From mountain peaks to film sets, foreign tourists redefine Seoul itinerary

Foreign visitors to Seoul are increasingly exploring filming locations, traditional markets and mountain trails beyond the city's iconic shopping districts and royal landmarks, according to a data analysis released Wednesday by the Seoul AI Foundation. The study, which examined 16 major attractions using SK Telecom roaming-based mobility data and Google Maps reviews, found that Myeong-dong attracted the largest average daily number of foreign visitors at 100,910, while Dongdaemun Design Plaza recorded the fastest growth in foreign visitor traffic at 12.1 percent.

Foreign visitors are increasingly venturing beyond Seoul's iconic shopping districts and royal landmarks, embracing filming locations, traditional markets and mountain trails as the city's tourism landscape grows more diverse, according to a new data analysis released Wednesday. The Seoul AI Foundation said its analysis of foreign visitor movement and online reviews found tourism demand spreading across a wider range of destinations throughout the capital in 2025. The study examined 16 major attractions using SK Telecom roaming-based mobility data and Google Maps reviews from foreign visitors. Myeong-dong attracted the largest average daily number of foreign visitors at 100,910. N Seoul Tower followed with 57,370 visitors, ahead of Samseong Station and Coex with 46,813, Gangnam Station with 41,210 and the Hongdae area with 40,213. The fastest growth was recorded at Dongdaemun Design Plaza, where foreign visitor traffic rose 12.1 percent. The Hongdae area and Naksan Park each posted a 10.5 percent increase, while Gwangjang Market rose 10.4 percent. N Seoul Tower recorded the highest share of