Tourists pose for a photo during a visit to Gyeongbok Palace in central Seoul, March 10. Yonhap

In response to changing global travel trends and a growing number of individual travelers visiting the nation's capital, the Seoul Metropolitan Government has intensified its efforts to promote high-quality tourism experiences through a new initiative called the Seoul Quality Tour Program.

The program 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 drama filming locations, has been steadily growing. In 2023, the proportion of tourists coming to Korea for cultural experiences rose to 16 percent, up from 12.7 percent 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 No. 1 destination for solo travelers by the world's largest travel platform, Tripadvisor, in January, further boosting its appeal as an attractive spot for international tourists.

Representatives from 10 selected tour operators, along with officials from the Seoul Metropolitan Government and Seoul Tourism Organization, pose during the launch ceremony of the Seoul Outstanding Tourism Product Alliance at Seoul Tourism Plaza in Jongno District, central Seoul, March 12. Courtesy of Seoul Metropolitan Government

In response to this shift, the city government and the Seoul Tourism Organization announced the selection of 10 day-tour products as part of the 2025 Seoul Outstanding Tourism Product Contest on March 12.

The selected operators are Goodmate Travel, MindfulTrip, SUNNY SEOUL KOREA, SUNBURST TOUR, UNIQTOUR, US Travel Korea, kcctcompany, Tour & MICE, TRAVEL-LABEL and HanaTour ITC.

The winning tour programs cover a range of themes, including history, food, K-pop, K-dramas and unique cultural experiences, all designed to showcase Seoul's diverse appeal. These 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 travelers who are increasingly using online travel agencies and social media to independently book flights, accommodations and activities. This shift is part of the broader movement toward personalization and digitalization in travel.

Data from the Ministry of Culture, Sports and Tourism highlights this shift in travel trends, showing that the proportion of solo travelers increased from 77 percent in 2019 to 84 percent in 2023. During the same period, the share of tourists traveling in groups dropped significantly, falling from 15.1 percent to 9.4 percent.

In response to this trend, the city 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 specialized, engaging travel experiences for solo travelers, enhancing Seoul's appeal as a vibrant, dynamic destination.

This undated photo shows a tourist taking part in a cooking program with Korean participants during the Flavor of Seoul tour program. Courtesy of Seoul Metropolitan Government

One of the selected companies, Goodmate Travel, explained that its product aims to create meaningful experiences by connecting locals and visitors through the flavors of Korea.

"We no longer want [the] tour program 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 programs, Flavor of Seoul, centers around Korean cuisine but goes beyond simply showcasing the food. The tour offers foreign travelers 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 flavors of Korea serve as a bridge between locals and travelers," 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.

A photo of Kimchi and noodles prepared during the Flavor of Seoul program / Courtesy of Seoul Metropolitan Government

To ensure the continued growth and competitiveness of the selected products, the city government will offer a range of support. Each of the 10 selected companies will receive an official certificate valid for two years, along with up to 15 million won in marketing and sales support funds.

Through these efforts, the city government hopes to strengthen Seoul's tourism competitiveness on a global scale.

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 approximately 900,000, breaking the record of 880,000 set in 2019 and achieving 102 percent 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 name "3377" — aiming to attract 30 million international tourists annually, increase average spending to 3 million won ($2,041) per visitor, extend the average stay to seven days and achieve a 70 percent return-visit rate.

"In line with the growing trend of independent travel, we aim to actively discover and promote innovative tourism products that go beyond the conventional, positioning them as representative experiences of Seoul to attract travelers from around the world," said Goo Jong-won, general director of Tourism and Sports Bureau at the city government.