Travel
Gyeongnam in South Korea launches “Seomjin River Stay” initiative to develop multi-region tourism brand
Haps Magazine Korea
February 9, 2026
(Photo by Gyeongnam Province/courtesy of Haps Magazine Korea)
Gyeongnam province has begun full-scale efforts to develop the “Seomjin River Stay” program as part of its broader Southern Region Tourism Development Promotion Project.
The initiative focuses on linking four areas along the Seomjin River, including Hadong County, Gwangyang City, Gokseong County, and Gurye County, to create a unified, stay-oriented tourism destination and shared regional brand.
The goal is to encourage longer visits by offering integrated travel products that highlight the river’s natural landscape, local culture, and surrounding communities.
The project will run from 2024 through 2033 with a total budget of 8.6 billion won, including 1.064 billion won allocated for this year’s programs.
Last year’s efforts included establishing an implementation plan, promoting the destination through international media partnerships, and organizing familiarization tours for international students.
This year, the province plans to expand promotion and visitor access by launching a pilot circular tour bus connecting destinations along the Seomjin River, operating specialized Seomjin River Stay travel packages, and producing new marketing content to strengthen the regional tourism brand.
Earlier this month, a briefing session hosted by the Jeonnam Tourism Foundation brought together representatives from both Gyeongsangnam-do and Jeollanam-do, along with the four participating local governments, to coordinate next steps and implementation strategies for the project.