"With Corona, Safe Travel" Slow Road Navigation 'Slow Road' Campaign Underway

Jeju Island - Jeju Tourism Organization - T map - Cheil Worldwide, Public-Private Collaboration Pilot Project Operation
Guidance for 50 Detour Routes Connecting 7 Major Areas Including Jeju Airport, Jungmun, Seogwipo
Additional Stops Reflecting Jeju Tourism Data...Providing Diverse Experiences for Jeju Travel
Dispersing Tourists, Ensuring Safe Travel... "Expected Balanced Regional Economic Development Effect in Jeju Island"

Slow road navigation 'Slow Road' usage screen image.

[Asia Economy Reporter Yuri Kim] Instead of taking the fastest route to the destination, a 'slow road navigation service' that passes through various travel spots has been launched.

Cheil Worldwide announced on the 31st that it will pilot the 'Slow Road' campaign, which provides a slow road navigation service, in collaboration with Jeju Island, Jeju Tourism Organization, and T Map Mobility.

This project breaks the stereotype of 'navigation = fastest route guidance' and was created to help ensure safe travel by dispersing tourists amid the surge in overseas travel demand toward Jeju Island due to COVID-19. Through this, travelers can experience the diverse charms of Jeju Island.

The 'Slow Road' service, first introduced as an open beta version, is available through the T Map application and Jeju's official tourism portal 'Visit Jeju' site. This open beta service, targeting Android device users, can be accessed by searching for T Map on the Google Play Store and clicking 'Join Beta Test' to update the app.

The 'Slow Road' service offers 50 routes connecting seven regions within Jeju Island, including Jeju Airport, Jungmun, Seogwipo, and Seongsan. When travelers select a route, T Map guides them accordingly. The most distinctive feature of the 50 'Slow Road' routes is that they are detours passing through between 5 and 11 locations depending on the route. The waypoints, selected based on tourism data from Jeju Provincial Government and Jeju Tourism Organization, include not only well-known tourist attractions but also hidden beautiful spots throughout Jeju.

For example, when traveling from Jeju Airport to Seongsan Ilchulbong, navigation typically recommends the fastest route via Route 97 (Beonyeong-ro) and National Road 1119 (Seoseong-ro). However, 'Slow Road' guides travelers along a route passing through places like Achimmiso Ranch, Halla Ecological Forest, and Andol Oreum. Cheil Worldwide explained, "Although this route takes about 40 minutes longer than the fastest path, it disperses travelers across various destinations within Jeju and offers them the opportunity to explore new places."

For this project, Jeju Island, Jeju Tourism Organization, T Map Mobility, and Cheil Worldwide signed a 'Business Partnership Agreement (MOU) for Revitalizing Jeju's Tourism Industry' in November last year. Based on diverse user feedback collected during the open beta period, the official version of the 'Slow Road' campaign is scheduled to be launched in the first half of the year.

A representative from Jeju Tourism Organization said, "Through Slow Road, we aim to disperse tourists to various locations in Jeju to ensure safe travel and further hope that the regional economy of Jeju develops in a balanced way."