In a bid to safeguard its reputation as a world-class travel destination, Seoul is taking a firm stance against low-cost tour packages that are raising concerns about unethical practices. These so-called “dumping tourism” packages, offering below-market prices, have become a target for city officials, who are determined to ensure that visitors enjoy a high-quality experience in Seoul.
The Seoul Metropolitan Government conducted a thorough investigation into 3,097 budget tour packages available on four major Chinese online platforms. Their findings revealed that 85 packages, representing 2.7% of the total, were suspected of engaging in unethical tourism practices. This alarming discovery prompted the city to request intervention from the South Korean government and the Chinese embassy to halt the sale of these packages.
While the proportion of problematic packages might seem small, city officials emphasized the significant damage these practices can inflict on Seoul’s tourism image. “Even a small percentage of ‘dumping tourism’ products can create negative experiences for visitors, including illegal guides and forced shopping, severely impacting Seoul’s reputation,” a city representative explained.
The term “dumping tourism” refers to the practice of offering extremely cheap tour packages to attract tourists, only to steer them towards shopping centers where tour guides receive commissions. This often results in tourists feeling dissatisfied with the overall experience, as their time is consumed by forced shopping trips instead of exploring Seoul’s cultural attractions.
To get a firsthand understanding of the situation, the city sent undercover inspectors, including foreign nationals, to participate in low-cost tours from China and Vietnam. These undercover teams documented their experiences with tour guides, accommodation, and shopping stops. The reports revealed widespread dissatisfaction among tourists, who were often forced to visit multiple shopping centers, detracting from their time spent exploring Seoul’s rich heritage.
Inspectors observed that some tours included up to eight separate shopping stops, primarily focused on health supplements, duty-free stores, and cosmetics. In one extreme case, tourists were held at a shopping center for over 40 minutes until they made a purchase. These findings highlight the manipulative tactics employed by these low-cost tour operators.
Based on this investigation, Seoul is collaborating with the Ministry of Culture, Sports, and Tourism and relevant embassies to curb these substandard tour practices. Legal actions, including potential police reports, are also being considered. Seoul is determined to restore the integrity of its tourism industry and ensure that visitors have a positive and authentic experience in the city.
Despite the challenges posed by dumping tourism, Seoul’s tourism industry has witnessed an impressive rebound in the post-pandemic period. Between January and July 2024, the city welcomed 7.32 million foreign visitors, nearing 93.2% of pre-pandemic figures from 2019. The city is committed to building upon this recovery while safeguarding the quality of tourism experiences offered to visitors.
