BTS Comeback Concert Spurs ARMY ‘Pilgrimage’ Tours Across Seoul and Beyond

Foreign tourists look at BTS promotional banners near Gwanghwamun Square in Seoul. (Photo by Yuna-hyeon/AJP) — Foreign tourists look at BTS promotional banners near Gwanghwamun Square in Seoul. [Photo=AJP reporter Yuna-hyeon]

As BTS’ “BTS Comeback Live: Arirang” concert at Seoul’s Gwanghwamun Square on March 21 approaches, fans from the global ARMY fandom are increasingly traveling to South Korea. Online communities and social media are rapidly sharing “pilgrimage” routes that trace the group’s footsteps, prompting domestic tourism platforms and local governments to roll out fan-focused itineraries.

On Reddit, one of the largest English-language online communities, a five-day map titled “ARMY Seoul Guide” has drawn attention by listing BTS-related locations across the capital. On social media, more fans are posting about their trips under the hashtag “BTS Pilgrimage.”

A top stop for many visitors is HYBE’s headquarters in Yongsan, where fans routinely take photos and post them online. Major heritage sites are also central to many itineraries, including Gyeongbokgung Palace, which drew global notice in 2020 when BTS performed there in hanbok on NBC’s “The Tonight Show Starring Jimmy Fallon.” Nearby palaces — Changdeokgung, Deoksugung and Changgyeonggung — are also popular.

The National Museum of Korea is another frequent destination, known among fans as a place associated with leader RM, who is known for visiting exhibitions. The museum plans to offer a special product at its shop in collaboration with the National Museum Foundation of Korea to mark the group’s new release. Seoul Forest, a large park in the city, has also become a must-visit as fans have created bench gardens named for members, including “RM Forest,” “SUGA Forest” and, more recently, “j-hope Forest,” set up to mark j-hope’s military discharge.

Japanese tourists take photos on the steps of the Sejong Center in Seoul with BTS comeback promotional materials in the background. (Yonhap) — Japanese tourists take photos on the steps of the Sejong Center in Seoul with promotional materials announcing BTS’ return as a full group after 3 years and 9 months. [Photo=Yonhap]

With more fans arriving, searches for BTS-related travel products have surged. Travel platform Klook said searches for BTS travel products rose 61% in January–February 2026 compared with November–December 2025. Klook is selling tailored packages including a Pyeongchang tour of “In the SOOP” filming locations, a Gangneung Jumunjin tour tied to the jacket shoot for the group’s 2017 second album, and a Seoul ARMY walking tour.

Local governments are also moving to capture what they call a “BTS tourism boom.” Pohang, in North Gyeongsang Province, is promoting stay-type tourism built around mulhoe mentioned by member Jin and a local cafe known as a filming site for the “Spring Day” music video. The city plans to link travel routes to Pohang with messages such as “a Pohang trip after the concert.”

Seoul plans BTS-related events for foreign visitors, including ARMY, during the “2026 Seoul Spring Festa,” set for April 10 across 11 areas along the Han River, including Yeouido, Ttukseom, Banpo and Nanji. The city also plans street performances, a random dance festival and participatory events at major sites for fans from around the world.

Yoon Hye-jin, a professor in the Department of Tourism Development and Management at Kyonggi University, said K-content fandoms are a core tourism segment with strong spending power. She urged officials to systematize “pilgrimage” content to maximize tourism synergy, adding that local governments should foster a culture in which fandoms and regions resonate and design detailed, customized products that reflect each fandom’s characteristics.

* This article has been translated by AI.

Kang Sang Heon