Published on
December 17, 2025
The South Korea–Japan Tourism Promotion Council has entered a new phase of collaboration, reaffirming its commitment to strengthening bilateral tourism ties between the two countries. During their annual meeting, both South Korea and Japan discussed strategic approaches to promote tourism beyond the primary gateway cities, focusing on expanding travel opportunities to regional destinations and secondary towns.
The meeting, which highlighted the growing importance of local tourism experiences, sought to develop ways to diversify tourism offerings and enhance the flow of visitors between both nations. This renewed partnership underscores the mutual interest in boosting tourism in South Korea and Japan through more accessible travel options and an emphasis on cultural diversity.
Expanding Beyond Primary Cities: Promoting Regional and Secondary Destinations
Traditionally, the majority of tourism between South Korea and Japan has centered around the primary cities: Seoul, Busan, Tokyo, and Osaka. While these major urban centers remain key attractions for travelers, both nations are now focusing on spreading the benefits of tourism to secondary towns and regional destinations. This shift aims to reduce overcrowding in popular tourist areas and provide visitors with a more authentic and enriching experience in lesser-known parts of both countries.
In South Korea, destinations such as Gyeongju, Jeonju, and Suwon are seeing increased promotion. These cities, rich in history, culture, and traditional architecture, offer an alternative to Seoul’s fast-paced urban environment. Gyeongju, known for its ancient tombs and Bulguksa Temple, is often referred to as the “museum without walls” and provides a glimpse into Korea’s ancient history. Jeonju, famous for its traditional Hanok village and rich food culture, is also becoming increasingly popular with international tourists seeking an immersive cultural experience.
Similarly, in Japan, regional destinations such as Hokkaido, Kyushu, and Shikoku are gaining attention. Hokkaido, with its beautiful national parks and ski resorts, offers outdoor adventures that contrast with the urban culture of Tokyo and Kyoto. Kyushu is renowned for its volcanic landscape, hot springs, and historic sites, including Kumamoto Castle. In Shikoku, visitors can explore traditional temples along the 88-temple pilgrimage route, immersing themselves in Japan’s spiritual heritage.
Both countries recognize that encouraging travel to these regional and secondary destinations will not only provide tourists with a more diverse range of experiences but also support local economies. This expansion of tourism will help spread the economic benefits of travel to areas that traditionally see fewer visitors, providing much-needed support to these communities.
Fostering Sustainable and Locally Rooted Tourism
At the heart of the new strategies discussed by the South Korea–Japan Tourism Promotion Council is a focus on sustainable tourism and promoting experiences that are deeply rooted in the local cultures of both countries. By focusing on smaller towns and regions, the two nations aim to offer more authentic travel experiences that highlight local traditions, crafts, and foods, while encouraging responsible travel practices.
Both countries have committed to developing tourism products that showcase local experiences, such as traditional cooking classes, craft workshops, and guided cultural tours. These experiences not only provide tourists with a deeper understanding of each destination’s culture but also contribute to the preservation of these traditions. Additionally, the emphasis on sustainable tourism ensures that the regions remain attractive to future generations of travelers, maintaining their environmental integrity.
Boosting Air Connectivity and Tourism Infrastructure
The meeting also addressed the importance of improving air connectivity and tourism infrastructure to make travel between South Korea and Japan more accessible. With direct flights already available between major cities, the next step is to expand connectivity to regional airports and smaller towns. Increased transportation options, such as budget airlines and high-speed rail services, will help facilitate travel to these newly promoted destinations.
For example, regional airports in Daegu, Gwangju, and Jeju in South Korea, as well as Hiroshima, Fukuoka, and Kagoshima in Japan, are expected to play a crucial role in encouraging travel to less-visited areas. As accessibility improves, tourists will have more opportunities to explore the diverse landscapes and cultures that South Korea and Japan have to offer.
Creating Collaborative Tourism Campaigns
In addition to infrastructure and connectivity, both countries are exploring collaborative marketing campaigns aimed at attracting tourists from both South Korea and Japan. By promoting travel between the two countries, they hope to build stronger cultural ties and increase awareness of lesser-known destinations. These campaigns will focus on joint packages that combine the best of both nations, offering tourists an easy and affordable way to experience multiple destinations in one trip.
Additionally, the two countries plan to launch joint tourism initiatives that highlight the cultural similarities between South Korea and Japan, including shared culinary traditions, art exhibitions, and traditional festivals. These efforts aim to encourage tourists to visit both countries as part of a broader East Asian cultural experience.
Looking Ahead: The Future of South Korea and Japan’s Tourism Partnership
The tourism cooperation between South Korea and Japan is entering an exciting new phase, with a focus on regional growth and sustainable practices. As more travelers seek authentic and off-the-beaten-path experiences, the push to develop secondary destinations and locally-rooted activities offers a promising future for tourism in both countries.
By increasing connectivity, fostering collaboration, and promoting sustainable tourism, South Korea and Japan aim to continue their tourism growth and ensure that travelers can enjoy a wider variety of experiences. As the tourism landscape in East Asia evolves, this bilateral partnership will play a key role in shaping the future of tourism in the region.
Conclusion: Expanding Horizons for Tourists
The expansion of tourism initiatives between South Korea and Japan offers travelers new opportunities to explore both countries in a deeper, more meaningful way. By promoting regional destinations, improving infrastructure, and focusing on sustainable tourism, the two nations are paving the way for a more enriching travel experience for visitors from both countries and around the world.
