South Korea might just have toppled Japan off its pedestal as the Asian destination of the moment. Thanks to the Hallyu (Korean wave), our appetite for all things K-themed – whether it’s serum and sheet masks, BTS-mania, Squid Game, or gochujang paste – has reached insatiable levels. So it’s no surprise that South Korea’s capital city Seoul has shot to the top of travellers’ bucket lists.
Over 11.56 million people flew into Incheon International airport in the first eight months of 2026 alone, a staggering 21 per cent rise from 2025. And those making the journey (it’s around 13 hours from London) won’t be disappointed. With royal Confucianist palaces, scenic hikes, a dynamic food and drink scene, world-class shopping and wellness, and hundreds of neighbourhoods to get lost in, Seoul has something for everyone.
A greatest-hits tour of the city should cover the heritage-steeped centre, the gritty neighbourhoods hiding dozens of cool cafes and bars, and some of its gleaming new shops and galleries.
Things to do
Look up while in Seoul, and beyond the shiny highrises that mark its rapid evolution into one of the world’s most prominent tech hubs, you’ll glimpse the soothing mountains which surround the city. Make time for a scenic hike up the highest peak, Bukhansan, during your stay, though on day one, the best way to get your bearings is to climb the central Namsan Mountain (or ride the cable car). From there, take the elevator to the top of the YTN Seoul Tower for panoramic views of the metropolis, which is bisected north to south by the Han River.
You’ll quickly notice that low-rise architecture is a novelty in Seoul, and as a result, its hanoks (traditional houses), concentrated near Jongno, the city’s cultural heartland, have become a popular tourist attraction. In the hilly Bukchon Culture Village, nearly 900 of these wooden-and-stone, wing-tipped houses still serve as residences. (Note: a quiet police force keeps noise down.) Make time to wander through the dozens of nearby mini galleries and cafes.
If you want to glimpse inside a hanok, visit Namsangol Hanok Village where you can see replicas of homes from the Joseon Dynasty, decked out with original artefacts and furniture in layouts that reflect Confucian social order.
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Visiting one of the Five Grand Palaces of the Joseon Dynasty is a must on your Seoul heritage itinerary. Gyeongbokgung was established in 1395; here you can wander through colourful arches, marvel at royal buildings with majestic animals crouched on the roofs, and watch the changing-of-the-guard ceremony (the 2pm slot is the least busy). A shot in front of the banquet pavilion and the hyangwonji (small lake) that precedes it is the ultimate money shot. Visit in spring when cherry blossoms frame every vignette.
Right now in London, the British Museum’s “Korea” exhibition is drawing attention with its impressive collection, but it’s no substitute for seeing artefacts at the source. Seoul’s National Museum houses 310,000 pieces and around 60 national treasures, including pensive bronze Buddha statues and the impressively large ornate woodblock-printed Deajojido Map, measuring 6.7 meters high by 3.8 meters wide, and dating to 1861.
Seoul’s jjimjilbangs (bathhouses) are an important third space for locals, and the maze of aromatic steam rooms is an authentic way to experience the wellness culture. Groups gather to sweat it out after a day at work, and many are open 24 hours, including women-only Spa Lei in Gangnam. Book a seshin (exfoliation treatment) and have a scrub master remove every scrap of dry skin. It’s not for the faint-hearted, but you’ll emerge feeling anew.
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Three exciting neighbourhoods to know
Seoul’s many bustling neighbourhoods (dongs) are best explored on foot, as for which is the hottest of the moment, the city’s residents are constantly contesting it. Jongno-3 might just take the crown right now, as Time Out named it the coolest in the world for 2026. It’s chockablock with craft shops and hanoks. In the evening, Pojangmacha Street Food is the best place to catch a vibe for the area, with buzzy tented street bars and stalls serving pajeon (scallion pancakes), grilled squid, and gukbap (rice soup).
Euljiro is also popular after hours, with trendy natural wine bars hidden down side streets. Coffee Hanyakbang stays open until 10pm, and is a treasure trove of vintage records, brewing paraphernalia, and artefacts dating to the Japanese Colonial period. The coffee is hand-dripped, and the ornate domed cakes are seriously Instagram-worthy.
Seongsu is a former industrial area which is unapologetically trend-driven and draws a fashionable crowd of young Koreans. Cool coffee shops double as galleries (check out Daelim Changgo), shops with outsized installations, such as the 14-story Haus Nowhere Seoul, the flagship of sunglass brand Gentle Monster, and a steady stream of beauty pop-ups. The area’s branch of the prolific chemist Olive Young (N Seongsu) regularly hosts brand collaborations and is a five-floor mecca for K-beauty shopping.
Where to eat and drink
Cafe hopping in Seoul is a must, as the city has one of the highest concentrations of coffee shops in the world. In Seongsu, matcha and salt bread to-go at Beton are worth the queue. In central Seoul, Coffee and Cigarettes (styled like an airport lounge) on the 17th floor of the old Yuwon building offers unmatched views across to Deoksugung Palace and serves exceptional coffee and tasty bagels.
The city’s restaurant scene is ever-evolving and highly trend-sensitive, so the best way to get an authentic taste of Korean cuisine is to visit a restaurant that specialises in one dish and has done so for decades. In Hannam, Hanbang Tongdak is a local favourite, serving oakwood-baked rotisserie chicken with herby sticky rice for nearly 30 years. Wash it down with a few draft beers.
If Korean BBQ is high on your agenda, head to a Gogi Kkun Kim Chunbae branch for a tourist-friendly group experience.
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Seoul is a 24/7 city – ideal for sleepless, jet-lagged travellers. Its drinks scene is increasingly elevated, with niche whiskies and local spirits lining the back bars of hidden venues. Head to Alice in Cheongdam to sample funky cocktail recipes, served in even more out-there vessels which continue the In Wonderland theme.
Cobbler in Jongno is renowned for making short and long drinks to suit your tastebuds – there’s no menu. While nearby, Bar Cham has recently been named one of Asia’s 50 Best Bars. Both are set in moodily-lit converted hanoks.
Hayley travelled as a guest of Virgin Atlantic and explored the city with InsideAsia
How to do it
InsideAsia can curate itineraries to Seoul and South Korea. Its 12-night Korean Wave trip starts at £3,005 and includes all accommodation, transport, and a range of experiences, including private guiding in Seoul.
Where to stay
Get a taste of life in a traditional hanok by staying in a modern conversion in Jongno, such as Stay Sunshine, managed by Butler Lee, which has around 50 properties in central Seoul. Inside Asia can arrange a stay as part of a cultural adventure to South Korea. From £375 per night.
The Mondrian Seoul Itaewon is a colourful stay with easy metro access to central neighbourhoods. B&B rates, which include an extensive continental breakfast spread, start at £200 for a Signature King Room.
How to get there
Virgin Atlantic operates daily direct flights from London Heathrow to Incheon International airport in Seoul, starting at £889 in economy. The flight time is around 15 hours.
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