South Korea Expands Global Reach with Strategic Marketing for Regional Tourism: From Seoul to Jeju, Gyeongsang, and Gangwon – Everything You Need to Know

South Korea is leveraging an innovative inbound marketing strategy to expand its tourism reach beyond the Seoul capital region. With foreign tourism on the rise, the country aims to distribute more visitors across regional hotspots by offering end-to-end support for local tourism operators. This comprehensive approach includes product development, distribution, and access to global networks to highlight the diversity of South Korea’s regional offerings.

Inbound Tourism Booms as Korea Sees Strong Recovery

According to recent data from the Korea Tourism Organization (KTO), approximately 15.82 million international visitors arrived in Korea during the first 10 months of 2025, representing a 15.2% increase compared to the same period last year. This recovery has outpaced expectations and is set to exceed the pre-pandemic figure of 17.5 million visitors reached in 2019. As November and December statistics are expected to further enhance these figures, the government has celebrated this remarkable growth. However, the tourism industry faces a challenge in diversifying visitor numbers across the country.

Focusing on Regional Tourism to Balance the Visitor Flow

While the surge in international visitors is exciting, the Seoul metropolitan area continues to dominate the tourism scene, with over 80% of foreign visitors flocking to the capital. This imbalance has limited the broader economic impact on regional tourism, as many local destinations struggle to gain international recognition. To address this, the Ministry of Culture, Sports, and Tourism has allocated 3.5 trillion won (approximately $237 million) of its 14.9 trillion won tourism budget to regional revitalization efforts in 2026.

The shift in focus is towards longer stays and region-based travel, with the government prioritizing the establishment of “regional inbound tourism hubs” that encourage tourists to explore beyond the capital. With over 80% of visitors concentrated in Seoul, it is essential for the government and industry stakeholders to work collaboratively in distributing the economic benefits of tourism across the nation.

Touraz: A New Platform for Regional Tourism Growth

To further support this transition, the KTO launched a new platform, Touraz, in May 2025. This platform serves as a diagnostic tool for local tourism businesses to assess their marketing readiness and marketability. By answering a simple questionnaire, companies can receive tailored guidance on areas such as digital marketing, partner linkages, and capacity-building.

The Touraz platform ensures that tourism operators in smaller regions, such as Jeju, Gyeongsang, and Gangwon, gain access to broader international channels and support from global OTAs (Online Travel Agencies). The tool aims to connect regional tourism businesses with the resources they need to compete on the international stage, ultimately converting visibility into increased sales and longer regional stays.

Practical Steps for Regional Tourism Operators

The KTO has also held inbound marketing briefings in six regions, including Jeju, Gyeongsang, Gangwon, Chungcheong, Jeolla, and the Seoul metropolitan area. These sessions were designed to provide practical marketing strategies, expert consultations, and one-on-one sessions with specialists from major travel platforms like Trip.com and Tripbtoz. The feedback has been overwhelmingly positive, with 89.2% of participants expressing satisfaction with the knowledge gained.

During these briefings, regional operators were able to establish partnerships with global OTAs and gain insights into successful inbound strategies. For instance, Wondertour, a regional tour operator, launched new tour packages tied to the APEC summit in Gyeongju, while Jeju Province worked closely with the KTO to expand its reach into European markets.

Expanding Global Exposure: A Collaborative Approach

In line with the KTO’s objective of expanding global exposure for regional tourism, Jeju Province successfully participated in a KTO-led familiarization tour, which targeted members of a global luxury travel network. Featuring haenyeo (women divers) as a cultural highlight, the tour facilitated valuable networking and collaboration with international travel agencies from Italy and Switzerland. This collaboration illustrates the benefits of direct engagement with global tourism partners to foster market entry and bolster brand visibility.

In the future, more such initiatives will allow Korean tourism to reach even more diverse international markets and secure a sustainable flow of foreign visitors across the entire country.

Turning the Spotlight on Regional Gems

As South Korea’s tourism strategy evolves, there are numerous hidden gems outside of Seoul that are ready to welcome international visitors. From Jeju Island’s lush landscapes and Gyeongsang’s cultural heritage to Gangwon’s mountain retreats, Korea’s lesser-known regions have much to offer. For travelers, this shift in focus means more opportunities to explore the rich variety of experiences that South Korea has to offer. Whether it’s engaging with local cultures, enjoying scenic landscapes, or immersing in historic sites, regional tourism offers a truly authentic perspective of Korea.

Tips for Travelers: Exploring Beyond Seoul

For travelers seeking to experience the authentic beauty and culture of South Korea, here are a few regional destinations worth visiting:

1. Jeju Island: Known for its volcanic landscapes and vibrant culture, Jeju offers a serene escape with natural beauty and traditional experiences.
2. Gyeongju: As the ancient capital of the Silla Kingdom, Gyeongju is home to UNESCO World Heritage sites and rich cultural traditions.
3. Gangwon Province: Perfect for adventure seekers, Gangwon offers beautiful hiking trails and ski resorts in the winter.
4. Jeolla Province: Famous for its food, scenic landscapes, and traditional villages, Jeolla provides a blend of nature and culture.

Travelers should consider exploring these lesser-known destinations, which are now more accessible thanks to Korea’s expanded tourism efforts.

South Korea’s Vision for Sustainable Tourism

South Korea is not only looking to boost the quantity of inbound tourists but also to ensure that the tourism growth is sustainable and evenly distributed across the nation. By investing in regional hubs and supporting local businesses with global exposure, the government hopes to create a balanced, thriving tourism economy. This comprehensive approach is expected to drive long-term success and solidify South Korea’s position as a key destination on the global tourism map.

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