The Korean government is actively promoting regional tourism as part of its broader strategy to diversify visitor experiences and stimulate local economies. This initiative follows the recent National Tourism Strategy Meeting, which emphasized the importance of leveraging unique regional cultures for tourism growth. First Lady Kim Hye-kyung’s visit to Haenyeo Kitchen Singapore, a venue showcasing Jeju’s haenyeo (female diver) culture and cuisine, was organized to directly observe and communicate the potential of regional tourism in overseas markets. The event aimed to reinforce the policy direction of expanding tourism beyond Korea’s urban centers and fostering deeper cultural exchanges.
The policy impacts a range of stakeholders, including local governments, tourism industry professionals, and international visitors. Haenyeo Kitchen, which operates two locations in Jeju and launched its Singapore branch in December 2023, serves as a model for exporting regional cultural content. The event featured performances and traditional Jeju foods, engaging Singaporean influencers, travel agency managers, hotel representatives, and local government officials. Discussions focused on improving accessibility, promoting regional festivals, and enhancing the visibility of lesser-known destinations.
Implementation began with the Singapore branch opening and was reinforced by the First Lady’s March 2, 2026 visit, which included a roundtable titled ‘Local is Global: The Start of New Korean Tourism.’ Participants shared insights on expanding tourism offerings, addressing challenges such as transportation and language barriers, and developing experiential content. The policy encourages collaboration between hotels, local governments, and businesses to create sustainable tourism models that benefit both visitors and local communities.
Frequently asked questions include: What is the significance of Haenyeo Kitchen’s overseas expansion? It demonstrates how regional cultural assets can be transformed into global tourism resources, offering immersive experiences. How will Korean tourism adapt to growing international demand? By improving accessibility, diversifying content, and strengthening promotional efforts, Korea aims to attract more foreign visitors to its regions. The policy also highlights the importance of stakeholder collaboration and ongoing support for cultural outreach.
Metaqsol opinion: The Korean government’s regional tourism strategy, highlighted by the Haenyeo Kitchen Singapore event, demonstrates a practical approach to globalizing local cultural assets. By showcasing Jeju’s haenyeo culture and engaging international stakeholders, Korea is expanding its tourism offerings beyond urban centers. The policy’s focus on accessibility, experiential content, and stakeholder collaboration is well-grounded and likely to foster sustainable growth. Ongoing support and targeted promotion will be crucial for maximizing the impact of these initiatives.