A small county in South Gyeongsang Province is preparing for an unprecedented influx of Japanese visitors. On Oct. 16, some 1,000 Japanese tourists are set to arrive in Haman for “Japan Day,” a cultural tourism program that will showcase traditional games and regional heritage.
According to the Haman County Office, most visitors booked package tours that combine Busan and Haman, arranged by more than 30 Japanese travel agencies, including major operators JTB and HIS.
Sales began in June, and within a month around 700 spots were reserved. As of mid-September, nearly 950 bookings had been confirmed, with the target of 1,000 expected to be met with ease.
The centerpiece of the trip is the Haman Nakhwa Festival, a folk performance in which charcoal-filled paper tubes are strung on cords and lit on fire to create cascades of sparkling embers. Traced back to the 17th century, the custom was preserved by villagers in Goehang village and has been designated an intangible cultural heritage.
The program gained traction after popular Japanese travel YouTuber Kubotabi uploaded a video of the event in June. Demand quickly spread, aided by promotions from the Korea Tourism Organization’s Japan office and the Japan Association of Travel Agents (JATA).
“Initially we weren’t sure whether Japanese travelers would be interested, since Haman County was virtually unknown,” said Yamada Taiji, head of the Asia travel division at HIS. “But the response was far better than expected. There’s a clear appetite for regional festivals and limited edition experiences.”
Citizens and tourists dance to “Soda Pop” from the Netflix animated film “KPop Demon Hunters” during the 2025 Seoul Hunters Festival at Seoul Plaza, Sept. 14. Yonhap
Beyond Seoul and Busan
Despite the overall surge in Japanese visitors, Korea’s inbound tourism has remained concentrated in Seoul and Busan. Last year, 78.4 percent of international tourists visited Seoul, compared with just 16.2 percent for Busan and single-digit shares for other provinces.
In 2023, Japan regained its position as Korea’s largest source of foreign tourists for the first time in 11 years, with 2.31 million arrivals, or 21 percent of the total. But that share remains below the peak of 32 percent in 2012, while outbound Korean travelers to Japan continue to outnumber Japanese visitors to Korea.
Industry officials stress the need to diversify both geographically and demographically. While K-pop and K-dramas have attracted mainly women in their 20s and 30s, agencies say middle-aged and senior travelers hold the key to stronger growth.
“Many in their 50s and 60s have the time and resources for longer trips, and they prefer cultural experiences in less crowded areas,” said JATA official Shinya Chiba. “Developing regional tour products can both ease overtourism in Seoul and boost local economies.”
A view of Hahoe Village in Andong, North Gyeongsang Province / Courtesy of the Korea Tourism Organization
Food and culture at the core
Travel agencies are rolling out specialized itineraries to meet that demand. HIS recently launched a “World Heritage Tour” covering sites in Andong, Gyeongju and Boeun in North Chungcheong Province, while Hankyu Travel International is promoting a “Gourmet City Jeonju” tour across North Jeolla Province.
Another package, scheduled for November in Pyeongchang, will allow visitors to make kimchi and enjoy local delicacies such as pork and makgeolli (unfiltered Korean rice wine).
“Four distinct seasons and regional food specialties are Korea’s advantage,” Yamada of HIS said. “Our goal is to increase customers for non-Seoul and non-Busan products from 2 percent to 10 percent.”
The Korea Tourism Organization is also spotlighting local cuisine, from Suwon’s galbi (grilled ribs) to Chuncheon’s dakgalbi (spicy stir-fried chicken) and Gwangju’s tteokgalbi (grilled short rib patties).
A Jeonju bibimbap set, part of the “30 Culinary Delights” campaign promoting regional tourism / Courtesy of Korea Tourism Organization
“Japanese seniors are increasingly interested in health, culture and hands-on experiences,” said Kim Kwan-mi, head of the KTO’s Japan office. “That makes regional food and cultural tourism particularly appealing.”
As Haman County prepares for its landmark “Japan Day,” officials hope the sight of 1,000 Japanese visitors enjoying fireworks and traditional games will signal a broader future for Korean tourism — one that extends far beyond Seoul’s city lights.
This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by generative AI and edited by The Korea Times.
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