Ulleung County Holds “Tourism Innovation and Winter Coexistence Strategy Meeting” to Restore Tourism Trust and Overcome Off-Season Slump

Overcoming the "Fatty Pork Belly" Controversy:
Seeking Innovation for Trust and Longer Stays
From "Fair Tourism Certification" to Winter Pass and Price Stabilization:
Comprehensive Solutions Proposed

North Gyeongsang Province’s Ulleung County held the “Tourism Innovation and Winter Coexistence Strategy Meeting” on July 30 in the county office’s main conference room, aiming to address recent controversies over tourism services and the local economic downturn during the off-peak season.

Ulleung County Tourism Innovation Winter Win-Win Strategy Meeting. Provided by Ulleung County

About 25 participants attended the meeting, including the deputy governor, key county officials, tourism industry representatives, and tourism experts. They engaged in in-depth discussions on a range of topics, such as diagnosing the current status and problems of Ulleung County’s tourism, concrete solutions, and strategies to revitalize winter tourism led by local residents.

In particular, participants shared recent negative tourism indicators, including a decline in tourism credibility, a decrease in visitor numbers, and shorter stays, all of which have been exacerbated by the recent online controversy over “fatty pork belly.” They analyzed that these trends have resulted from a combination of factors: rising prices, insufficient service quality, weak transportation and accommodation infrastructure, and a lack of hospitality.

Experts proposed several immediately applicable measures for restoring trust and revitalizing the tourism industry. These included introducing a “Fair Tourism Check-in Certification System” for lodging and dining establishments, strengthening customized hospitality and service training, establishing a real-time tourism feedback system, and operating an online review disclosure platform.

Additionally, the meeting addressed mid- to long-term development strategies to boost winter tourism. These included support policies such as a “Winter Pass,” reducing transportation costs, stabilizing prices through joint purchasing of daily necessities, developing differentiated accommodation products such as guesthouses and village stays, improving the local public transportation system, and expanding experience-based and local-centered tourism content.

An Ulleung County official stated, “This meeting will serve as a starting point for active innovation in tourism services and the development of resident-led tourism businesses. The administration, industry, and local community will work together to make Ulleungdo a trustworthy destination that visitors want to return to.”

Ulleung County plans to swiftly incorporate the opinions discussed at the meeting into policy and pursue effective tourism innovation.