Seoul is stepping up efforts to attract foreign tourists during the string of autumn holidays across East Asia that overlaps with Korea's Chuseok break. The city plans to support visitors throughout their stay with hospitality services stretching from airport arrival halls to downtown tourist districts.
The Seoul Metropolitan Government said on the 15th that it will run the 2026 Seoul Hospitality Week for 23 days, from the 19th through Oct. 11, to coincide with major East Asian holidays including Japan's Silver Week and China's National Day.
The Seoul Tourism Organization and the Seoul Tourism Association are co-hosting the event, which targets foreign tourists visiting Korea during the Silver Week and National Day breaks. Venues include tourist information centers at Incheon and Gimpo airports, Myeong-dong and Yeouido Hangang Park. The city said it is expanding hospitality programs previously centered on Myeong-dong to cover the full route travelers take, from airport arrival halls to downtown tourism hubs.
Starting on the 19th, Chuseok-themed traditional culture experiences and events will begin at 13 tourist information centers and help desks, including Seoul Tourism Plaza, Myeong-dong and Incheon and Gimpo airports. Tourist information centers at the two airports will hand out, on a first-come, first-served basis, the Discover Seoul Pass Heritage Edition, which offers free admission to 12 national heritage sites including the Joseon Royal Tombs, the four main palaces and Jongmyo Shrine, along with discounts at more than 110 partner facilities. The city ran a similar hospitality center near Myeong-dong Station in April, timed to Japan's Golden Week and China's Labor Day holiday, offering traditional culture experiences and lucky draw events.
From Oct. 1 to 8, a Seoul Welcome Center will open near Exit 6 of Myeong-dong Station. Visitors there can get tourist information and interpretation services in English, Chinese and Japanese, and the center will also feature K-pop performances, lucky draws and hands-on art programs. At the Seoul Culture Lounge on the 11th floor of Seoul Tourism Plaza, holiday programs such as traditional dance lessons and songpyeon rice cake making will run from the 19th through Oct. 10, alongside standing programs including wish-writing and postcard making.
Hospitality events will also be held on the Han River. Seoul Cruise will offer foreign tourists a 20% discount on cruise tickets during the hospitality week. The Yeouido cruise terminal will host the Moonlight Rooftop Night Market, featuring K-pop performances and traditional culture experiences.
The city will provide a separate integrated information page compiling details on hospitality week programs as well as festivals, performances and activities across Seoul. It plans to deploy multilingual guides at major venues and increase safety personnel.
"This matters because we are expanding hospitality services along the routes foreign tourists travel, from the airport to major downtown tourism hubs, and drawing the tourism industry into the effort," said Cho Sung-ho, director general of the Seoul Metropolitan Government's Tourism and Sports Bureau. "We will prepare carefully so that visitors feel a warm welcome and discover the city's many attractions everywhere they go, from the moment they arrive in Seoul until they finish their trip."
