Seoul Launches ‘Beauty & Wellness Tourism’ — A Curated Guide to the City’s Beauty, Well-Being, and Culture

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SEOUL, South Korea--(BUSINESS WIRE)--Nov 3, 2025--

The Seoul Metropolitan Government has announced the inaugural Beauty & Wellness Tourism, a curated list of one hundred destinations representing the city’s best experiences of Rest, Refreshment, and Rejuvenation. The initiative showcases Seoul’s vision of “A Healthy and Beautiful Daily Life,” positioning the city as a leading global hub for urban wellness tourism.

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Seoul Beauty Travel Week 2025 key visual (Image: Seoul Beauty Travel Week Operation Secretariat)

Reflecting worldwide trends in wellness, the selected 100 sites encompass healing meditation and spa spaces, traditional Korean medicine experiences, healthy local cuisine, K-beauty destinations, and creative cultural landmarks. This first-of-its-kind list captures the unique harmony of Seoul’s traditional heritage and its modern, cosmopolitan lifestyle.

In Seoul’s definition, Wellness Tourism encompasses well-being, happiness, and fitness, promoting a balanced experience of physical, mental, and social health.

A City Where Tradition, Innovation, and Nature Coexist

The 100 destinations feature a rich blend of experiences:

• Rested (40): Healing & meditation experiences, nature therapy, traditional Korean medicine, and wellness stays — including Namsangol Hanok Village.
• Refreshed (Taste, 18): Culinary spots interpreting Seoul’s food culture through a wellness lens — such as Furoa Seoul in Myeongdong.
• Rejuvenated (Style, 42): K-beauty, spa, design, and cultural spaces — including L7 Myeongdong by Lotte, a rooftop hub for beauty and street culture.

Expert Perspective

Han I-kyung, Chair of the Beauty & Wellness Tourism Development Committee and CEO of Polaris Advisor, said, “Seoul’s diverse wellness landscape reflects the city’s identity and its potential to lead Asia’s wellness tourism. We look forward to building new global partnerships that connect tradition with innovation.”

Han has over 20 years of international hospitality experience with Marriott, Hilton, and Starwood, and serves as an Ambassador of the Global Wellness Institute and Advisor to the Global Wellness Conference (Synergy).

Beauty & Wellness Tourism

The announcement coincides with Beauty & Wellness Tourism, to be held October 30 – November 5 in Jung-gu, the historic heart of Seoul. The week-long festival will feature wellness experiences, cultural events, and immersive programs across 34 signature venues — from serene temples and hanoks to contemporary hotels and galleries — offering visitors a full taste of Seoul’s evolving wellness lifestyle.

Jong-won Koo, Director of the Seoul Tourism and Sports Bureau, emphasized, “Aligned with the enforcement of the Healing Tourism Promotion Act in April 2026, Seoul will actively promote its distinctive brand of urban healing tourism for both domestic and international visitors. In the fast-growing global wellness market, our goal is to showcase Seoul’s differentiated urban beauty and wellness model, establishing it as a new national brand representing Korea’s approach to holistic healing and well-being.”

Proven Momentum

The 2024 edition of Beauty & Wellness Tourism attracted 188,354 participants (93,166 offline; 95,188 online) and achieved a combined promotional reach of over 630,000 through domestic and international media coverage.

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CONTACT: Mind Design for Seoul Beauty Travel Week Operation Secretariat

Choi Bogyeong

[email protected]

KEYWORD: ASIA PACIFIC SOUTH KOREA

INDUSTRY KEYWORD: TOURIST ATTRACTIONS DESTINATIONS TRAVEL VACATION

SOURCE: Seoul Beauty Travel Week Operation Secretariat

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PUB: 11/03/2025 09:00 AM/DISC: 11/03/2025 09:00 AM

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