In recent years, Seoul has become a popular travel destination. However, because of its size (it is one of the largest and most crowded cities in the world) and linguistic and cultural disparities, South Korea's capital can still be intimidating to visitors.
There's no reason to be hesitant, as anyone who has visited Seoul before would tell you. Although the city is vast, it is also easily navigable because of its massive public transit system, which includes a state-of-the-art subway system (imagine immaculate cars, English signage, and heated seats in the winter). You can visit Seoul whenever it's convenient for you because it's one of the few places that has four distinct seasons. (However, we advise avoiding the rainy monsoon season from June to July.) Above all, you will feel extremely safe: According to a recent analysis by travel insurance provider Berkshire Hathaway Travel Protection, Seoul is one of the top 15 safest cities in the world for leisure travel in 2025.
To guarantee a memorable first trip, we've put up a list of the top 8 things to do in Seoul because there is so much to see, eat, and do in this South Korean city.
1. Try some street cuisine
Korean culture revolves around food, and Seoul's street food markets offer one of the simplest ways to try some of the country's signature dishes while also getting a taste of daily city life. In this manner, you can save money and sample a variety of goods in one sitting. Despite being the most well-known, Myeongdong Market is constantly crowded with tourists and more expensive. Instead, visit Gwangjang Market for bindaetteok (mung bean pancakes), Jungang Market for tteokbokki (spicy rice cakes), and Namdaemun Market for kalguksu (knife-cut noodles) and hotteok (stuffed pancakes).
2. Drink regional alcoholic beverages
With more than 1,000 varieties of sool (Korean alcoholic beverages), South Korea is as well known for its rich drinking culture. Make a reservation at Oul to find out more. This unique drinking establishment, which is housed in the upscale Four Seasons Hotel Seoul, which is a part of American Express Fine Hotels + Resorts, specializes only on Korean-made spirits. The Goosoo Highball, a hauntingly rich concoction of barley tea soju, toasted rice syrup, and seltzer, is one of the creative concoctions made by head bartender Ike Ryu. As expected, the anju (alcohol-paired snacks) are equally high: With heaping portions of homemade fish cakes and fresh seafood, the lobster tteokbokki is served hot and steaming.
3. Rent a hanbok
People wearing hanbok (traditional Korean clothing) can be seen in Gyeongbokgung Palace, the Joseon dynasty's official royal home and architectural masterpiece. These vibrant two-piece garments, which date back to the Goryeo Dynasty (918 to 1392), are rented by numerous local stores that also provide extra services like hair styling, makeup, and picture shoots. Don't be timid; the Korea Tourism Organization is promoting the practice, and locals are encouraging it as a way to show their respect for culture. One more benefit? If you dress appropriately, you can enter all five of Seoul's royal palaces for free.
4. Explore Seoul's thriving artistic community
As seen by the international success of K-dramas, Korean cinema, and K-pop, South Korea is a creative nation. It is understandable why Seoul is a top priority for the contemporary art scene in the West. In addition to outposts of the most prestigious galleries in the world, like Berlin's Konig Galerie and New York's Gladstone Gallery, the city is now home to Asia's only Frieze Art Fair, which began in 2022. Don't forget to support Seoul-based organizations as well; you should visit Gana Art, Kukje Gallery, and the gorgeous new Futura Seoul in Bukchon Hanok Village, which was unveiled during Frieze Seoul 2024.
5. Get scrubbed at a bathhouse
After a long day of exploring or a lengthy flight, a jjimjilbang is one of the simplest ways to rejuvenate your body. However, these ancient Korean bathhouses are more than just places to get clean; they are easily accessible gathering places where locals can unwind with friends and escape from daily life, with admission usually costing less than $15. (Remember that the same-sex bathing sections demand nudity.) Seshin is a very energizing full-body scrub that promotes circulation and leaves skin feeling smooth, although it's easy to spend hours between the pools, saunas, and relaxation areas. The Four Seasons Hotel Seoul's Korean sauna and Spa Heum provide private rooms if you're needing more seclusion, while Sparex Goodmorning City is open 24 hours a day and is tourist-friendly.
6. Get lots of K-beauty
For those who enjoy beauty and skin care products, Seoul is a true shopping paradise. Visit Olive Young, the leading retailer of reasonably priced K-beauty in the nation, to stock up on cult favorites like Mediheal's sheet masks and Beauty of Joseon's face sunscreen. Additionally, there are many ways to support independent brands. Think about scheduling a DIY skincare lesson at Whipped in Seongsu-dong. Visit Changyong Park's Written on Water, a quaint fragrance studio in Yeonhui-dong, to find a sophisticated scent that no one else possesses. With Soohyang's exquisitely scented candles, diffusers, and wax tablets, you can breathe new life into even the most dreary areas of your house.
7. Rest in a hanok
When you can stay in a hanok, a traditional Korean home, why stay at a typical hotel? That's the idea behind Rakkojae Seoul, a neighborhood of historically significant homes that have been painstakingly restored and furnished with contemporary conveniences. The key to staying here is to embrace calm luxury and slow down: Sleep on the restorative jade ondol flooring; eat a traditional breakfast of rice, soup, and banchan that is exquisitely prepared in brassware in the morning; or just take in the peace and quiet. Even though Rakkojae Seoul is located in the center of the city, it feels very far away from the traffic and congestion.
8. Admire the views from above
The capital of South Korea is wonderful to see from the city streets, but it's even more impressive from above. The Signiel Seoul, a hotel unlike any other in town, occupies the 76th through 101st floors of the Lotte World Tower, the sixth-tallest structure in the world. It offers breathtaking views of the cityscape, dreamy accommodations, and opulent features like Bar 81, which has the largest collection of Champagne in the nation. (American Express Fine Hotels + Resorts also owns it.) Are you feeling particularly courageous? Go a few floors up to Seoul Sky, which has the quickest elevator and the highest glass-floor observatory in the world, among other records.
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