From ‘King’s Warden’ tragedy to Busan’s K-pop fever, regional tourism drives new growth
Visitors tour Yeongwol County’s booth during the Korea Travel Expo at Coex Magok in Seoul, Thursday. Korea Times photo by Baek Byung-yeul
This year’s Korea Travel Expo opened its doors Thursday, showcasing a dynamic shift in domestic tourism where cinematic history and record-breaking global appeal are breathing new life into regional tourism.
From Yeongwol County’s independent debut fueled by the box-office hit movie, "The King’s Warden," to Busan’s celebration of surpassing 3 million international visitors, this year’s expo highlights how diverse regional identities are becoming the nation's strongest travel assets.
Under the theme "Travel beyond Daily Life, Travel Stays in Regions," the 23rd edition of the expo features 385 booths from 160 government institutions and tourism-related companies.
The four-day event, co-hosted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Association, serves as a launch pad to distribute concentrated tourism demand from the capital to the nation’s hidden corners.
"The Korea Travel Expo is a representative event that showcases the new possibilities of domestic travel," Vice Culture Minister Kim Dae-hyun said during the opening ceremony. "Through this expo, we expect a virtuous cycle where citizens can travel more easily in their daily lives, thereby helping local regions thrive."
A standout participant at this year's expo is Yeongwol County in Gangwon Province, which established its own independent booth for the first time.
In previous years, the county typically participated as part of a joint exhibition under Gangwon Province, but Yeongwol decided to open its own booth with the movie, "The King's Warden," pulling in a lot of interest to the region lately.
The film, which recently surpassed 13 million ticket sales, depicts the tragic exile of King Danjong (1441-1457) of the Joseon Dynasty (1392-1910) to the remote mountains of Yeongwol. The officials said the movie has transformed the county from a quiet historical site into a must-visit destination for movie fans.
"Next year marks the 60th anniversary of the Danjong Culture Festival, and we decided to open an independent booth for the first time this year to better engage with the surging number of visitors," an official at the Yeongwol booth said. "The response from the public has been overwhelming, and we believe much of this enthusiasm is a direct result of the movie’s impact."
Visitors participate in a prize event at Busan’s booth during the Korea Travel Expo at Coex Magok in Seoul, Thursday. Korea Times photo by Baek Byung-yeul
While Yeongwol leveraged its historical narrative, the southern port city of Busan showcased its prowess as a global tourism powerhouse. The city, which has seen a surge in travelers from markets like Taiwan, is promoting exclusive two-day itineraries at its booth.
According to the Busan Metropolitan City, the number of international tourists visiting the city exceeded 3.64 million last year, the first time this figure surpassed an earlier milestone of 3 million foreign visitors. This momentum is expected to continue this year, especially with K-pop superstar BTS scheduled to perform in the city this June.
"Busan reached a historic milestone last year, and this year we are focusing on promoting efficient travel courses that allow visitors to experience the essence of the city even in a short stay," an official at the Busan booth said.
"With our unique blend of natural coastal beauty, convenient transportation and vibrant urban culture, we confidently claim Busan as the top domestic travel destination," the official added.
The expo also features various specialized zones designed to bridge the gap between information and actual travel consumption.
The Island Pavilion highlights the untapped potential of Korea's maritime resources, while the Local Market at Magok Square provides a platform for small regional businesses to sell local specialties directly to visitors.
To further support the tourism ecosystem, the ministry is hosting a regional balanced development conference alongside the expo. This will allow local governments and industry experts to coordinate efforts on sustainable tourism products that can ensure that "The King's Warden" craze or K-pop fever leads to long-term economic benefits for local residents.