Tourism Policy Shift Needed to Focus on Local Spending Over Visitor Numbers

KCTI held a special session at the Grand Ballroom of the Westin Chosun Seoul on July 1 — The Korea Culture and Tourism Institute (KCTI) held a special session on "Strategies for Improving Local Tourism and Maximizing Appeal in the Era of Localism" during the 100th Korean Tourism Association International Conference on July 1 at the Westin Chosun Seoul. [Photo by Ki Soo-jung]

As South Korea approaches the milestone of 30 million foreign tourists, experts are urging a swift shift in domestic tourism policy from merely increasing visitor numbers to enhancing local stays and spending. In light of declining population and the risk of regional extinction, tourism should be redefined as a key driver of local revitalization through the lens of the "Visitor Economy."
On July 1, the Korea Culture and Tourism Institute (KCTI) hosted a special session at the 100th Korean Tourism Association International Conference in Seoul, focusing on strategies to improve local tourism and maximize appeal. This event brought together government officials, academics, and private sector experts to discuss current cultural and tourism policy issues and explore future directions as part of the "Regional Tourism Network Forum."

KCTI Director Hwang Kyo-ik and KTA President Seo Won-seok deliver welcoming remarks — (Left) Hwang Kyo-ik, Director of KCTI, and Seo Won-seok, President of the Korean Tourism Association, delivered welcoming remarks at the special session on strategies for improving local tourism and maximizing appeal. [Photo by Ki Soo-jung]

In his opening remarks, Hwang Kyo-ik emphasized that the tourism industry must create new value based on local resources amid population decline and regional extinction. He stated, "We must build a sustainable ecosystem where local residents and tourists can thrive together, rather than focusing solely on superficial growth."
Seo Won-seok echoed this sentiment, highlighting the importance of establishing a visitor economy that attracts people and jobs to the region, while calling for differentiated brand competitiveness.

Keynote presentations at the special session — (Left) Professor Kang Shin-gyeom from Chonnam National University and Deputy Researcher Son Shin-wook from KCTI deliver keynote presentations at the special session. [Photo by Ki Soo-jung]

◆ Shift in Policy Focus to Visitor Economy in the Era of Population Decline
Keynote speaker Professor Kang Shin-gyeom from Chonnam National University stressed the need for a shift in perception regarding resources, industries, and policies to strengthen regional tourism competitiveness. He argued that the tourism industry should drive the overall local economy, advocating for policies that prioritize length of stay and spending over mere visitor numbers.
Deputy Researcher Son Shin-wook from KCTI, who presented on "Current Status and Development Plans for Regional Tourism Transportation," called for practical measures to improve accessibility. He identified weak transportation infrastructure as a barrier to local tourism and emphasized the urgent need to enhance regional airports and develop integrated transportation networks to facilitate access for foreign tourists.

Panel discussion at the special session — The panel discussion at the special session held on July 1 at the Westin Chosun Seoul. [Photo by Ki Soo-jung]

◆ Competing with Differentiated Brands and Unique Content
During a panel discussion moderated by Lee Won-hee, head of KCTI's Tourism Research Division, various proposals emerged from academia and the private sector to enhance the appeal of regional tourism.
Professor Choi Kyu-wan from Kyung Hee University suggested that regions should clearly define target customers to establish differentiated brand identities, advocating for a diversified tourism product portfolio and strengthened governance. Professor Han Sang-hyun from Dong-eui University called for realistic policies to disperse tourism demand concentrated in the metropolitan area and emphasized the need to establish a self-sustaining structure that contributes to the local economy rather than relying on short-term subsidy programs.
Private sector representatives also contributed their insights.
Kim Il-a, CEO of Local Collective, argued that regional branding should focus on accumulating local memories and experiences rather than merely constructing artificial facilities. He proposed strategies to connect residents' lives and unique content as assets. Lee Woo-seok, CEO of Meokgo Nolap, suggested redefining regions as hubs for sustained relationships, presenting specific tasks for improvement, including expanding mobility, promoting culinary tourism, fostering wellness tourism, and encouraging community-led cultural tourism.
Shin Min-seok, an official from the Ministry of Culture, Sports and Tourism, attended the discussion and stated that the ministry would closely examine policy support measures to enhance the quality and attractiveness of regional tourism services based on the feedback gathered during the session.

KCTI held a special session at the 100th Korean Tourism Association Conference — KCTI held a special session at the 100th Korean Tourism Association International Conference on July 1 at the Westin Chosun Seoul. [Photo by Ki Soo-jung]

* This article has been translated by AI.