Seoul Emerges as TikTok Travel Hotspot

South Korea has been named the world's fastest-growing tourist destination, with a 48.82% year-on-year increase in visitors. In 2024, the country welcomed 16.37 million tourists, reaching 94% of its pre-pandemic peak and signaling a full recovery for the industry. The surge is heavily influenced by the global popularity of K-culture, with the government launching initiatives like the "Visit Korea Year 2023-24" to capitalize on the trend. This includes developing 100 K-culture tourism events and even introducing a "K-Culture Training Visa" for foreigners who want to participate in K-pop training programs. In January 2026, inbound tourism to South Korea surpassed pre-COVID levels by over 14%, with significant growth from markets like Taiwan, which saw a 189.6% increase compared to 2019. The travel and tourism sector's contribution to the national economy is expected to reach a record ₩96.2 trillion. Seoul alone captured nearly 66% of all foreign visitor spending in 2024. To manage this influx and encourage broader exploration, the government aims to develop more tourism hubs outside of the capital. There are also efforts to combat price gouging that has targeted tourists in popular areas like Gwangjang Market. Beyond the well-trodden paths of Myeongdong and Gangnam, neighborhoods like Seongsu-dong, known as the "Brooklyn of Seoul," are trending for their hipster cafes and art galleries. Areas such as Ikseon-dong, with its traditional hanok houses converted into cafes, and Yeonnam-dong, with its unique restaurants, are also gaining popularity among younger travelers. TikTok is not just driving where people go, but what they do. Viral trends include renting Korean school uniforms for photo shoots in Lotte World Adventure, getting professional scalp treatments, and visiting HiKR GROUND, a K-culture experience space opened by the Korea Tourism Organization.