Jeonju City Wins PATA Gold Award for "Best Travel Video"

Accelerating the Rise of Jeonju as a World-Class Cultural and Tourism City

Jeonju City in North Jeolla Province has won the 2025 PATA (Pacific Asia Travel Association) Gold Award in the marketing category for "Best Travel Video" with its promotional tourism video featuring "Jeonju Rhapsody," a piece composed and dedicated to the city by Steve Barakatt.

The promotional tourism video using "Jeonju Rhapsody" won the 2025 PATA Gold Award in the marketing category for "Best Travel Video." Provided by Jeonju City

According to the city on July 18, the Pacific Asia Travel Association is the largest tourism cooperation organization in the Asia-Pacific region, with over 650 member organizations, including government agencies, tourism boards, airlines, and companies from more than 80 countries.

The "PATA Gold Awards" are prestigious honors in the tourism industry, organized by the Pacific Asia Travel Association. Each year, outstanding projects in various fields are selected through the Gold Awards.

The award-winning "Jeonju Rhapsody" tourism promotional video was produced in close collaboration with the Jeonbuk branch of the Korea Tourism Organization. Blending the melodic beauty of Steve Barakatt's composition with Jeonju's unique charm and modern appeal, the video received high praise from the judging panel.

Previously, world-renowned Canadian pianist and composer Steve Barakatt composed "Jeonju Rhapsody" and dedicated it to Jeonju City after being inspired by his visit to Jeonju last year, in celebration of the "2024-2025 Korea-Canada Year of Mutual Cultural Exchange."

The city utilized this piece to create a tourism promotional video, beautifully capturing major attractions such as Deokjin Park (Yeonhwajeong Library), Jeonju Hanok Village, Jeonju Hyanggyo, and Hanbyeok Tunnel, as well as harmoniously showcasing Jeonju's traditional culture and modern sensibility.

With this PATA Gold Award, the city aims to further amplify the impact of the "Jeonju Rhapsody" tourism promotional video and focus on promoting the diverse appeal of Jeonju, the center of K-culture, to the world through collaboration with various organizations, including the Korea Tourism Organization.

Oh Choongseop, head of the Jeonbuk branch of the Korea Tourism Organization, said, "I am delighted that we produced a high-quality video capturing the charm of Jeonju together with the city and received an international award. We will continue to actively cooperate with Jeonju City in developing promotional content utilizing Jeonju's diverse tourism resources to contribute to the revitalization of local tourism."

No Eunyeong, Director of the Culture, Sports and Tourism Bureau, stated, "It is a great honor that the synergy between world-renowned pianist Steve Barakatt's dedicated piece and our cooperation with the Jeonbuk branch of the Korea Tourism Organization led to this video being recognized as the best at an international tourism awards ceremony. Building on this award, we will make even greater use of 'Jeonju Rhapsody' and the promotional video to accelerate Jeonju's rise as a world-class cultural tourism city."

Meanwhile, the "2025 PATA Gold Awards Ceremony" is scheduled to take place on August 27 in Bangkok, Thailand, during the "PATA Travel Mart 2025" event.