Regional governments roll out cash incentives to draw foreign tourists to festivals, events
Published: 21 Apr. 2026, 07:00
![Visitors attend the "Cheonan K-Culture Expo" in Cheonan, South Chungcheong in 2024. [CHEONAN CITY]](https://koreaseafood.online/data/photo/2026/04/21/89ead56c-4e55-47af-a951-9907bf773b5d.jpg)
Visitors attend the "Cheonan K-Culture Expo" in Cheonan, South Chungcheong in 2024. [CHEONAN CITY]
Regional governments are rolling out cash incentives to attract foreign tourists to annual festivals and events.
The municipal office of Cheonan in South Chungcheong announced Sunday that travel agencies will receive cash incentives for each foreign visitor they bring around the time of the “2026 Cheonan K-Culture Expo,” an international cultural festival set to run from Sept. 2 to 6 at the city’s Independence Hall of Korea.
Cheonan aims to turn the expo into a “tourism-oriented Korean Wave expo” that encourages visitors to experience local food and accommodation, according to acting Mayor Kim Seok-pil. “Our goal is to shift the current pattern of day trips to overnight stays,” he said.
From Aug. 30 to Sept. 9, travel agencies bringing in foreign tourist groups of 10 or more will receive 25,000 ($17) to 35,000 won per person for day trips and up to 42,000 won for overnight stays. For domestic groups of 20 or more, the incentive ranges from 12,000 to 14,000 won per person for day trips and 26,000 to 28,000 won for overnight stays. An additional 5,000 won per person is provided if the itinerary includes at least one paid attraction among two local tourist sites.
To qualify, the tourist groups must visit the expo and at least two local attractions. Day-trip visitors must spend at least 9,000 won on a meal, while overnight stays must be at least one night, up to a maximum of two. Travel agencies must submit a plan for approval at least seven days in advance, and apply for payment within 10 days after the trip. Incentives are paid within 15 days in order of application.
The “2026 Cheonan K-Culture Expo,” first launched in 2023, features exhibitions, performances and interactive programs. This year’s lineup includes museum and art fairs as well as a themed exhibition titled “Independence Culture Festa." Last year’s expo drew 356,448 visitors and generated an estimated 8.51 billion won in economic impact, according to the city government.
Hampyeong County in South Jeolla is slated to offer cash rebates for domestic travel agencies or charter bus operators who bring in foreign tourist groups to the “28th Hampyeong Butterfly Festival,” which opens Friday.
They must bring in at least 20 paying visitors to be eligible for the incentive between the festival’s opening day and May 5 to receive a cash rebate equivalent to 25 percent of admission fees.
![The "Mureung Byeolyucheonji Lavender Festival" in Donghae, Gangwon [DONGHAE CITY]](https://koreaseafood.online/data/photo/2026/04/21/b928a591-f1b1-46f5-bc19-71df53cd0281.jpg)
The "Mureung Byeolyucheonji Lavender Festival" in Donghae, Gangwon [DONGHAE CITY]
Donghae in Gangwon has also been offering incentives to travel agencies since January, hosting group tours around the city’s major attractions and restaurants.
The support is based on the number of buses, with at least 20 passengers per bus required. The city provides 200,000 won per bus for day trips and 400,000 won for overnight visits.
“We will continue to provide incentives so that more group tourists visit Donghae and experience a wide range of tourism resources,” a Donghae City official said.
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY KIM BANG-HYUN, PARK JIN-HO, HWANG HEE-GYU [[email protected]]
with the Korea JoongAng Daily
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