Virgin Atlantic will launch a new direct route in spring to a city that’s a bucket list destination for many millennials. 

The carrier confirmed that their new London Heathrow to Seoul route will begin daily flights from March 29.

The announcement comes as Seoul was voted the Favorite Worldwide City at the 2025 Trazees Awards, which focuses on destinations and brands beloved by millennials and Gen Z travellers. The South Korean city clinched the title for the fourth consecutive year, cementing its status as a favourite among the under 40s.

One factor that could be driving younger tourists to Seoul is the rise in popularity of K-Pop. From Korean bands such as BTS topping the charts, to K-Pop Demon Hunters becoming Netflix’s most-watched movie ever, 2025 was a huge year for the genre.

K-Pop fans visiting Seoul can visit K-Star Road in Gangnam, the neighbourhood made famous in PSY’s 2012 hit Gangnam Style. This colourful shopping street is lined with giant bear statues, each one representing a different K-Pop band who’ve made it big. The Starfield COEX Mall is also a must-visit, with shops including the vast KTown4U which is packed with K-Pop merch and even has a giant Gangnam Style statue of the dance’s iconic crossed over hands, the perfect spot for a photo opp. 

Futuristic Seoul is famous for its huge shopping malls such as Times Square, which includes the gigantic Shinsegae Department Store, and several floors of shops, restaurants, cafes, and even a hotel. You can also head to the rooftop for views across the city.

Another incredible spot for views is the Lotte World Tower. At 123-storeys and 555 metres, it’s the tallest building in South Korea and sixth tallest in the world. Visit the Seoul Sky observatory, which has panoramic views, and if you’re brave enough, walk on the glass floor where just a couple of panes stand between you and a sheer drop below.

While Seoul is known as being a futuristic city, it still has lots of beautifully preserved historic sites too. Gyeongbokgung, a former royal palace, dates back to 1395 and has a colourful interior full of traditional artwork. You’ll spot people walking around in national costumes, and if you visit at the right time, you can witness the twice-daily changing of the guard ceremony. Gyeongbokgung is also home to the National Folk Museum of Korea and the National Palace Museum of Korea, both great places to learn about the country’s history and see ancient artefacts.

At Bukchon Hanok Village, you can learn about the lives of ordinary people throughout Korean history. Down winding streets you’ll find over 900 traditional homes, some centuries old, as well as artisan shops selling souvenirs made using old-fashioned techniques passed down through the generations. 

It wouldn’t be a trip to Seoul without visiting one of its markets. Myeongdong Night Market, which opens until 1am, is a great place to sample local food and pick up colourful souvenirs. Try tteok-bokki, a rice cake in a sweet and spicy fish sauce, Korean hot dogs, which come coated in cheese and panko breadcrumbs, and meat on skewers cooked on an open flame. 

Seoul’s neighbourhoods all have their own unique character, so it’s easy to find a spot that suits your travel style. Those who are going for big budget, luxury travels should look at Gangnam, while travellers wanting to shop until they drop will appreciate the central location of Myeongdong, which has plenty of malls nearby. Itaewon is lively and has an international vibe, and it’s famous for its bustling nightlife, while Insa-dong is more traditional and has markets and street performances at weekends. 

Virgin Atlantic’s new route to South Korea will be flown on the airline’s Boeing 787-9 Dreamliner, offering economy, premium economy, and upper class seating options. It’s the latest route to be announced by the airline, who are seeking to diversify its destinations outside of its usual transatlantic flights, alongside new routes to Ghana and the Caribbean.

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