Goto-Sevit tourism zone draws 1.17 million foreign visitors this year

The Goto-Sevit Tourism Zone in Seoul's Seocho-gu has seen a sharp rise in foreign visitors since receiving its official designation, with infrastructure improvements to pedestrian routes and tourist pathways drawing credit for the gains as the zone enters its second year.

According to Seocho-gu, the zone welcomed about 1.17 million foreign visitors from January through September — a 27.1 percent increase from the roughly 920,000 recorded during the same period in 2024, before the designation took effect. Designated in December 2024 as Seoul's eighth official tourism zone, Goto-Sevit is the only one in the city to encompass the Han River. It covers a total area of approximately 840,000 square meters.

The most visible change since the designation has been the improved pedestrian route and tourist pathway linking Goto Mall to the Han River. Pink ceiling lines and floor directional signs have been installed throughout the previously confusing underground shopping area to help visitors navigate toward the river.

In 2024, Seocho-gu partnered with the Spain Tourism Board and the Malaga Tourism Board to create a 65-meter Picasso-themed mural street in the One Bailey below-ground public walkway. LED lighting, mural illumination and benches were added in December last year, turning the corridor into a space where visitors can linger and take in the art. Beren, a 22-year-old visitor from Australia who passed through the walkway Tuesday, said the passage stood out for being clean and bright. "I especially love the vivid colors of the murals," Beren said.

K-culture programming has also resonated with visitors. A "K-Fashion & Beauty Coaching Station" held over four sessions in May drew 1,800 participants and recorded a satisfaction rate of 94.8 percent. Hands-on experiences including AI skin and scalp analysis, personal color consultations and makeup sessions proved popular. On Sunday, a "1 STORE 1 LOOK" fashion show featuring Goto Mall tenants was held in the walkway.

Global events centered on the Han River also drew large crowds. A K-dessert festival held in June attracted about 30,000 people, while Pokémon GO Fest 2026: Global, a worldwide gaming event held in July, brought in roughly 100,000 participants.

Seocho-gu District Mayor Jeon Seong-su said the five years following a tourism zone designation represent a critical window of opportunity. "Over the past two years, we have worked to improve the route from Goto Terminal to the Han River and fill it with diverse attractions, bringing real change to the tourism zone," Jeon said. "Going forward, we will build on Goto-Sevit's unique strengths — shopping, culture and the beautiful Han River — to develop it into a global destination that people from around the world will want to visit, stay in and return to."