After Becoming an Instagram Hotspot... Starfield Library Named One of the World's Top 10 Innovative Tourism Projects

Trip.com Wins 'Tourism Innovation Award'
Seoul's Iconic Destination Recognized for Blending Art and Travel

Trip.com announced on August 12 that the Starfield Library at COEX Mall in Gangnam-gu, Seoul, has been selected as one of the world's top 10 innovative tourism projects at the inaugural 2025 Tourism Innovation Awards, organized by the global travel platform Trip.com.

The view of COEX Starfield Library. Photo by Asia Economy DB

The Tourism Innovation Award, which was newly introduced at the 'Envision.2025 Global Partner Conference' hosted by Trip.com Group at the end of May, is a program established to discover and support creative ideas and cases that will lead the future of the global tourism industry.

The judging was based on three criteria: the effect of raising awareness, such as increased bookings and social media exposure within Trip.com; a global public vote held from May 26 to June 30; and evaluation by experts from international tourism organizations.

Citizens are reading books at Byeolmadang Library in Starfield COEX Mall, Gangnam-gu. Photo by Asia Economy

As a result, 10 projects were selected as the final award winners from among hundreds of candidates, with each project receiving a prize of $60,000 (approximately 80 million won). The Starfield Library was recognized alongside the 'Afterlife Show at the Sphere,' an immersive performance in Las Vegas, USA; the eco-luxury 'Shebara Resort' in Saudi Arabia; and 'King's Cross Station' in London, UK, as an example of 'artistic innovation' that combines literature, art, and travel.

The Starfield Library has been selected as one of the top 10 innovative tourism projects worldwide. Trip.com

The Starfield Library is an open cultural space in the city, featuring 13-meter-high bookshelves and a collection of over 70,000 books, designed with an open structure that allows anyone to freely enter and enjoy. It offers a variety of weekly programs, including lectures by prominent figures, performances, and exhibitions, providing visitors with opportunities to experience culture and the arts in everyday life. The library has become a representative photo spot in Seoul and a symbol of revitalizing local tourism, and has also been featured in Trip.com's AI-powered recommendation list, 'Trip.Best.'

Hong Jongmin, head of Trip.com Korea, stated, "The Starfield Library is an urban tourism content that provides both cultural experiences and visual inspiration. It is very meaningful that this iconic Korean destination has been recognized on the world stage, and it demonstrates that Korea is emerging as a global travel destination beyond Asia."

According to Korea Tourism Data Lab, the number of inbound tourists has shown clear growth for three consecutive years, rising from 3.19 million in 2022 to 11.03 million in 2023, and exceeding 16.36 million in 2024.

This content was produced with the assistance of AI translation services.