[Edaily Kang Gyeong-rok Travel Reporter] In Seoul, ahead of Chuseok, foreign tourists are making songpyeon. During the day, they experience Korean holiday traditions, and at night, they ascend 130 meters above Yeouido to gaze down at the Seoul night view. The Seoul Metropolitan Government has launched a stay-based tourism program for the Chuseok holiday to attract foreign tourists who “stay longer and experience more.”

According to the Seoul Metropolitan Government and the Seoul Tourism Foundation on the 27th, “SEOUL WELCOME WEEK,” which began on the 19th, will continue throughout Seoul until the 11th of next month. Welcome events for foreign tourists are being held at airports and 13 tourist information centers in the city center, and a large, comprehensive welcome booth will be set up in Myeong-dong—a popular destination for foreigners—early next month.

The Seoul Metropolitan Government has made “Hands-On K-Culture” the centerpiece of this program. Rather than limiting the experience to simply touring attractions, the itinerary incorporates Korean holidays and everyday culture.
At the Seoul Culture Lounge in the Seoul Tourism Plaza, a songpyeon-making program was held for foreign visitors. Participants experienced Korean Chuseok culture by kneading the dough and shaping the songpyeon themselves.
A Polish tourist who participated in the program said, “My curiosity about Korean holiday foods, which I’d seen in K-dramas, has been satisfied,” adding, “It’s fun—it feels like I’m actually celebrating the holiday.”
Another area where the Seoul Metropolitan Government is putting significant effort is “nighttime.” The goal is to extend tourists’ daily itineraries into the evening to drive additional spending on accommodations, food and beverages, and shopping.
A prime example of this is the tethered gas balloon “Seoul Moon” at Yeouido Park. It rises up to 130 meters into the sky, offering views of the Han River and downtown Seoul. A nighttime tourism pop-up zone has been set up around the Han River Park pier. The city is also promoting nighttime travel itineraries, including sunset hiking tours and routes utilizing the Discover Seoul Pass.

The itinerary is designed so that tourists who experience holiday culture during the day do not return directly to their accommodations after sunset, but instead explore the Han River and the city center. The focus is on extending the time foreign tourists spend in Seoul, going a step beyond simply increasing the number of foreign visitors.
Shopping has also been incorporated into this itinerary. Six Seoul My Soul Shop locations are holding Chuseok-themed discount sales. Starfield COEX Mall has opened a pop-up store featuring Seoul’s night views, showcasing 74 official merchandise items, including new products featuring the Haechi character.
Tourist souvenirs are also expanding beyond the simple sale of traditional mementos to include products featuring the city’s characters and brands. This strategy aims to connect the experiences tourists have in Seoul to actual purchases.
The Seoul Metropolitan Government is strengthening experiential activities, nighttime tourism, and shopping all at once not only to attract foreign tourists but also to increase both the duration of their stays in Seoul and their spending. The city is shifting the focus of its tourism strategy from being a destination where tourists simply visit in large numbers to one where they stay longer and enjoy a variety of experiences.
Kim Byung-min, CEO of the Seoul Tourism Foundation, said, “We’ve made it possible for international tourists to share the joy of the holidays with citizens and experience Seoul’s culture up close.” He added, “We will build a city where citizens’ daily lives and culture become special experiences for tourists—a Seoul they’ll want to visit again.”