Seoul is experiencing an unprecedented surge in international tourism, with record-breaking visitor numbers driven primarily by the global appeal of Korean pop culture. The South Korean capital welcomed 1.36 million foreign travelers in July alone, marking a remarkable 23.1 percent increase compared to the same period last year and setting a new monthly record for the city.
The visitor demographics reveal the broad international appeal of Seoul's attractions, with Chinese tourists forming the largest group at 470,000 visitors, followed by 240,000 Japanese tourists, 160,000 from Taiwan, and 100,000 from the United States. These numbers reflect the city's growing status as a premier destination across multiple international markets.
The tourism momentum has been building throughout 2025, with Seoul recording 8.28 million foreign visitors between January and July. This figure represents not only a record high for the seven-month period but also marks approximately 5.5 percent above pre-pandemic levels, indicating a full recovery and growth beyond previous benchmarks.
Seoul city officials attribute this remarkable surge to several key factors, including the city's unique blend of traditional and modern culture, advanced digital infrastructure that prioritizes safety and convenience, and the explosive popularity of Korean cultural content worldwide. The combination of these elements has created a compelling destination that appeals to diverse international audiences.
Recognizing the growing trend of cultural tourism, city officials have observed that increasing numbers of tourists, particularly younger visitors, are specifically seeking out filming locations from popular K-dramas and movies throughout Seoul. To enhance these experiences, the government has strategically installed 30 Seoul Spots across the city – artificial intelligence-enabled guide boards that provide multilingual audio tours accessible through QR codes.
These high-tech tour stops include significant locations such as the Korea Stone Art Museum, featured in the hit drama "Queen of Tears," the scenic Deoksu Palace Stone Wall Road from "Reborn Rich," and the architecturally striking Dongdaemun Design Plaza from "Vincenzo." These locations demonstrate how Korean entertainment content has transformed everyday city landmarks into must-visit tourist destinations.
The influence of Korean pop culture continues to expand with newer content offerings. Seoul city officials are particularly optimistic about the potential impact of "KPop Demon Hunters," the animated Netflix film released two months ago that tells the story of a girl group battling evil spirits by night. The movie prominently features Seoul as its main setting and showcases iconic landmarks including Bukchon Hanok Village and N Seoul Tower, potentially drawing even more visitors to these locations.
Looking toward the future, Seoul is making significant infrastructure investments to capitalize on this tourism boom. On Monday, Seoul Mayor Oh Se-hoon conducted an inspection of the construction site for Seoul Arena, an ambitious project that will become Korea's largest venue dedicated to K-pop performances when completed in March 2027.
Following his site visit to the facility in Dobong District in northeastern Seoul, Mayor Oh expressed considerable optimism about the venue's potential impact on K-pop tourism. "In a year and a half, Seoul Arena will transform into a world-class concert destination that attracts top international artists," he stated. "By providing world-class infrastructure, we aim to draw 2.7 million visitors annually and serve as a major driver for the growth of K-pop and Korea's pop culture industry."
The Seoul Arena project represents a comprehensive approach to cultural tourism infrastructure. The facility will function as a multipurpose cultural complex, featuring a main concert hall capable of accommodating up to 28,000 audience members, along with various commercial facilities. City officials emphasize that the goal is to create a state-of-the-art music performance center, complete with advanced sound systems and strategically arranged seating designed to ensure excellent views from every location in the venue.
Seoul's tourism officials view these record numbers as validation of their strategic approach to international marketing. "The steady increase in international visitors to Seoul proves that the city's unique blend of flavors, style and excitement offers an appealing travel experience that is competitive in the global tourism market," said Koo Jong-won, director-general at the city government's tourism and sports division. "We will continue to develop distinctive tourism content and innovative services to achieve 30 million foreign visitors as early as possible and establish Seoul as a top-tier global tourist destination."
This ambitious goal of reaching 30 million foreign visitors represents Seoul's commitment to becoming one of the world's leading tourist destinations. The city's success in leveraging Korean cultural content, combined with strategic infrastructure development and technology-enhanced visitor experiences, positions Seoul as a model for how cities can capitalize on cultural exports to drive economic growth through tourism.
