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.

The post South Korea Expands Global Reach with Strategic Marketing for Regional Tourism: From Seoul to Jeju, Gyeongsang, and Gangwon – Everything You Need to Know appeared first on Travel And Tour World.

IITA Warns That Social Media Requirement for ESTA Applications Could Discourage International Visitors and Harm U.S. Inbound Travel

The International Inbound Travel Association (IITA) has expressed significant concerns regarding the Department of Homeland Security’s proposal to mandate social media account information from all applicants under the Visa Waiver Program (VWP) for the Electronic System for Travel Authorization (ESTA). IITA warns that this new requirement could deter international visitors from choosing the U.S. as their travel destination. While the association supports security measures, it argues that the added complexity of disclosing social media details and personal information could raise privacy issues and create logistical challenges. With the U.S. inbound tourism sector already grappling with rising costs, visa delays, and stricter entry rules, this proposal could further undermine the industry’s competitiveness and discourage potential travelers.

“Inbound travel is essential to the U.S. economy, and every additional layer of complexity in the entry process risks discouraging legitimate visitors, particularly those coming from countries already vetted through U.S. security standards,” said Lisa Simon, CEO/Executive Director of IITA. “Inbound operators and their partners fully support strong security protocols, but, the proposed requirement to collect social media and extensive personal and family background information introduces new privacy concerns and logistical barriers at a time when we can least afford additional deterrents to international visitors.”

The association highlights that the U.S. inbound tourism industry is already facing numerous obstacles. These include rising costs, fierce competition from other global destinations, visa processing delays, increased entry requirements, and the introduction of new fees for national park access. Now, the potential social media disclosure requirement could be the tipping point, dissuading international tourists from choosing the U.S. as their destination.

Currently, travelers from 42 countries approved through the Visa Waiver Program can visit the U.S. for business or tourism without needing a visa, as long as their stay is 90 days or less. To enter, they must obtain ESTA approval prior to travel. However, the proposed change would introduce a new hurdle for travelers. Social media history would be required as part of the ESTA application, alongside “high value data” that includes a wide range of personal details, such as past business and personal telephone numbers and email addresses, family members’ names, dates of birth, residencies, and phone numbers from the past five years, as well as biometric data (face, fingerprint, DNA, and iris).

The IITA warns that these additional data collection measures could create unnecessary barriers for travelers, particularly at a time when the U.S. tourism sector is struggling to recover from the combined impact of the COVID-19 pandemic and ongoing logistical challenges. This proposed rule could further discourage international visitors, many of whom may already be hesitant due to existing entry requirements and rising costs.

In response, IITA has vowed to submit official comments on the proposal, advocating for a balanced approach that safeguards national security while also maintaining the U.S.’s appeal as a global tourism destination. The organization is urging its members and other stakeholders in the international inbound travel sector to do the same, ensuring that their concerns are heard and addressed.

The impact of these changes could be significant. While the intention behind the proposal is to enhance security measures, the practical implications of such a sweeping requirement are not without merit. The inclusion of social media history, in particular, could raise questions about privacy and data security, especially when dealing with individuals from countries with strong concerns about government surveillance.

Moreover, international travelers might become more hesitant to visit the U.S. if they perceive the entry process as overly invasive. With competitive destinations like Europe, Canada, and Asia all vying for tourists, any additional deterrents could lead to a decrease in the number of visitors choosing to travel to the U.S. This could have far-reaching consequences for the economy, particularly in cities and regions that rely heavily on tourism for revenue.

“We urge CBP to fully assess the economic impact of this requirement,” said Lisa Simon, CEO of IITA added. “Our industry stands ready to work with CBP and other federal agencies to balance security with smart policy that supports — rather than suppresses — international visitation.”

The IITA has warned that the proposed social media requirement for ESTA applications could deter international visitors, adding privacy concerns and logistical barriers at a time when U.S. inbound tourism is already facing challenges.

In conclusion, while the U.S. remains a premier destination for travelers worldwide, the potential introduction of social media and personal background information requirements under the ESTA process presents new challenges. IITA continues to advocate for a solution that both protects national security and ensures the U.S. remains an attractive destination for international tourists. The association’s response to the proposal will be critical in shaping the future of inbound tourism to the U.S.

The post IITA Warns That Social Media Requirement for ESTA Applications Could Discourage International Visitors and Harm U.S. Inbound Travel appeared first on Travel And Tour World.