In an inspiring rebound from the shadows of the pandemic, South Korea’s rural landscapes are once again bustling with activity as more Koreans are drawn to the serenity and authentic experiences offered by the countryside. The latest survey conducted by the Rural Development Administration (RDA) sheds light on the burgeoning trend of rural tourism, revealing significant growth in the number of domestic visitors to the countryside and highlighting the evolving preferences and behaviors of travelers in the post-COVID era.
According to the RDA’s comprehensive 2022 Rural Tourism Survey, approximately 35.2% of Koreans embarked on rural adventures last year, marking an increase from 30.2% in 2020. This notable rise is attributed to the easing of COVID-19 restrictions and a growing desire among individuals for escapes into nature, seeking wellness, relaxation, and joy away from urban stressors. The survey, targeting over 5,000 individuals aged 15 and above, offers a detailed look into the current state of rural tourism, including visitor demographics, preferences, and satisfaction levels.
Culinary Adventures and Nature Walks Lead the Way
The allure of rural tourism is largely driven by the quest for culinary experiences, with nearly 45% of respondents highlighting visits to local ‘hidden gem’ eateries as a primary activity. This gastronomic curiosity not only showcases the role of local cuisine in attracting tourists but also signifies a broader interest in immersive, place-based experiences. Other popular activities include exploring rural walking trails and engaging in direct trade of farm produce, underscoring a collective yearning for authenticity and connection with the rural way of life.
Despite the optimistic trends, the survey also identifies potential areas for improvement, particularly in developing more lodging options to encourage longer stays. The findings suggest a gap in the market for immersive rural experiences, as overnight stays have not seen a corresponding increase with the rise in day trips. Additionally, while the majority of rural tourists travel with family or friends and predominantly use personal vehicles, this highlights the need for better access and infrastructure to support more sustainable travel alternatives.
Tourists express high satisfaction with lodging facilities, natural landscapes, and the hospitality of their hosts. However, the survey points to the necessity for better emergency medical services, more informative and engaging interpretive resources, and improved access to information to enhance the overall visitor experience.
In response to the survey’s insights, RDA officials have committed to further promoting rural tourism by leveraging the rich diversity of rural resources, including landscape, culture, and agricultural heritage. The aim is to not only boost local economies but also to foster sustainable interactions between urbanites and rural communities, ensuring a vibrant future for South Korea’s countryside as a beloved destination.
The 2022 Rural Tourism Survey offers a vital roadmap for policymakers, industry stakeholders, and communities alike, steering collaborative efforts towards creating more enriching, accessible, and sustainable rural tourism experiences. As South Korea navigates the post-pandemic world, the revival of rural charm stands as a testament to the enduring appeal of the countryside, beckoning travelers in search of tranquility, authenticity, and adventure.
