Search Volume for Daejeon Represented by 'Seongsimdang' Soars on Global OTA Agoda
Interest Also Rises in Healing Destination 'Jeongseon' and Festival-Rich 'Daegu'
This year, global tourists have shown a significant increase in interest in domestic travel destinations, particularly in 'Daejeon.' Information searches have surged not only for Korea's representative tourist spots such as Seoul, Busan, and Jeju but also for various locations where visitors can enjoy local cuisine and regional festivals.
According to search data extracted from the platform of Agoda, a global online travel agency (OTA), over the past year, Daejeon recorded the highest increase in search volume among major domestic travel destinations, with a 34% rise compared to the previous year. This result is based on data as of November last year, ranking regions by the growth rate of information searches by domestic and international travelers using Agoda who showed interest in Korea’s representative tourist destinations.
In Daejeon, gourmet travel has attracted attention. Interest in the region’s famous bakery 'Sungsimdang' is overwhelmingly high, and the city boasts many charming cafes where traditional and modern cultures harmonize, making it a rising travel destination for the new year. Gangwon Jeongseon, home to luxury wellness resorts, also gained attention as a unique tourist spot offering 'healing travel,' with search volume increasing by 34% compared to the same period last year.
Daegu also saw about a 30% increase in search volume. Foreigners’ interest in the summer’s representative festival, the 'Chimaek Festival,' has grown, and the city’s distinct attractions throughout all four seasons have driven new travel demand. Additionally, Incheon, known for popular tourist spots such as Eulwangri, Wolmido, and Jeongseojin, where visitors can explore diverse foods in Chinatown and Soraepogu, experienced a 29% rise in search volume.
An Agoda representative stated, "While Seoul, Busan, and Jeju remain beloved as Korea’s representative travel destinations, travel trends seeking unique charm and different experiences to create memorable moments are spreading. It has been confirmed that Daejeon, Jeongseon, and Incheon are newly gaining attention by meeting these interests."
However, unlike the rapidly recovering demand for overseas travel after COVID-19, the declining consumer sentiment toward domestic travel remains a concern for the related industry. According to the 'Weekly Travel Behavior and Plan Survey' conducted by Consumer Insight, a travel research specialist company, surveying 500 travel consumers weekly, the proportion of respondents willing to spend on overseas travel increased steadily from 18% in 2020, when COVID-19 emerged, to 48% last year. In contrast, the willingness to spend on domestic travel peaked at 47% in 2022 after rising from 27% in 2020 but then decreased to 43% last year. When asked about their expected travel expenses for domestic or overseas travel over the next year, respondents anticipated "spending more on overseas travel and less on domestic travel."
A travel industry official commented, "With the significant rise in living costs closely related to travel, such as accommodation, food, and transportation, travelers must pay considerable expenses even for domestic trips. Coupled with consumer sentiment favoring cost-effectiveness (performance relative to price), it is expected that rather than seeking domestic travel destinations, more people will increase satisfaction through short-distance overseas travel."
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