Seoul Metropolitan Government has been named the best leisure destination in Asia for the second year running at the Leisure Lifestyle Awards hosted by Global Traveler, the city said Thursday.
The annual awards are based on votes from global business travelers and tourism industry professionals.
Global Traveler cited Seoul’s “seamless blend of tradition and modern trends” and its “multifaceted tourism appeal” as key factors behind the repeat win. The publication highlighted the city’s strength in shopping, dining and entertainment, as well as immersive experiences tied to Korean pop culture.
Seoul has expanded its tourism portfolio in recent years, combining K-pop and film location-based experiences with large-scale attractions such as the Han River drone light show and seasonal festivals.
Nighttime landmarks and waterfront offerings — including river cruises and the Han River bus — have reinforced the city’s positioning as a “24-hour destination.”
The city government is also placing greater emphasis on “lifestyle tourism,” encouraging visitors to experience everyday aspects of Seoul through activities such as hiking, cafe-hopping and exploring local dining spots.
“Demand driven by the global popularity of K-content is expanding into tourism that explores Seoul’s everyday lifestyles,” said Kim Myung-joo, head of the city’s tourism and sports bureau. “We will continue to strengthen creative tourism infrastructure and link it with the MICE sector to solidify Seoul’s position as a global business and tourism hub that visitors return to.”
Seoul’s latest recognition adds to a series of strong performances in global rankings. The city placed sixth in the Global Power City Index by Japan’s Mori Memorial Foundation and ninth in Time Out’s 50 Best Cities in the World 2026, marking its first entry into the top 10.
It also ranked first in Asia and third globally in the number of international meetings hosted, according to the Union of International Associations, and has been named the world’s best MICE city by Global Traveler for 11 consecutive years.
yoohong@heraldcorp.com
