Korea's efforts to promote rural cities are paying off, foreigners say

Xavier, a master's student at Ajou University, was pleasantly surprised on a recent trip to Tongyeong, South Gyeongsang, for its vibrant atmosphere.

Gamcheon Culture Village in Busan [VISIT BUSAN]

Xavier, a master's student at Ajou University, was pleasantly surprised on a recent trip to Tongyeong, South Gyeongsang, for its vibrant atmosphere.

The city's bustling marine industry and modern attractions, like Tongyeong Cable Car and Dpirang nighttime digital theme park, showed the city's commitment to development, he said.

At the same time, Tongyeong seamlessly blends its historical significance as the former headquarters of the Joseon Dynasty's (1392–1910) naval fleet, which revered Adm. Yi Sun-sin led, into its modern landscape.

"Tongyeong [promoting itself] as 'one of the world's best places to live in' felt genuine, reflecting its ability to harmonize historical richness with modernity," he said. "I think it creates an enticing experience for both tourists and potential long-term residents."

Xavier poses for a photo during his visit to Tongyeong, South Gyeongsang. [ANIMESH VATS]

Korea's tourism industry has been booming thanks to K-wave, which isn't just limited to K-pop and K-dramas. The Korean skin care and makeup industry and the food industry are also doing great in attracting global crowds to Korea. According to the "Korea Tourism Statistics for July 2023" by the Korea Tourism Organization, the number of foreigners who visited Korea in July 2023 surpassed 1 million since the onset of the Covid-19 pandemic.

However, parts of Korea outside Seoul are relatively lesser-known, despite its beauty.

Usually, tourism is limited to Seoul, Busan, Jeju Island and a few other major cities in the country. But Korea has so much more to offer than just those famous places, and the government has been trying to promote Korea's underappreciated tourist destinations, creating many programs and activities for those flocking to the country.

Ellen in Yeongwol City [ANIMESH VATS]

Ellen, a student pursuing an MBA in Korea, said she appreciates the amount of work that has been done to promote tourism in Yeongwol County, Gangwon, mentioning the county's remarkable amenities and the hotel she stayed in.

"Despite the captivating tourism spots being somewhat distant from each other, I acknowledge the importance of tourism taxis and the friendliness of the drivers, even though the costs can be relatively high without government subsidies," Ellen said.

She said she was stunned by the county's famous Korean Peninsula-shaped cliffs, saying they were exceptionally beautiful. Regarding culinary experiences, she found each restaurant's offerings delightful.

The Korean government strategically leveraged Jeonju Hanok Village as a key example of promoting rural tourism. It invested in restoring traditional hanok (traditional Korean-style homes), emphasizing the village's cultural importance. The government also promoted the village through advertisements and by fostering community-based tourism. It also hosted events celebrating Korea's unique traditions and holidays to attract tourists, making Jeonju Hanok Village Korea's flagship tourist destination that beautifully blends cultural preservation and economic development.

Tourists wearing hanbok (traditional Korean dress) at Jeonju Hanok Village on Jan. 23 [NEWS1]

Another example of Korea promoting regional tourism would be the Village Thematic Project, which revitalized local communities by giving villages unique identities based on their cultural assets. Supported by the government, the project focused on infrastructure, cultural preservation and thematic attractions. Themes like cultural heritage, eco-friendliness and traditional crafts enhanced each village's appeal, preserving heritage, fostering economic growth and encouraging cultural exchange. This initiative transformed villages into vibrant, theme-driven destinations, attracting diverse visitors and benefiting rural communities.

Another great example is the Korea Rural Community Corporation's rural stay program, which promotes rural tourism by offering tourists a chance to experience rural life.

Tourists stay in traditional houses or guesthouses, engaging in agricultural activities and immersing themselves in local traditions. This program fosters sustainable and authentic experiences, supports local economies and encourages cultural exchange between urban visitors and rural communities, making rural areas attractive and economically viable as tourist destinations.

Taniah Fairbank, a master's student from the United States at Korea University, shared her insights on cultural exploration in Anseong, Gyeonggi, and Yeongju, North Gyeongsang. Reflecting on her visit to Anseong's Baodaegi festival, Fairbank said she enjoyed its acrobatic performances while noting the challenges non-Korean speakers faced.

"I liked it, but just know that there is little to no English translation provided," she said.

Taniah in Yeongju, North Gyeongsang [ANIMESH VATS]

Speaking about Yeongju, Fairbank said she had a positive experience visiting a temple and a Confucian academy.

"It was a really great place for foreigners who are interested in traditional Korean culture," she said, emphasizing the openness of workers and monks to engage with English-speaking visitors.

She particularly cherished her interaction at the temple, describing it as a rewarding experience as a foreigner exploring Korea's cultural heritage.

All of these initiatives and Korea's approach to promoting the unknown cities of Korea through third-party marketing companies are garnering a lot of attention these days.

What these third-party companies do is they recruit foreigners and tourists to go on a free trip or a budgeted trip in return for social media content on Instagram, YouTube, and TikTok. This marketing plan has proven to be very effective, and a lot of foreign tourists and influencers tend to be involved more and more in promoting the hidden rural countryside.

BY STUDENT REPORTER ANIMESH VATS [kjd.kcampus@joongang.co.kr]