As China’s Golden Week holiday approaches, tourism officials in Seoul are shifting away from traditional bus tour shopping sprees, replacing generic recommendations with hyper-personalized itineraries. The Seoul Tourism Organization on Monday unveiled an interactive online initiative, called My Own Seoul Shopping Course on its travel platform VisitSeoul. Running through Sept. 27, the digital campaign targets Chinese travelers planning overseas trips for the upcoming Golden Week, which spans Oct. 1-7. Shopping remains an indispensable part of visiting the capital. According to the municipal agency's 2025 foreign tourism survey, 83.1 percent of international travelers shopped during their stay, with the rate climbing to 92.3 percent among Chinese visitors. Beauty products led the list of purchases at 86.8 percent, followed by food and beverages at 67.8 percent and local fashion at 61.4 percent. However, tourism planners note that consumer preferences among younger travelers have fragmented. Rather than sweeping through duty-free megastores, visitors increasingly seek distinct neighborhoo