Capitalizing on summit, Seoul seeks to draw Japanese tourists to historic enclave

President Lee Jae Myung and Japanese Prime Minister Takaichi Sanae watch a "Seonyu Julbul Nori" traditional fireworks performance at Hahoe Folk Village in Andong, North Gyeongsang Province, Tuesday. Yonhap

Following a high-profile bilateral summit between the leaders of Korea and Japan in Andong, the Ministry of Culture, Sports and Tourism announced Wednesday a comprehensive marketing campaign designed to transform the historic city in southeastern Korea into a premier destination for Japanese travelers.

The initiative aims to capitalize on the diplomatic spotlight to boost regional tourism and expand travel exchanges between the two nations.

Andong, located in North Gyeongsang Province, is widely regarded as the cradle of Korean Confucian traditions. It boasts four UNESCO World Heritage sites, including the historic Hahoe Folk Village. The city features centuries-old cultural staples like the "Hahoe Seonju Julbulnori" — a traditional fireworks performance — and regional culinary delicacies like Andong "jjimdak," a braised chicken dish. Despite its cultural pedigree, Andong welcomed only about 16,000 Japanese visitors last year out of 265,000 total foreign arrivals, a metric the government is eager to change.

Under the new plan, Korean authorities are partnering with the Japan Association of Travel Agents to feature Andong in a curated list of the top 30 small Korean cities for international promotion. Starting in late May, prominent Japanese travel agencies — including HIS, Hankyu Travel and Yomiuri Travel — will begin selling dedicated travel packages structured around the summit itinerary and the city's autumn fireworks festivals.

The marketing blitz will expand into mainstream Japanese media next month. Feature articles and promotional campaigns will run in major newspapers like The Asahi Shimbun and The Nishinippon Shimbun, complemented by travel segments on networks like TV Asahi and TBS. On the digital front, online booking platforms will offer targeted promotions syncing regional flights into Daegu International Airport with curated Andong excursions.

“This summit has offered an ideal window to showcase Andong’s traditional architecture, gastronomy and cultural heritage to the Japanese market,” Minister of Culture, Sports and Tourism Chae Hwi-young said.

This article was published with the assistance of generative AI and edited by The Korea Times.