Seoul is rolling out an ambitious slate of tourism projects for 2026, aiming to transform the capital city from a brief pop-culture waypoint into a year-round destination built around immersive experiences — from festivals and nature retreats to wellness programs and artificial intelligence-driven services. At a tourism business briefing in Seoul Tuesday, municipal and tourism authorities said foreign visitor numbers had surpassed their prepandemic peak last year, with roughly 15 million international arrivals to the capital, as Korea as a whole saw a record 18.24 million inbound travelers. “We are now at an important turning point where we must move beyond quantitative growth and redefine the qualitative structure of Seoul tourism,” said Kil Ki-yeon, CEO of the Seoul Tourism Organization (STO). The city’s strategy for 2026 centers on stretching stays and spending by turning Seoul into a city of “365 days of festivals,” led by a new and expanded lineup of projects. Major Han River parks in Yeouido, Ttukseom and Banpo will host large-scale nighttime drone performances and medi