Seoul Metropolitan Government

The Seoul Metropolitan Government is taking proactive steps to entice more international tourists, inviting officials from overseas travel agencies to craft tailored tourism products targeting the younger generations.

According to the city government and the Seoul Tourism Organization, Monday, six officials representing overseas travel agencies from five countries — China, Malaysia, Singapore, Thailand and the Philippines — visited Seoul from April 29 to May 2 for a preliminary exploration tour of the city.

The trip was part of a strategic initiative by the city government aimed at fostering B2B partnerships with major international travel agencies. This aims to showcase the city's unique attractions while providing active backing for the creation and implementation of travel agencies' tourism products within Seoul.

Since 2016, the city has signed business agreements with 45 travel agencies from 22 countries, including key markets in the tourism sector like China, Japan and Southeast Asia, as well as emerging regions such as Europe, the United States and the Middle East.

This strategic maneuver has laid the groundwork for a robust collaboration framework aimed at bolstering Seoul's global tourism appeal and ensuring its competitiveness in the international tourism market.

Following the recent inaugural Seoul Fam Tour, the city plans to host two additional pre-exploration tours in June for travel agencies from Europe, the U.S. and Middle Eastern nations, and in September for those from Taiwan, Hong Kong and Japan.

A bustling crowd of fans wait in line for a BTS pop-up store in eastern Seoul's Seongsu-dong, April 26. Yonhap

The first preliminary tour of the year focused on key locales such as Seongsu-dong in Seongdong District as well as Yongsan, both experiencing a surge in popularity among the influential 20s and 30s demographic, driving the city's tourism trends.

During their tour, the participants also visited the Seoul Hiking Tourism Center near Mount Bugak and attended Seoul Festa 2024, which is one of the city's representative spring festivals. These experiences showcased Seoul's diverse and engaging tourism offerings, ranging from urban hiking experiences to immersive cultural festivities.

The Seoul Hiking Tourism Center, located on Samcheong-dong Street in Jongno District, caters to both local and international tourists by offering comprehensive hiking tour information in multiple languages, such as Korean, English, Chinese and Japanese. Rental services for hiking gear are also provided, ensuring a seamless and enjoyable hiking experience without the need for prior arrangements.

Seoul Festa stands out as the city's premier spring festival, spanning iconic tourism locations such as Seoul Plaza, Gwanghwamun Plaza, Myeong-dong and Jamsil Hangang Park. This year's festival commenced on May 1 and ran until Monday. Open to both local residents and international visitors, the festival offers a vibrant immersion into Korean culture across diverse realms such as beauty, fashion, K-pop, gastronomy and art.

Participants wave pink balloons during the opening ceremony of Seoul Festa 2024 at Seoul Plaza in central Seoul, May 1. Yonhap

After the tour, travel agency representatives exchanged insights on emerging tourism trends and suggested enhancements for the city's tourism infrastructure. Each travel agency reportedly intends to unveil distinctive tourism offerings in Seoul, drawing inspiration from their experiences on the preliminary tour.

Seongsu-dong emerged as a standout tourist destination according to multiple travel agencies. Despite the intermittent operation of pop-up stores, the area's vibrant street atmosphere with a diverse range of pop-up establishments was highlighted for its appeal to a wide spectrum of tastes and age groups.

Additionally, officials from travel agencies proposed enhancements for tourism in Seoul. One suggestion was the installation of information signs at tourist spots with numerous alleys to improve visitor convenience. They also recommended increasing the number of trash cans to promote cleanliness and a pleasant tourism experience within the city.

"We are committed to ongoing collaboration with leading international travel agencies to develop distinctive tourism offerings in Seoul that resonate with global audiences," said Kim Young-hwan, the director general of the Tourism and Sports Bureau at the city government.