The Republic of Korea is a dream destination, but habits are changing: long considered a must-visit, Seoul is starting to bore some visitors from France. The skyscrapers, the overflowing energy, and the modernity of the capital are gradually giving way to the charm of other Korean destinations that are more surprising and refreshing. We unveil this new trend in Korean travel.
Seoul, long regarded as the essential gateway to the Republic of Korea, seems to be losing its appeal among French travelers. While the country is breaking attendance records in 2024, a trend is emerging: French tourists are seeking new alternatives, forsaking the vibrant capital to explore different horizons like Busan or traditional villages. What explains this new wave of disinterest? Let’s dive into the reasons behind this growing disaffection for Seoul.
An urban saturation that tires
While Seoul impresses with its modernity and the vibrancy of its neighborhoods, this dynamism can also become overwhelming. Between endemic traffic jams, the constant crowd, neon lights, and the fast-paced rhythm of life, the South Korean capital is no longer synonymous with relaxing escapism. Many French tourists — in search of authentic breaks — now prefer to venture beyond the glass towers and high-tech shopping, dreaming of softer airs.
A feeling of déjà-vu for seasoned travelers
The thrill of discovery is fading: for those who have already set foot in the bustling megacity, there is a growing desire to explore a deeper Republic of Korea. The buzz surrounding the visit to the hanok village of Jeonju, endorsed by 85% of travelers according to a recent study, proves it! Interest is shifting towards immersive and cultural experiences that are not necessarily found in Seoul — or at least not readily accessible in the capital.
The beach competition of Busan and the quest for slow tourism
It is undeniable: Busan steals the spotlight with its oceanic climate, wild beaches like Haeundae, and an easygoing atmosphere that can’t be found in Seoul. Nearly three million visitors have chosen it — an almost historic record! Gone is the urban hustle, replaced by the sea breeze, the concert of waves, and the summer light, all of which attract the French in search of slow tourism and sun-soaked relaxation. Moreover, the grand Sea Festival attracts an enthusiastic crowd ready to celebrate under the Korean sun in July. This is a welcome change from the capital!
More accessible and authentic experiences
The development of activities outside Seoul contributes to this transformation. Strolls on the Blueline Park in Busan, a nostalgic coastal train, spectacular theme parks, or traditional markets elsewhere in the country are rapidly expanding the array of discoveries. And for food lovers, the adventure also involves taste: the Gwangjang market, crowned as the number one gastronomic spot, is certainly not to be missed, but the desire to sample regional specialties pushes visitors to explore off the beaten path.
Is Seoul a victim of its own success?
Paradoxically, the huge influx of tourists to Seoul has generated negative effects: rising prices, difficulty in finding suitable accommodation, and at times, the feeling of being overwhelmed by a flood of visitors. This phenomenon, already observed in other major tourist cities where the hospitality sector struggles to keep up, like the housing shortages seen in Besançon, reflects a tourist growth that needs to be better managed to avoid eroding the initial appeal of the destination.
A general Asian enthusiasm, but trendy destinations
Asian fever shows no signs of abating. The remarkable return of Asia among French travelers is steering their attention towards new trendy destinations or good deals off the traditional circuits. Airlines are increasing direct flights, and airport attendance is surging, as confirmed by the latest airport trends. This encourages getaways away from Seoul, promoting the discovery of the rest of the country!
