Foreign Tourists Leave in Tears Praising Seoul: "Wi-Fi So Fast, My Fingers Can't Keep Up" [K-holic]

1. In July, Seoul Welcomed 1.61 Million Tourists: A Record High

2. Diverse Culture and Experiences Enhanced by Convenient Urban Infrastructure

Editor's NoteInterest in Korean culture is rapidly increasing across the globe. Products and content related to Korea, such as K-food and K-beauty, have permeated the everyday lives of overseas consumers beyond simply appealing to a dedicated fanbase. [K-holic] highlights the ongoing "Korean Wave" found in countries around the world and explores why international consumers are turning their attention to Korea.

Foreign tourists who have previously visited Korea are returning to Seoul. Analysts attribute this trend to the unique experiences that international travelers can enjoy throughout Seoul, from pop-up stores in Seongsu-dong, to Gwangjang Market, and the backstreets of Hongdae. As more foreign visitors are making repeat trips to Seoul, the phrase "Seoul syndrome" is spreading on social media platforms.

Seoul Draws Foreign Tourists... Ranked 4th Among Asian Destinations for Repeat Visits

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According to the Seoul Metropolitan Government, 1.61 million foreign tourists visited Seoul in July, marking a 20.8% increase compared to the 1.33 million visitors in the same month last year. This is the highest number ever recorded for a single month. From January to July this year, the cumulative number of foreign tourist arrivals was 9.83 million, up 21.3% from the 8.11 million recorded during the same period last year. By nationality, Chinese tourists accounted for the largest share, totaling 600,000 or 37.1% of the total. This was followed by Japan with 250,000 (15.8%), Taiwan with 200,000 (12.4%), and the United States with 120,000 (7.2%).

The Seoul Metropolitan Government aims not only to increase the number of tourists but also to raise the average length of stay, spending per person, and revisit rate. To achieve this, Seoul is pursuing the "3·3·7·7 Seoul Tourism Future Vision" which sets goals of attracting 30 million foreign tourists, 3 million won in expenditure per person, an average stay of 7 days, and a 70% revisit rate.

In fact, Seoul is one of the cities with the highest demand for return visits. According to booking data from the travel platform Agoda for the first half of this year, Seoul ranked 4th out of the top 10 Asian destinations for repeat travelers, with Tokyo, Japan at number one, followed by Bangkok, Thailand and Bali, Indonesia.

"Clean and Convenient"... Seoul's Urban Infrastructure Captivates Foreign Visitors

Chinese tourists visiting Gyeongbokgung Palace in Jongno-gu, Seoul, are having a pleasant time. Photo by Jinhyung Kang

So why do foreign tourists keep coming back to Seoul? One of the city's strengths is its harmonious blend of traditional culture and modern trends. For example, visitors can explore K-fashion and K-beauty pop-up stores in Seongsu-dong, sample street food at Gwangjang Market, and enjoy vintage shopping at Dongmyo—all different cultural atmospheres within the same city.

Seoul's convenient urban infrastructure is another advantage. Major attractions are easily accessible via public transportation, and the city provides a safe environment for travelers. Thus, the opportunity to experience sightseeing, shopping, dining, and cultural activities all within one accessible location is seen as a key driver for repeat visits.

International media have also praised Seoul’s transportation infrastructure. The U.S.-based Smithsonian Magazine stated, "Dare I say, it would be difficult to find a better subway system anywhere in the world," adding, "It is impeccably clean, efficient, and accessible everywhere." The magazine also noted, "The Wi-Fi is so fast, your fingers can hardly keep up."

Missing Seoul After Leaving... "Seoul Syndrome" Spreads Among Foreigners

An article titled "Leaving Seoul Causes Illness" from Xiaohongshu

Positive reviews from foreign visitors to Seoul are also evident on social media. A Russian traveler who enjoyed a 10-day trip to Korea posted on TikTok before returning home, saying, "I am crying at the thought of leaving," and, "I do not want to leave Korea. I cannot believe I have to leave this wonderful country. I will return here many more times." The traveler especially praised Korea’s public transportation, service culture, and public safety.

Some tourists mention experiencing “Seoul syndrome” and longing for the city even after their trip ends. On Douyin, the Chinese version of TikTok, videos featuring Han River nightscapes have gone viral, with users commenting, "Seoul is the best travel destination of my life," and, "After visiting the Han River, you are bound to catch Seoul syndrome."

Meanwhile, Seoul has been named the favorite city among global Millennials & Gen Z for five years in a row. The Seoul Metropolitan Government and the Seoul Tourism Organization announced that U.S. business travel magazine Trazee Travel ranked Seoul number one in the "Favorite City Among Global Millennials & Gen Z" category in its "2026 The Trazees" awards. Seoul is the first city to claim the top spot for five consecutive years since 2022, receiving the "Quint Status" special award for cities with repeated recognition, and was inducted into the Hall of Fame.

This content was produced with the assistance of AI translation services.