"Tourism Renaissance" ... Geochang County Declares 2026 Year of Visiting

Impact of the New Tourism Promotion Division
Increase in Both Visitor Numbers and Tourist Spending

Geochang County in South Gyeongsang Province has declared 2026 as the "Year of Visiting Geochang" and has launched an ambitious tourism revitalization strategy with the goal of attracting 10 million tourists annually.

The county aims to make 2026 the inaugural year for a leap forward in Geochang tourism. It plans to accelerate the transition from a simple visit destination to a city where tourists stay, by expanding stay-type tourism infrastructure and enhancing four-season tourism content.

The establishment of the Tourism Promotion Division reflects the county’s intention to elevate tourism to a strategic administrative domain overseeing planning, analysis, and execution. This signifies a fundamental shift in Geochang County’s administrative perspective, viewing tourism not as an "event" but as an "industry," and as an "investment" rather than an expense.

Geochang-gun Geoboki and Sagaki. (Geochang Tourism Characters)

According to KT’s big data analysis, as of November last year, the number of tourists to Geochang County reached approximately 6.537 million, a 5.5% increase compared to the previous year. The influx of tourists was concentrated during the integrated "On Spring Festival in Geochang" held in May, as well as in October, when the Gamaksan Flower Star Tour coincided with the Chuseok holiday.

This result is attributed to the synergy between the "3 GO Program," which offered half-price travel during festival periods, and the dedicated travel agency recruitment project.

The number of visitors to the "9 Scenic Spots of Geochang," the county’s major tourist attractions connecting the east, west, south, and north, increased by 23.1% year-on-year to approximately 2.801 million. In particular, Geochang Changpowon recorded a remarkable 65% growth rate, firmly establishing itself as a leading tourist destination. This is expected to provide significant momentum for its future designation as a national garden.

The achievements in tourism have translated into tangible revitalization of the local economy. According to the Korea Tourism Data Lab, spending by external tourists within the county increased by about 6.2% year-on-year to approximately 70.59 billion won. Sales growth was especially notable in shopping and medical/wellness sectors, while the food and beverage sector, which accounts for one-third of total spending, also saw a modest increase.

Specific project outcomes also stand out. The industrial tourism initiative, a collaboration between Geochang County and Seoul Milk, achieved a consumption rate of 332% compared to its budget support, while the 3 GO Project recorded a 267% consumption rate, establishing a low-cost, high-efficiency tourism model.

The "One Month Travel" project attracted 32 teams, who stayed in Geochang for up to 29 nights, and generated 1,130 pieces of online promotional content organically. In addition, the dedicated travel agency attracted 2,577 visitors, and the incentive program for group tourists brought in 4,053 people, an 89% increase from the previous year.

These achievements and changes over the past year will carry over into the 2026 "Year of Visiting Geochang." The county has set a vision of "A place for healing in all seasons, an inspiring journey to Geochang," aiming to reach 10 million tourists annually.

Notably, the brand name "Geochanghan Nara Wellness" draws inspiration from "Alice in Wonderland," presenting a narrative in which tourists experience healing as they journey through the imaginary wellness nation of Geochang. To realize this vision, Geochang County has identified 42 interconnected projects across all departments, expanding tourism stages to include neighborhood alleys and campgrounds in towns and villages.

The operational system has also been institutionally strengthened. Geochang County enacted the "2026 Year of Visiting Geochang Operation and Support Ordinance" to provide a legal basis for project implementation and formed a steering committee to review and coordinate major policies and projects. The program will be operated through a public-private partnership structure involving tourism, youth, and civic organizations, and is designed to ensure responsibility for evaluation and feedback even after the Year of Visiting concludes. This is intended to ensure that tourism policies initiated during the Year of Visiting are sustained rather than remaining one-off events.

Key programs for the Year of Visiting include the Golden Apple Stamp Tour, Geochang Night Moonlight Tour, Good Camping Project, and "Happiness for 100,000 Won: Check-in to Geochang" (an expanded 3 GO program), among others. The county also plans to encourage actual visits through multidimensional promotions such as baseball stadium advertisements and home shopping collaborations.

Private sector participation is also a key to success. Geochang County continues to recruit supporters and participating businesses, and incorporates feedback from on-site meetings with accommodation, dining, and youth organizations into policy. The county is determined to develop tourism into an "industry" created collectively by the entire region, rather than an administration-led initiative.

County Governor Koo Inmo stated, "We will carry forward the tourism potential of Geochang, as confirmed by data, into the success of the 2026 Year of Visiting Geochang," adding, "We plan to focus our administrative capabilities so that Geochang can become Korea’s leading wellness tourism city and deliver the value of healing to all citizens."