South Korea Launches Bold Quality Tour Programme In Seoul To Enhance Cultural Heritage And Attract Thriving Global Tourism With Focus On Local Cuisine And K-Pop Magic

South Korea launches the Seoul Quality Tour Programme to enhance cultural tourism, attract solo travelers, and showcase the city’s rich heritage and K-content.

In response to shifting global travel trends and the increasing number of solo travelers visiting Seoul, the Seoul Metropolitan Government has launched the Seoul Quality Tour Programme. This initiative aims to showcase high-quality tourism experiences that highlight the city’s rich cultural heritage, including local cuisine and popular K-content like K-pop and K-dramas, to attract more international visitors.

The preferences of travelers in their 20s and 30s have evolved, with a growing interest not only in culinary tourism but also in shopping districts, historic sites, and traditional palaces. As a result, the city has intensified its efforts to offer diverse and engaging travel experiences to meet these demands.

Seoul’s growing appeal was reinforced earlier this year when Tripadvisor named it the top destination for solo travelers in 2023. To cater to this trend, the Seoul Tourism Organisation and the city government recently selected 10 day-tour products as part of the 2025 Seoul Outstanding Tourism Product Contest. These tours focus on a variety of themes, such as history, food, K-pop, K-dramas, and unique cultural experiences, specifically designed for short-term visitors seeking a deeper exploration of the city.

The selected tours align with the latest travel trends, which reflect the rise in solo travelers using online travel agencies and social media to independently book their trips. The proportion of solo travelers to Korea increased from 77% in 2019 to 84% in 2023, with group travel declining significantly during the same period.

In response, Seoul is placing special emphasis on developing innovative tourism products tailored for digital platforms and online travel agencies. The goal is to create specialized, engaging travel experiences that cater to solo travelers, further enhancing Seoul’s status as a dynamic, vibrant destination.

One example of this initiative is Goodmate Travel’s “Flavour of Seoul” program, which connects locals and visitors through the flavors of Korean cuisine. This immersive experience allows travelers to cook and share meals with Seoul residents, fostering cultural exchange and creating meaningful interactions.

Hanatour ITC, another selected operator, has seen increased demand for its Lotte World school uniform package tour, particularly among tourists in their 20s. The company responded to requests for more options near Lotte World in the southern part of Seoul, expanding its offerings to include storytelling-based guided tours of the area.

As part of its ambitious tourism goals, Seoul aims to attract 30 million international visitors annually, increase average spending to 3 million won (US$2,000) per visitor, extend the average stay to seven days, and achieve a 70% return-visit rate.

However, despite these ambitious goals, many international visitors still encounter difficulties when attempting to pay for public transport in Seoul. At Seoul Station, foreign-issued credit or debit cards are not accepted at many kiosks, and tourists must purchase a rechargeable T-money card or a Climate Card for unlimited transit access. Seoul Metro acknowledged the inconvenience but noted that upgrading the payment system to accommodate international cards would be a costly and complex process due to the intricacies of Korea’s integrated fare system.

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