A small county in South Gyeongsang Province is preparing to welcome an unprecedented number of Japanese visitors as travel agencies shift their focus toward middle-aged travelers seeking authentic cultural experiences. Haman County is set to host approximately 1,000 Japanese tourists on October 16 for a special Japan Day cultural tourism program that will showcase traditional games and regional heritage.

According to the Haman County Office, the majority of visitors have booked package tours that combine visits to both Busan and Haman, arranged through more than 30 Japanese travel agencies including major operators JTB and HIS. Sales for these tours began in June, and within just one month, around 700 spots were already reserved. By mid-September, nearly 950 bookings had been confirmed, with organizers expecting to easily meet their target of 1,000 visitors.

The main attraction drawing these tourists is the Haman Nakhwa Festival, a spectacular folk performance featuring charcoal-filled paper tubes strung on cords and set on fire to create cascading displays of sparkling embers. This traditional custom dates back to the 17th century and was carefully preserved by villagers in Goehang village. The practice has since been officially designated as an intangible cultural heritage, highlighting its cultural significance.

The program gained significant momentum after popular Japanese travel YouTuber Kubotabi uploaded a video showcasing the festival in June. Demand quickly spread across Japan, further boosted by promotional efforts from the Korea Tourism Organization's Japan office and the Japan Association of Travel Agents (JATA). "Initially we weren't sure whether Japanese travelers would be interested, since Haman County was virtually unknown," said Yamada Taiji, head of the Asia travel division at HIS. "But the response was far better than expected. There's a clear appetite for regional festivals and limited edition experiences."

Despite the overall surge in Japanese visitors to Korea, the country's inbound tourism has remained heavily concentrated in Seoul and Busan. Last year, a staggering 78.4 percent of international tourists visited Seoul, compared with just 16.2 percent for Busan and single-digit percentages for other provinces. This concentration has created challenges for regional tourism development and has led to overtourism concerns in major cities.

In 2023, Japan regained its position as Korea's largest source of foreign tourists for the first time in 11 years, with 2.31 million arrivals representing 21 percent of total international visitors. However, this share remains significantly below the peak of 32 percent recorded in 2012, while outbound Korean travelers to Japan continue to outnumber Japanese visitors to Korea.

Industry officials emphasize the urgent need to diversify both geographically and demographically. While K-pop and K-dramas have successfully attracted mainly women in their 20s and 30s, travel agencies believe that middle-aged and senior travelers hold the key to stronger and more sustainable growth. "Many in their 50s and 60s have the time and resources for longer trips, and they prefer cultural experiences in less crowded areas," explained JATA official Shinya Chiba. "Developing regional tour products can both ease overtourism in Seoul and boost local economies."

Travel agencies are actively rolling out specialized itineraries designed to meet this growing demand for regional experiences. HIS recently launched a comprehensive World Heritage Tour covering historical sites in Andong, Gyeongju, and Boeun in North Chungcheong Province. Meanwhile, Hankyu Travel International is promoting a Gourmet City Jeonju tour throughout North Jeolla Province. Another exciting package scheduled for November in Pyeongchang will allow visitors to participate in kimchi-making workshops and enjoy local delicacies such as pork dishes paired with makgeolli, Korea's traditional unfiltered rice wine.

"Four distinct seasons and regional food specialties are Korea's advantage," noted Yamada of HIS. "Our goal is to increase customers for non-Seoul and non-Busan products from 2 percent to 10 percent." This ambitious target reflects the industry's commitment to promoting regional tourism and reducing the heavy dependence on major metropolitan areas.

The Korea Tourism Organization is also actively spotlighting local cuisine as a key attraction, promoting everything from Suwon's famous galbi (grilled ribs) to Chuncheon's beloved dakgalbi (spicy stir-fried chicken) and Gwangju's distinctive tteokgalbi (grilled short rib patties). These regional specialties offer unique flavors and experiences that cannot be found in Seoul's more internationally oriented dining scene.

"Japanese seniors are increasingly interested in health, culture, and hands-on experiences," said Kim Kwan-mi, head of the Korea Tourism Organization's Japan office. "That makes regional food and cultural tourism particularly appealing to this demographic." This trend represents a significant shift from younger tourists who often prioritize shopping and entertainment in major cities.

As Haman County prepares for its landmark Japan Day event, local officials are hopeful that the sight of 1,000 Japanese visitors enjoying traditional fireworks displays and participating in cultural games will signal a promising future for Korean tourism. This successful model could potentially be replicated across other regions, creating a more balanced and sustainable tourism industry that extends far beyond Seoul's bright city lights and into Korea's rich cultural heartland.