Seoul named world's favorite city for Gen Z travelers for fifth straight year

Seoul has once again captured the top spot as the 'Global MZ's Favorite City,' marking its fifth consecutive year of this prestigious title. The award, presented by the U.S. travel publication Trazee Travel as part of its '2026 The Trazees' accolades, is determined by reader votes from business travelers aged 25 to 40.

This continuous recognition, earning Seoul the special 'Quint Status' award for five consecutive wins, places the city in the Hall of Fame. Officials attribute this sustained popularity to Seoul's culture, daily life, and lifestyle becoming a consistent draw for young global travelers, moving beyond the temporary K-culture wave.

The city's tourism strategy is adapting to a shift in how Gen Z travelers explore. Instead of just visiting famous landmarks, they seek authentic experiences of local life. This is reflected in their travel routes, which now increasingly include traditional markets, cultural spaces, and urban parks, alongside established sites like Myeongdong and ancient palaces.

Popular destinations are seeing significant growth, with increases in foreign visitor numbers at places like Dongdaemun Design Plaza (DDP), Achasan Mountain, and Gwangjang Market. Urban hiking, in particular, has emerged as a key attraction, offering stunning views of the city skyline accessible via public transport. Seongsu-dong has become a hub for Gen Z, featuring pop-up stores, flagship brand outlets, cafes, and art spaces, making it a must-visit for international tourists.

Seoul's appeal is multifaceted, also being recognized as a top city for solo travel and shopping by TripAdvisor and Condé Nast Traveler, respectively. Its strength in hosting international conferences places it third globally, and it ranks first for universities catering to students. The city aims to further enhance its unique tourism content and attract high-value tourists and MICE events to solidify its position as a premier global destination.

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The fact that Seoul has been selected as the city chosen by global Gen Z for five consecutive years is a significant achievement that proves Seoul's tourism competitiveness is recognized worldwide.