Strengths in Low Budget and Accessibility from the Seoul Metropolitan Area
Hanwha Eagles and Hana Citizen Craze Also Key Factors
The "Bread Pilgrimage" Led by Sungsimdang
Visitors eager to buy bread are forming a long line in front of the Seongsimdang main store, a representative landmark of Daejeon. Photo by Huh Younghan
Daejeon City is experiencing a sharp increase in its share as a travel destination this year. Once known as a "boring city," Daejeon is now revitalizing its tourism industry, driven by the rising popularity of attractions such as Sungsimdang and the Hanwha Eagles.
According to Daejeon City on June 2, data released on May 28 by the consumer research agency Consumer Insight showed that Daejeon recorded the highest increase in travel share nationwide, with a 1.0 percentage point rise in the proportion of travelers compared to 2023. This is the highest growth rate among the 16 cities and provinces nationwide, excluding Sejong.
During the same period, other major cities such as Seoul (0.6 percentage points), Busan (0.3 percentage points), and Daegu (0.4 percentage points) saw only slight increases in their shares, while the shares of popular domestic travel destinations such as Jeju (-2.0 percentage points) and Gangwon (-1.4 percentage points) declined.
Consumer Insight analyzed this trend by stating, "As short-term and nearby travel trends have emerged in domestic tourism, Daejeon, which is close to the Seoul metropolitan area, has become a beneficiary destination. The city, once called a boring city, has seen the largest increase in share as baseball’s popularity has grown and places that appeal to the tastes of the MZ generation, such as famous restaurants and retro-style streets, have become more widely known."
Daejeon City also presented a similar analysis. The city attributes the growth to its accessibility from the Seoul metropolitan area for short, low-budget trips, the "bread pilgrimage" craze centered on Sungsimdang, and the rising popularity of professional sports teams such as the Hanwha Eagles and Hana Citizen.
However, the overall share still remains in the lower ranks, following Gwangju, Ulsan, and Daegu. A city official stated, "The city has been strategically promoting various marketing efforts to enhance the urban brand value and developing themed tourism products to stimulate demand as part of efforts to revitalize tourism. We will continue to expand tourism infrastructure and strengthen policies for extended-stay tourism to ensure that the current upward trend does not remain a one-time event."
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