3 visits, endless discoveries: Falling for Seoul again and again

In districts such as Gangnam, where beauty tourism has grown into a major industry, neon lit billboards and sleek aesthetic clinics reflect Seoul’s obsession with innovation and appearance. Foreign visitors to Korea’s beauty sector spent more than 1 trillion won (about $680 million) this year through November alone, a testament to the world’s growing fascination with K-beauty. And if you’re looking for a stylish yet affordable holiday focused on skin care and wellness, Seoul offers one of the greatest selections of beauty treatments on the planet.

Visitors explore the historic Bukchon Hanok Village, Seoul, South Korea, July, 25, 2025. (Photo by İlker Topdemir)

South Korea’s captivating capital has evolved into one of Asia’s most vibrant destinations. Home to more than 11 million residents, Seoul is a city of contrasts: centuries-old royal palaces sit beside futuristic glass towers; traditional markets buzz alongside sleek designer boutiques; and peaceful temples exist just steps away from neon-soaked nightlife. Whether your passion is K-pop, Korean cuisine or UNESCO-listed heritage, Seoul consistently exceeds expectations.

I visited the city three times this year, and each time I was struck anew by its scale and energy. Seoul can feel overwhelming at first but that powerful sense of movement and possibility is exactly what makes it unforgettable.

A genera view of Seoul, South Korea. (Shutterstock Photo)

From Istanbul, Turkish Airlines operates direct flights to Seoul Incheon Int