[Updates by TPO Members]​​

Jeonbuk State, Korea

Jeonbuk State to Position Itself as a Mountain Tourism Hub

• In response to growing demand for mountain-based wellness travel, Jeonbuk State plans to leverage forest resources in eastern areas such as Wanju, Muju, Jinan, and Jangsu.

• Experience-based programs including climbing, paragliding, and trail running will be developed, alongside tourism packages linked to local festivals to stimulate visitor spending and regional economic activity.

• Mountain tourism accounts for approximately 15–20% of the global tourism market and is recognized as a high value-added sector capable of attracting visitors across all age groups. The province aims to increase length of stay and expand its living population base.

Muju Firefly Festival Selected for “Local 100,” Advancing Stay-Oriented Tourism Model

• The Muju Firefly Festival has been selected for the Ministry of Culture, Sports and Tourism’s “Local 100” Project, a national branding program that promotes distinctive regional cultural assets.

• The designation includes nationwide promotion, expanded cultural engagement opportunities, and support for regional population inflow.

• As a highly rated festival across multiple evaluation categories, it is expected to strengthen its role as a sustainable cultural asset and enhance local economic vitality.

• In conjunction with the Night Tourism Promotion City Program, Muju plans to develop nightscape attractions, rural-linked firefly tours, and traditional Nak-hwa (falling flower) fireworks performances, establishing a stay-oriented tourism model to address regional depopulation.

Busan, Korea

Busan Sets Target of 5 Million International Visitors; Launches New Tourism Development Plan

• Busan Metropolitan City has announced plans to establish the 8th Busan Regional Tourism Development Plan, aiming to attract 5 million international visitors.

• The mid- to long-term plan (2023–2027) seeks to integrate marine, mountain, industrial, historical-cultural, and ecological resources into a cohesive tourism vision and spatial strategy unique to Busan.

• Key tasks include analysis of tourism conditions, supply and demand assessment, mid-term demand forecasting, and establishment of a tourism development framework. The plan will also align with nationally funded tourism development projects to strengthen the regional tourism industry.

Daegu, Korea

Daegu Gansong Art Museum, “Chimaek”* Festival, and Suseong Lake Selected for “2nd Local 100 project” 

* Chimaek: chicken and beer

• The Daegu Gansong Art Museum, Daegu “Chimaek” Festival, and Suseong Lake have been selected for the second round of the Ministry of Culture, Sports and Tourism’s “Local 100” project.

• From 2026 to 2027, these sites will receive focused government support, including certification plaques, guidebook production, and online and global marketing initiatives.

• Daegu Metropolitan City plans to develop linked tourism products centered on these assets and foster them as flagship cultural tourism hubs that integrate traditional culture, regional festivals, and stay-oriented tourism.

Pohang Launches Global Tourism Marketing Targeting BTS Busan Concert Visitors

• Pohang City in North Gyeongsang Province is launching a global tourism marketing campaign targeting international visitors traveling to Korea for the BTS concert in Busan this June.

• The initiative aims to convert short-term concert visits into extended stay tourism by attracting global K-pop fans to Pohang.

• From March through June 21, the city will utilize global accommodation and travel platforms, including banner advertisements introducing key attractions and stay-based tourism content under messages such as “Travel to Pohang After the Concert.”

• The campaign will also highlight Pohang’s association with BTS, including references to the city’s signature mulhoe (spicy raw fish soup) mentioned by BTS member Jin and the carousel café known as a filming site for the “Spring Day” music video.

• The initiative is expected to enhance Pohang’s brand recognition among global K-pop fan communities.

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Sourced: Domestic Tourism Trends – Week 2 of February (Local Governments / Industry) by Korea Tourism Organization