Seoul has officially claimed the global spotlight. According to the Screen Tourism Forecast Index 2026, the South Korean capital is now the #1 set‑jetting destination in the world, outperforming every major filming location across Europe, the US and Asia.

It’s not hard to see why. Screen culture isn’t just influencing travel anymore – it’s driving it. A remarkable 81% of Gen Z and millennial travellers now choose destinations based on films and TV shows, and no city has captured that imagination quite like Seoul according to Global eSIM leader Holafly who has launched its new Screen Tourism Forecast Index for 2026.

Powered by global hits

The success of All of Us Are Dead – one of Netflix’s most‑watched non‑English titles with 1.38 billion hours viewed and a #1 ranking in 91 countries has propelled Seoul to the top with an STFS score of 87.6, the highest in the index. Anticipation for Season 2 is only amplifying demand.

The “Main Character” city

The index names Seoul the world’s “Main Character Destination”, ranking #1 globally and #1 for UK travellers. Screen tourism now drives 32.1% of all inbound tourism to South Korea, a figure unmatched by any other country.

Unlike destinations that spike when a new series drops, Seoul’s appeal is constant — fuelled by a steady stream of K‑dramas, K‑pop, fashion, food and design that dominate global culture.

What travellers come for

Set‑jetters aren’t just visiting filming locations. They’re immersing themselves in the full K‑culture experience:

  • Neighbourhoods like Hongdae, Itaewon and Seongsu
  • Filming sites from Squid Game, Crash Landing on You and Extraordinary Attorney Woo
  • K‑beauty shopping in Myeongdong
  • Street food, Michelin dining and late‑night cafés
  • K‑pop dance classes, studio tours and fan experiences

Seoul offers something rare: a city where visitors feel like they’ve stepped directly into the story.

Why Seoul leads the world

Because no other destination combines:

  • A globally dominant entertainment industry
  • A young, culture‑driven traveller base
  • A tourism economy built around screen culture
  • A cityscape that feels instantly recognisable

In 2026, Seoul isn’t just the top set‑jetting destination it’s the blueprint for the future of cultural travel.