SEOUL — South Korea’s traditional bathhouse culture is expanding far beyond local neighborhoods and central Seoul, capturing the hearts of international tourists looking for immersive, multi-faceted travel experiences.

Recent hospitality data highlights a notable surge in foreign visitors heading out of the capital to suburban mega-complexes. According to Chosun Hotel & Resort, which manages the indoor resort and spa chain Aquafield, foreign visitor numbers at the Hanam branch jumped by approximately 60% year-on-year between January and October. Meanwhile, the Goyang branch experienced a 34% increase over the same period.

This growth aligns with a broader boom in South Korea's tourism sector. The Korea Tourism Organization reported that cumulative inbound tourism reached roughly 17.11 million visitors from January to September—a 21.5% increase from the previous year, setting an all-time record for the period.

Industry experts point to the "all-in-one" convenience of suburban complexes as a major driver for this trend. Located inside expansive lifestyle hubs like Starfield, venues like Aquafield allow travelers to seamlessly transition from water parks and traditional jjimjilbang saunas to retail shopping and diverse dining options without leaving the building.

Rather than chasing individual destinations across the city, foreign tourists are increasingly packaging leisure, relaxation, and consumer therapy into a single, efficient day trip. From donning traditional rolled-up towel "sheep horns" and sipping sikhye to enjoying authentic Korean comfort food like bulgogi bibimbap and seaweed soup right inside the spa, travelers are embracing the full itinerary of Korean wellness culture.

Pop culture has also played a crucial role in stoking global curiosity. Following the international success of media featuring Korean bathhouse traditions—such as Netflix's animated hits—online bookings for local spa and body-scrub experiences have spiked across global travel platforms like Klook. To meet this demand, operators have expanded English-language ticketing options and secured partnerships with municipal tourism initiatives.

Notably, Aquafield was integrated into the Seoul Tourism Organization’s "Discover Seoul Pass" as a partner facility, bridging the capital's central tourism network with Gyeonggi Province attractions. By combining transit, shopping discounts, and suburban leisure access, these initiatives continue to funnel a steady stream of international foot traffic into regional retail and entertainment ecosystems.

[ⓒ Global Economic Times. 무단전재-재배포 금지]