Seoul Joins Paris, Madrid, and Tokyo in the World’s Top 10 Most Visited Cities: What Makes South Korea’s Capital a Global Tourism Powerhouse

Published on December 8, 2025

Seoul, the dynamic capital of South Korea, has claimed a spot in the top 10 of the world’s most attractive travel destinations, ranking 10th this year. The city’s rise from its previous rank of 12th demonstrates its growing appeal among tourists. As the city has redefined its tourism strategies, improved its infrastructure, and emphasized attracting high-value visitors, Seoul’s popularity has surged globally. The report, compiled by Euromonitor International and reported by CNN, also reveals that cities around the world are shifting focus towards value-based tourism instead of high volumes, resulting in longer stays and more sustainable visitor experiences. This strategic shift comes as Seoul and other global capitals adapt to challenges like overtourism and the need for a balanced approach to growth.

Seoul’s Impressive Ascent in Global Tourism Rankings

Seoul has made an impressive comeback in global rankings, shooting up from 24th place in 2018 to now clinch a coveted 10th place in the prestigious list. This remarkable rise signifies the capital’s improved tourism infrastructure, strategic marketing, and a more welcoming environment for international travelers. In recent years, the city has introduced various initiatives aimed at enhancing tourist experience and local engagement, contributing to its climb through the ranks.

Several factors have contributed to this leap. The city’s high-tech public transport system, vibrant neighborhoods like Gangnam and Insadong, along with cultural landmarks such as the Gyeongbokgung Palace, have played a vital role. Additionally, Seoul’s development as a hub for international events, conventions, and entertainment has added another layer to its tourism appeal. In fact, this emphasis on providing high-value experiences for visitors has been a key component in its rise to the top.

Global Rankings: Paris, Madrid, and Seoul Lead the Pack

Topping the world’s most attractive cities rankings once again is Paris, which has held the number one position for five consecutive years. The French capital’s monumental tourist attractions, including the Eiffel Tower and the Notre-Dame Cathedral, continue to draw millions. In second place, Madrid has earned high marks for its cultural richness, while Tokyo has solidified its position as the highest-ranked Asian city at third place.

Meanwhile, European destinations continue to dominate, with Rome and Milan securing the fourth and fifth spots, respectively. Meanwhile, New York City remains a key player in the global tourism market, ranking sixth, while Amsterdam and Barcelona round out the list of the top 10. Interestingly, London has seen a decline, dropping from the 10th spot last year to 18th this year. According to experts, this is due to the city’s challenges with tourism policies, sustainability, and safety concerns.

Tourism Shifts: A Move Toward Value Over Volume

The global tourism landscape is shifting. Cities, including Seoul, are now prioritizing sustainable tourism strategies that focus on attracting visitors who stay longer, engage with local cultures, and spend more money. This strategic shift comes in the wake of overtourism concerns, where overcrowded destinations struggle to maintain their charm and cultural authenticity.

Seoul, with its strategic focus on quality over quantity, has capitalized on this trend by offering experiences that encourage deeper cultural immersion. It’s not just about seeing iconic landmarks; it’s about discovering hidden gems, tasting authentic Korean cuisine, and experiencing the city’s thriving arts scene.

As part of this focus, Seoul has rolled out initiatives that promote local crafts, cultural festivals, and sustainable urban practices. These efforts resonate with travelers looking for more responsible travel options, making Seoul an increasingly attractive option for those seeking a blend of modernity and tradition.

Why Seoul Should Be on Your Travel Bucket List

Seoul offers something for every kind of traveler. Whether you’re a history buff, a food lover, or a fan of vibrant urban life, the city’s unique blend of old and new is sure to impress. Here are some top reasons why Seoul is becoming one of the world’s hottest destinations:

1. A Rich Cultural Heritage: From the Gyeongbokgung Palace to Bukchon Hanok Village, Seoul is home to numerous historical sites that offer a glimpse into Korea’s royal past.
2. Dynamic Food Scene: Korean cuisine has gained global recognition, and Seoul is the place to sample everything from traditional bibimbap to street food like tteokbokki.
3. Shopping and Entertainment: Seoul’s shopping districts, such as Myeongdong and Dongdaemun, offer everything from high fashion to unique local crafts. For entertainment, don’t miss the district of Hongdae, where the nightlife is just as vibrant as the art scene.
4. Efficient Transport: The city’s Seoul Metro system is one of the most efficient and accessible transit systems in the world, making it easy for tourists to navigate the city.
5. Cultural Festivals and Events: Whether it’s the Seoul Lantern Festival or Boryeong Mud Festival, the city is a hub for exciting cultural events year-round.

Tourist Tips for Visiting Seoul

• Plan Your Visit in Spring or Fall: The weather during these seasons is mild and perfect for exploring the city’s parks, palaces, and outdoor attractions.
• Use Public Transport: With an efficient metro system, traveling around Seoul is inexpensive and easy. Make use of the T-money card, which allows you to travel on buses and subways.
• Explore Beyond the Tourist Spots: While Gyeongbokgung Palace and Namsan Tower are must-visit, take some time to explore the trendy neighborhoods of Gangnam and Itaewon for shopping and entertainment.
• Try Local Delicacies: Don’t miss out on Kimchi, bibimbap, samgyeopsal (grilled pork belly), and soju.
• Respect Local Customs: South Koreans value respect, so make sure to greet with a bow, remove your shoes when entering someone’s home, and use polite language.

Final Thoughts on Seoul’s Tourist Appeal

Seoul’s rise to the 10th spot on the list of the world’s most attractive cities is a testament to its effective tourism strategies and its ability to offer high-value experiences. As it continues to grow as a tourism hub, the capital of South Korea is expected to further enhance its status with a focus on sustainability, innovation, and authentic experiences for international visitors. With its unique combination of modernity and tradition, Seoul remains a must-visit destination for travelers in search of a rich and immersive cultural experience.