Jung Da-hyun is a reporter at The Korea Times, covering social issues in Korea, including foreign residents, education, environment and politics. Driven by a deep interest in people’s stories, she focuses on investigative and feature reporting through direct interviews and field coverage. She received the Amnesty International Korea Media Award for her “Deepfake Crisis at Schools” series. Reach her at dahyun08@koreatimes.co.kr. Always open to hearing your stories.
INTERVIEW South Jeolla Province launches global tourism, culture festival to attract int'l visitors
South Jeolla Province Gov. Kim Yung-rok gives a congratulatory speech during a proclamation ceremony of the 2024-2026 Jeonnam Global Tourism and Culture Festival in Seoul, June 17. Korea Times photo by Shim Hyun-chul
By Jung Da-hyun
Province possesses Korea's traditional and unique tourism resources: governor
South Jeolla Province is set to launch the 2024-2026 Jeonnam Global Tourism and Culture Festival, a long-term initiative to promote and globalize the region's unique cultural heritage.
"The festival will showcase the distinct colors and characteristics of the province, highlighting its rich traditions and attracting a global audience," South Jeolla Province Gov. Kim Yung-rok told The Korea Times in a written interview.
Under the theme "Jeonnam Tourism, Meet for Deep Korea," South Jeolla Province has outlined five key areas to showcase its unique tourism assets to both domestic and international visitors. They include the region's vibrant festivals, traditional cuisine dubbed "Namdo food," wellness experiences, K-culture and the charm of its agricultural, mountain and fishing villages.
Kim emphasized the province's strong appeal, citing its commitment to preserving and showcasing traditional resources and beauty of the region, which are highly sought after by international visitors.
"Foreign tourists are drawn to experiences that immerse them in the traditions and unique atmosphere of a region these days. South Jeolla Province is dedicated to showcasing attractions that highlight Korea's beauty and cultural identity, with the goal of becoming a global tourism hub," he said.
The province previously launched the Visit Jeollanamdo Year 2022-2023 initiative to rejuvenate the local tourism industry, which was severely hurt by the COVID-19 pandemic, and to meet the anticipated surge in post-pandemic tourism demand.
Building on this effort, the 2024-2026 Jeonnam Global Tourism and Culture Festival aims to boost regional tourism by integrating local resources into five key areas. This new initiative focuses on attracting foreign tourists through active international exchanges and robust global marketing campaigns.
Jangheung County's Water Festival / Courtesy of South Jeolla Provincial Government
As for festivals, South Jeolla Province will elevate local festivals to global events in collaboration with international counterparts.
Each year, the province will select two local festivals to pair with renowned overseas events. The initiative will kick off with exchanges between Janheung County's Water Festival and Thailand's Songkran, as well as between Hampyeong County's Grand Chrysanthemum Festival and Vietnam's Dalat Flower Festival.
"We also plan to organize an exchange event between our Dulle-gil, a scenic trekking course showcasing beautiful mountains and seas, and other famous trekking routes worldwide," Kim added.
In the culinary part, South Jeolla Province is preparing various events to establish itself as a premier gourmet destination, leveraging its rich food heritage.
The 30th International Namdo Food Culture Festival will be held in Mokpo this September, celebrating the province's reputation as the birthplace of K-food. Additionally, the province is preparing to host the 2024 Namdo Liquor Festa later this year, aiming to boost the recognition and competitiveness of its premium liquors.
Furthermore, the 2025 Namdo International Food Industry Fair is set to position South Jeolla Province at the forefront of the global gastronomic trend.
The event will introduce the province's rich culinary heritage as the origin of K-food to an international audience while also focusing on supporting related industries such as food production, equipment and technology.
"Through this fair, we aim to enhance international recognition of our local cuisine and make every effort to establish the region as a leading global center for the K-food industry," Kim emphasized.
Temple stay program at Daeheung Temple in Haenam County, South Jeolla Province / Courtesy of South Jeolla Provincial Government
In the wellness sector, the province aims to capture the global meditation market by offering temple stays and temple food experiences at local temples in South Jeolla Province.
It will also host a forest and marine therapy week, utilizing its natural forest parks and marine therapy centers. These initiatives are part of a broader effort to create unique healing tourism programs and advance the wellness industry in the region.
Traditional and cultural assets, including historic houses, UNESCO World Heritage sites and traditional music, will be spotlighted as part of its K-culture promotion.
"We will hold a World Heritage Festival to share the value of UNESCO's World Heritage with domestic and foreign tourists," Kim said.
A historic house located in South Jeolla Province / Courtesy of South Jeolla Provincial Government
The province will also launch the Namdo Sori Tour, combining traditional music performances with nearby tourist attractions.
Additionally, the 2025 Jeonnam International SUMUK Biennale, showcasing Korean ink paintings known for their unique aesthetic, is scheduled for October next year. Kim anticipates that the profound impact of these traditional ink paintings will resonate strongly with international visitors.
To promote its agricultural, mountain and fishing villages, South Jeolla Province is developing a range of tourism products that highlight the region's natural beauty and cultural richness. These include tours of gardens, with rest and cultural exploration programs planned in 26 private gardens and four designated "slow cities,"
The villages will focus on offering tourism experiences that capture the region's rural, romantic charm. This will be achieved through various local activities and stays in guest houses.
"South Jeolla Province is full of attractive cultural and tourism resources. However, previous promotions were limited as they were conducted through individual festivals and attractions, which constrained our ability to attract foreign tourists and gain international recognition," Kim said.
"With the integrated branding of this three-year festival, we aim to significantly elevate the region's profile in the global tourism market by enhancing the effectiveness of our promotional marketing."