The map of foreign tourism in Seoul is changing in unexpected ways. It is no longer just about Myeongdong and N Seoul Tower. Over the past year, Dongdaemun Design Plaza (DDP) recorded an explosive 12.1% increase in foreign visitors, and Acha Mountain saw an 11.8% increase, emerging as a new center of Seoul tourism.

The Seoul AI Foundation and SKT announced that based on their analysis of foreign foot traffic and Google Maps reviews at 16 major Seoul attractions in 2025, foreign tourists' destinations have diversified beyond existing popular sites to include traditional markets and hiking spots.

According to the analysis, as of 2025, Myeongdong had the highest average daily foreign foot traffic at 101,910 people. This was followed by N Seoul Tower with 57,370 people, and Samsung Station and COEX with 46,813 people, showing that the status of existing popular attractions remains intact. In particular, 55.7% of all visitors to N Seoul Tower were foreigners, and Myeongdong recorded 47.1%, demonstrating unparalleled appeal to foreign tourists.

However, DDP led the year-over-year visitor increase with 12.1%, followed by Acha Mountain with 11.8%, driving a shift in Seoul's tourism landscape. Other attractions such as the Hongdae area, Naksan Park, Gwangjang Market, Gyeongbokgung Palace, and Gwanak Mountain also showed strong visitor growth trends, emerging as rising powerhouses.

The diversification of foreign tourists' travel purposes was clearly reflected in nationality-based preferences. Southeast Asian tourists primarily visited historical sites such as Gyeongbokgung Palace, while Japanese and Chinese tourists flocked to shopping destinations like Myeongdong. American tourists showed a preference for Seoul Forest and Seongsu-dong, while European tourists favored Bukchon Hanok Village. This demonstrates that foreign tourists view Seoul not as a single, uniform tourist destination, but pursue diverse experiences tailored to their interests and preferences.

[Photo=Yonhapnews]

In particular, the 'K-hiking' craze has significantly increased the number of foreign visitors seeking Seoul's urban mountains. Bukhansan Mountain attracts an average of 4,015 foreign visitors daily, and the surge in foreign visitors to major Seoul hiking spots such as Acha Mountain and Gwanak Mountain supports this trend.

High satisfaction among foreign tourists was also confirmed through Google Maps review ratings and AI sentiment analysis. The 2024 and 2025 Google Maps review rating for Gyeongbokgung Palace was the highest at 4.70, and Seoul Forest received the highest rating in AI sentiment analysis with 79.9% positive sentiment.

Kim Man-gi, chairman of the Seoul AI Foundation, emphasized the significance of this analysis, stating, "It is meaningful that we have objectively examined where foreign tourists are visiting in Seoul and how they are experiencing it through data." This analysis suggests that foreign tourists are consuming Seoul not as 'a single tourist destination' but as a place for 'personalized, customized experiences.'

Through this data-driven analysis, Seoul City should focus on developing more segmented tourism content and establishing policies tailored to individual interests. This analysis showing the diversification of foreign tourists' preferences demonstrates that Seoul is evolving into a varied city with endless charm, rather than a uniform tourist destination.