As Japan's Silver Week and China's Mid-Autumn Festival and National Day coincide, major East Asian holidays are lined up. The city of Seoul is launching a '23-day tourism hospitality operation' to attract foreign tourists visiting during this peak autumn travel season.
Starting September 19 and running until October 11, the city, in collaboration with the Seoul Tourism Foundation and the Seoul Tourism Association, will host the '2026 Seoul Welcome Week (Autumn Edition),' announced on September 15.
This year's Welcome Week will feature hospitality services strategically placed along the actual travel routes of foreign tourists, from their arrival at the airport to their departure. The event has expanded beyond Myeongdong to include Incheon and Gimpo airports, urban tourism information centers, the Seoul Culture Lounge, and the Han River.
The timing of the event aligns with the East Asian tourism peak, starting with Japan's Silver Week (September 19-23), followed by Korea's Chuseok (September 24-27), China's Mid-Autumn Festival (September 25-27) and National Day (October 1-7), and Taiwan's National Day (October 9-11).
In July, 1.61 million foreign tourists visited Seoul, contributing to a tourism expenditure of 1.07 trillion won. Chinese tourists accounted for the largest share at 600,000, followed by 250,000 from Japan and 200,000 from Taiwan. The city aims to convert the holiday demand of East Asian tourists into autumn tourism spending.
At the airport, foreign tourists will be greeted with a 'free tourist pass' as their first welcome experience. Starting September 19, the city will distribute the 'Discover Seoul Pass Heritage Edition' on a first-come, first-served basis at the tourism information centers in Incheon Airport's Terminals 1 and 2 and Gimpo Airport.
This mobile pass allows free entry to 12 major national heritage sites in Seoul, including the Royal Tombs of the Joseon Dynasty and four grand palaces, as well as discounts at over 110 partner tourist facilities.
Hospitality events themed around Chuseok will take place at 13 tourism information centers and fixed information booths in locations such as the Seoul Tourism Plaza and Myeongdong. Foreign tourists can write wishes while viewing the moon and receive English fortune cookies and traditional knot ornaments.
Myeongdong, a popular destination for foreign tourists, will serve as the central stage for the Welcome Week. From October 1 to 8, a 'Seoul Welcome Center' will be set up near Exit 6 of Myeongdong Station.
At the Seoul Culture Lounge on the 11th floor of the Seoul Tourism Plaza on Cheonggyecheon-ro, programs to experience Korea's Chuseok and traditional culture will be held from September 19 to October 10.
Special hospitality events for foreign tourists will also take place along the Han River. During the Welcome Week, Seoul Cruise will offer a 20% discount on cruise tickets for foreigners. The 'Moonlight Rooftop Night Market' will feature K-pop performances and traditional cultural experiences against the backdrop of the Han River's night scenery at the Yeouido Cruise Terminal.
The city is also expanding participation from the tourism industry. Starting September 16, it will send out four newsletters to the tourism sector to inform them about the Welcome Week events and participation methods, while encouraging fair pricing and courteous service to prevent excessive charges and unfair practices.
Cho Sung-ho, head of the Seoul Tourism and Sports Bureau, stated, "This Welcome Week is significant in that it expands hospitality services along the travel routes of foreign tourists from the airport to major urban tourism hubs and encourages participation from the tourism industry. We will carefully prepare to ensure that visitors feel a warm welcome and experience Seoul's diverse attractions from the moment they arrive until they depart."
* This article has been translated by AI.
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