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Seoul has just been ranked among the top 3 best cities for first-time international travelers by the American travel magazine Travel & Leisure, surpassing many familiar European destinations thanks to its low cost of living, convenient transportation system, and affordable yet high-quality cuisine.
This is the result of a study conducted by the platform JB.com, published by Travel & Leisure, based on an analysis of 40 major cities globally according to criteria that are most important to first-time international travelers.
According to the study, the list was compiled based on several quantitative factors: safety index, level of English proficiency among locals, friendliness, cost of hotel per night, number of historical sites, accessibility by walking, and average price of meals at local restaurants.
Leading the list are Porto and Lisbon in Portugal, tied for first place thanks to their hospitality and high density of walkable attractions. Second is Prague in the Czech Republic, highly regarded for its pedestrian-friendly old town and affordable accommodation prices compared to other Western European cities.
Ranked third, Seoul is the only Asian representative to make it into the top 3, and also the most surprising name in this year's ranking.
Seoul, the capital of South Korea, is establishing itself as the best destination for first-time international travelers thanks to its perfect combination of affordable costs, a modern public transportation system, high safety standards, and a unique blend of traditional culture and modern life.
Low cost and convenient infrastructure
What experts appreciate about Seoul is its ability to balance a modern urban experience with reasonable spending, a crucial factor for first-time international travelers. A standard hotel room in the South Korean capital currently costs an average of around $65 per night, significantly lower than $105 in Porto or $107 in Prague.
A meal at a local restaurant costs only about $8, a price the research team considered "impressive" given that Korean cuisine is already globally renowned and available in most major cities around the world at much higher prices.
With over 80 historical sites scattered throughout the city, Seoul offers a rich exploration experience without requiring visitors to travel too far. Seoul's pedestrian-friendliness score of 94/100, one of the highest on the list, indicates that most central attractions, from Gyeongbokgung Palace and Bukchon Hanok Village to Myeongdong, are conveniently accessible on foot or by a combination of public transport.
The subway and bus systems here are considered among the most efficient in Asia, with fares costing only around $1.30 per ride, significantly cheaper than in major cities in Europe or North America.
Thanks to its low cost of living and convenient public transportation system, this place attracts many tourists.
For first-time visitors to South Korea, a practical tip shared by many tourists is to purchase a T-money transportation card at the airport for use on the subway, buses, and some convenience stores. Naver Map or KakaoMap are also recommended as alternatives to Google Maps, as their navigation data in South Korea is more accurate and up-to-date.
The language barrier, once a major concern for many Western tourists visiting East Asia, has largely been addressed thanks to bilingual signage in subway stations and city centers, along with the increasing popularity of real-time translation apps.
Safety is a key factor that gives Asian cities a competitive advantage.
Beyond Seoul, a notable commonality in this year's ranking is the rise of Asian cities known for their low crime rates and culture of respect for public order. Kyoto, Japan, ranked fifth, is also cited as a similarly safe option thanks to its almost negligible crime rate.
Safety is increasingly becoming a top priority for first-time travelers, especially solo female travelers or families with young children, as they tend to avoid popular destinations that pose potential security risks or are vulnerable to pickpocketing and scams.
Cuisine is also a highlight that keeps tourists coming back to Seoul.
A cultural space that is both ancient and modern.
Besides Porto, Lisbon, Prague, and Seoul, Travel & Leisure's list also recognizes Helsinki, Finland, in fourth place thanks to the safety and compact, easy-to-explore nature of this Nordic capital. Kyoto ranks fifth, boasting tranquility and traditional culture, followed by Madrid, Spain; Budapest, Hungary; Vienna, Austria; and Seville, rounding out the top 10.
Overall, the cities on the list share common characteristics: they are of moderate size, not as crowded as megacities like Paris or New York, and possess well-developed tourism infrastructure to cater to first-time international visitors.
Ranked third, Seoul is proving that an Asian city can absolutely compete on equal footing with established European metropolises in terms of friendliness to first-time travelers, especially as cost and safety become top priorities for global tourists in an increasingly volatile economic environment.
