Overtourism is no longer a novelty issue. Ever since the end of the pandemic, global tourism has observed continuous market growth. For Korea, the popularity of local entertainment has been exported beyond the borders, so the news of the Seoul Metropolitan Government launching the Seoul International Tourism Forum, which aims to address policies tailored to restructure Seoul’s tourism landscape, intrigued us to reflect on how Seoul can continue to welcome the world without becoming another cautionary tale of overtourism. It seems like Seoul is shifting its tourism strategy away from simply attracting more visitors and toward preserving the quality of life of those who call Seoul home. It is a conversation that has already unfolded in cities such as Barcelona, Venice and Kyoto, where residents have increasingly voiced concerns about the impact of mass tourism on their neighborhoods. When we think of overtourism, the first image that often comes to mind is one of overcrowded streets, long lines and chaos. Yet, many of the frustrations expressed by local communities are not solely about