"End of Quick Stopover Island Trips"... Jeonnam Bets on "Stay-Type Island Tourism" in 2026

Rebate of up to 100,000 won when spending 200,000 won
Eight wellness themes linked with the World Island Expo
A testbed for turning islands into places to stay and revisit

South Jeolla Province has launched sweeping changes to island tourism this year. The photo shows Banwolbakji-do in Sogok-ri, Sinan. Photo courtesy of South Jeolla Province.

Jeollanam-do has declared 2026 as the "Year of Visiting Jeonnam’s Islands" and has begun overhauling its island tourism. The province aims to move away from "stopover-style tourism," where visitors just take photos and leave, and shift toward "stay-type tourism," where people stay longer and return again. The key is to bundle walking, hands-on activities, accommodation, and food into a single experience to increase both spending and length of stay on the islands.

To achieve this, Jeollanam-do has put "WELLNESS" at the forefront. It has set eight themes: Wave Healing (healing), Eco-tainment (environment), Localism (local), Luxury Lifestyle (luxury), Nutrition (gourmet), Experience (hands-on activities), Slowcation (vacation), and Sharing&Social (sharing).

The strategy is to select a flagship island for each theme and develop specialized travel products to disperse and guide tourists across different destinations.

The most eye-catching initiative is the "Half-Price Island Trip." The province is reviewing a plan to reimburse 50% of travel expenses, up to 100,000 won per person, in local currency when a visitor spends 200,000 won or more on ferry fares, accommodation, and experience programs.

The intent is not a simple discount event, but to encourage longer stays and keep spending circulating within the local economy. This structure reduces the cost burden for tourists while securing tangible sales for local businesses.

Jeollanam-do plans to focus on ensuring diversity in island tourism, rather than standardizing it into a single, uniform format.

First, Yeosu City is the starting point for island tourism. Islands such as Odong-do, Geumo-do, and Geomun-do boast excellent accessibility thanks to the city’s accommodation and transportation infrastructure. In particular, the Geomun-do and Baekdo area is regarded as a stay-type destination where the rugged scenery of the South Sea is combined with a rich historical background.

Sinan County is a representative example of turning the islands themselves into a brand. Banwol-do Purple Island drew global attention with color alone, while Heuksan-do, Hong-do, and Gageo-do are symbolic spaces where nature and the narratives of everyday life are intertwined. The focus is shifting from mere "sightseeing" to "experience"-centered tourism.

Scenic view of Cheongsando in Wando. Provided by Jeonnam Province

Cheongsando in Wando County is a symbol of "slowness." Its Slow Walking Trail, stone wall paths, and guesthouses run by local residents encourage tourists to "stay one more night." Jeollanam-do plans to expand this kind of healing-focused content and make it a pillar of its wellness tourism.

Jeollanam-do will also expand the "Seomseom Georeullae" (Island-to-Island Walking) program, in which local residents themselves serve as guides. The idea is to encourage tourists to use village guesthouses and restaurants so that the profits do not leak out of the community.

In addition, the province will introduce the "K-Island Charity Run," under which a portion of the participation fee is returned to resident welfare when participants walk or run along island coastal trails. This is an attempt to expand tourism from simple consumption into the realm of "sharing."

Choi Youngjoo, Director General of Tourism and Sports at Jeollanam-do, said, "We hope that, taking this Year of Visiting Jeonnam’s Islands as an opportunity, more tourists will visit Jeonnam’s islands, fully experience each island’s unique nature and culture, and remember their trip as one where they stayed and enjoyed the relaxed daily life of the islands," adding, "We will carefully examine overall tourism reception conditions so that visitors will want to return to the islands, and we will do our utmost to warmly welcome tourists."

Meanwhile, Jeollanam-do plans to leverage the 2026 Yeosu World Island Expo to raise international interest. The province will review its readiness in areas such as transportation, accommodation, safety, and sanitation, and work to improve convenience for both domestic and international visitors.