As of November, 143.64 Million Visitors... Up 3.1% Year-on-Year
Gangwon Province Aims for "200 Million Visitors Era" by 2026
Expanding Local Spending and Encouraging Repeat Visits Through Tangible Benefits
The Gangwon Provincial Government Global Headquarters (headed by Son Changhwan) announced on December 16 that, as a result of the "2025-2026 Visit Gangwon Years" initiative, the number of visitors as of the end of November 2025 reached 143.64 million, an increase of 4.3 million (3.1%) compared to the previous year, marking a tangible achievement.
Since the proclamation of the "2025-2026 Visit Gangwon Years" on November 25, 2024, the province has focused on promoting Gangwon’s appeal and developing and operating a variety of specialized content to attract visitors.
Each month, two cities or counties were selected and promoted as "Recommended Destinations of the Month." In connection with this, the "Gangwon Tourism Accommodation Festival" provided accommodation discount vouchers, attracting around 20,000 guests. Additionally, the "Gangwon Tourism Challenge," designed to boost interest in visiting, saw about 15,000 people participate by verifying their visits and consumption.
In June, to mark the second anniversary of the launch of the special self-governing province, a leisure ticket discount event was held, resulting in a total of 1,426 transactions and an actual payment amount of 40,819,000 won.
Furthermore, to maximize the impact of the Visit Gangwon Years, a joint promotional video was produced with the Korea Tourism Organization, achieving 1.13 million views. Various promotional activities were also carried out, including street campaigns at Bujeon Station and Seoul Station and the operation of promotional booths in connection with various events.
Through these efforts, Gangwon has maintained a dominant lead in various indicators, including ranking first in the Korean Chamber of Commerce and Industry’s "2025 Summer Vacation Destinations Preferred by Office Workers" survey. Last summer, 8.65 million people visited Gangwon’s beaches, an increase of 875,000 (11.3%) compared to the previous year, setting a record for the highest number of visitors since the COVID-19 endemic, thereby demonstrating the effectiveness of the province’s initiatives.
To continue this upward trend, the province plans to launch new projects in 2026, strengthening tangible visitor benefits and intensifying targeted promotional strategies in the Seoul metropolitan area.
Notably, visitors who verify their accommodation and consumption receipts are provided with Gangwon gift certificates, encouraging local spending and repeat visits.
Additionally, based on an integrated branding system for all 18 cities and counties, pop-up stores are being operated in densely populated areas of the Seoul metropolitan area to enhance Gangwon’s brand value.
Moreover, through close cooperation with the Gangwon Tourism Foundation and local governments, the province plans to further increase the effectiveness of the Visit Gangwon Years initiative.
Son Changhwan, Head of the Global Headquarters, stated, "Despite difficult conditions such as a slump in tourism consumption and increasing demand for overseas travel, the first year of the Visit Gangwon Years has achieved meaningful results. In 2026, we will do our utmost to build on this foundation and usher in an era of 200 million visitors."
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