Would you ever travel just for skincare? A new generation of travelers is discovering destinations through their wellness rituals rather than their landmarks

Travel is all about perspective. On one side, there are those who choose a destination based on the iconic landmarks that define and narrate it, like visiting Paris to explore the Louvre. On the other, there are travelers who prefer to discover a city through its everyday rituals. These are the experiences that allow us to shed the role of tourist and step into the shoes of a local, even if only for a short while. Think of those who, in the French capital, skip museums and monuments altogether in favor of a tour of the city’s boulangeries, determined to crown the best pain au chocolat in every arrondissement. This second approach is becoming increasingly popular among travel enthusiasts. In particular, one phenomenon is capturing the attention of travelers worldwide, especially younger generations: Glowmad. According to Skyscanner, 40% of Gen Z travelers search for skincare stores while abroad, while interest in Korean cosmetics on Reddit has increased by 96% year over year. These figures reveal that beauty and wellness have become travel priorities, and that visitors to South Korea are seeking experiences that go far beyond traditional sightseeing.

Why does everyone want a glowcation?

In 2024, Seoul welcomed 1.17 million international patients, marking a remarkable 93.2% increase compared to the previous year (South Korea’s Ministry of Health and Welfare / KHIDI data). This growth reflects the extraordinary evolution of Korea’s medical and aesthetic tourism industry. The appeal of this world is also fueled by the flawless appearance of K-Drama stars and the charisma of K-pop idols, who have become global beauty icons. Today, South Korea’s capital has become a true aesthetic pilgrimage destination, where younger generations step into clinics with growing confidence and awareness. Accessibility and innovation play a major role in driving this trend. From Botox to laser treatments, aesthetic procedures are integrated into everyday life and offered at highly competitive prices. Visitors can easily access specialist consultations and advanced treatments, making the experience especially attractive compared to the higher costs and different healthcare systems found in many Western countries. To navigate this wellness metropolis, two districts are essential. Myeongdong is the ultimate destination for discovering the latest skincare trends, while Gangnam boasts the highest concentration of aesthetic clinics in the world. In Myeongdong, visitors can wander through endless shelves that showcase the economic power of the K-beauty industry, a market expected to reach $13.24 billion by 2026, with annual growth of 6.5% (The Business Research Company). These are just a few of the experiences that can be included in the perfect Glowcation itinerary, a vacation dedicated to experiencing South Korea’s world-renowned dermatological and beauty expertise.

WeRoad and the journey into K-Beauty

WeRoad, one of the most popular travel companies among Gen Z and Millennials, has successfully tapped into this growing trend by creating a dedicated itinerary titled “South Korea: Between K-Beauty and Tradition.” The increasing fascination with these destinations is reflected in the company’s own figures, which show a 40% year-over-year increase in summer bookings. The itinerary skillfully balances the two travel perspectives mentioned earlier. On one hand, participants explore iconic landmarks such as Seoul’s royal palace, where they can wear the traditional hanbok, and the colorful Gamcheon Culture Village in Busan. On the other, they experience local wellness traditions through a visit to a jjimjilbang, Korea’s famous bathhouse, alongside innovative beauty treatments. Travelers can try the popular Aquapeel facial treatment and receive a personalized scalp analysis before dedicating an entire day to “beauty exploration” at Olive Young, South Korea’s most famous health and beauty retail chain. One of the most viral TikTok trends currently associated with these stores involves splitting up with friends inside the shop and revealing purchases one by one after everyone has finished shopping. This new travel format creates a unique blend of cultural heritage and aesthetic innovation. Yet it also raises an intriguing question: would you ever travel solely to experience a destination’s signature activity, or to access the same services and routines that define everyday life for locals?