Visitors wearing hanbok or traditional Korean attire tour Gyeongbok Palace, a palace of the Joseon Kingdom (1392-1910), in central Seoul, Sept. 17, 2023. Korea Times photo by Choi Won-suk

Seoul boasts a rich cultural heritage, and its residents tend to visit cultural sites at least once a year, but the capital city needs innovative strategies to attract more younger visitors, according to a recent survey by the city-run research institute.

The Seoul Institute said Tuesday that it conducted a survey from Jan. 31 to Feb. 8, involving 523 Seoul citizens and 48.9 percent of respondents said they visit cultural heritage sites at least once a year.

Established in 1992 under the Seoul Metropolitan Government, the institute has been researching how to efficiently solve Seoul's complex and diverse urban problems and contribute to the city's development.

In the survey, 28.5 percent of respondents said they visit cultural heritage sites at least once a month, while 6.7 percent visit at least once a week.

Among the cultural heritage sites visited in the past year, Gyeongbok Palace, the official palace of the Joseon Kingdom (1392-1910), was the most popular, with 56.6 percent saying they had visited in the past year.

The royal palace was followed by Sungnyemun Gate, one of the eight gates along the Seoul City Wall and National Treasure No. 1 (38.6 percent), the National Museum of Korea (32.1 percent) and Heunginjimun Gate (25.2 percent).

Overseas visitors, wearing hanbok or traditional Korean attire, pose for a photo at Gyeongbok Palace in central Seoul, Sept. 17, 2023. Korea Times photo by Choi Won-suk

Researchers noted that while visitors do visit these cultural heritage sites, the survey showed a lack of elements that encourage frequent visits.

When asked why they don't visit cultural heritage sites more often, 47.6 percent said the content is always the same and not new, while 34.6 percent said most sites are exhibition-based and not entertaining.

"Interest in Seoul's unique cultural heritage is increasing among Seoul's citizens due to the success of various projects to preserve and utilize them and the expansion of the cultural content platform market after the pandemic, which has raised global interest in Korean culture," Min Hyeon-seok, a researcher of the institute, said in the report.

"However, unlike the changed status of cultural heritage, most programs using cultural heritage are still conducted mainly for viewing. Although various experiential programs are being tried out around some of Seoul's most iconic cultural heritage sites, such as the palace and the Seoul City Wall, they tend to be rather formulaic, in contrast to the needs of people who are becoming more segmented."

To address the concerns raised in the survey, the report recommended developing tailored programs and combining heritage with modern, creative content such as performances, digital art and immersive experiences. By making these spaces more appealing, the institute added, the city could enhance its cultural heritage's relevance and value, both for its citizens and as a major draw for global tourists.