"Deoksan Hot Spring Revival": Hoban Group Invests in High-End Accommodation Facilities in Yesan

South Chungcheong Province, Yesan County, Chungnam Development Corporation, and Hoban Group Sign Agreement
Transforming Deoksan Hot Spring from a Traditional Resort into a Premium MICE and Wellness Destination

The Deoksan Hot Spring Tourist Site in Yesan, South Chungcheong Province, which had seen a decline of 1 million visitors compared to its peak, has unveiled a turnaround strategy by attracting a luxury resort from Hoban Group.

South Chungcheong Province plans to transform this nationally recognized hot spring destination into a year-round stay-type tourist attraction, focusing on accommodation and convention facilities.

On November 24, Kim Tae-heum, Governor of South Chungcheong Province; Choi Jae-gu, Mayor of Yesan County; Kim Byung-keun, CEO of Chungnam Development Corporation; and Kim Sun-kyu, Chairman of Hoban Group, signed a business agreement for the construction of high-end accommodation facilities to revitalize the Deoksan Hot Spring Tourist Site.

Hoban Group will lead the development of luxury accommodation and convention facilities, while South Chungcheong Province, Yesan County, and Chungnam Development Corporation will provide administrative and financial support, cooperate on licensing, and formulate strategies to revitalize the tourist site.

Deoksan Hot Spring, which opened as Korea's first public bath hot spring in 1917, peaked at 4,374,000 visitors in 2014. However, due to business downturns and the impact of COVID-19, the number of visitors dropped to 1,665,000 in 2016 and 2,080,000 in 2020. Although the annual number of visitors has recently recovered to around 3,420,000, it still falls short by nearly 1 million compared to its peak.

The Chungnam Institute stated, "The delay in recovery is due to outdated facilities and the failure to respond to changing tourism demands."

In response, the provincial government determined that establishing next-generation tourism content combining accommodation, tourism, and convention facilities is essential, and began attracting investment. Hoban Group, a leading domestic resort operator, decided to participate in the project.

The province expects this investment to be a key driver in transforming the hot spring-centered resort into a premium, stay-type tourist destination that combines the MICE industry and wellness tourism. The full-scale operation is anticipated to increase domestic and international tourist numbers, create local jobs, and revitalize the regional commercial sector.

Governor Kim Tae-heum stated, "Deoksan Hot Spring is finally beginning its revival," adding, "We will create synergy with the Naepo New Town Art Museum, Chungnam National University campus, and the general hospital as a supporting convention hub."

Chairman Kim Sun-kyu commented, "Based on our extensive experience in resort operations, we will develop this site into a tourist destination that grows together with the local community."

Meanwhile, Hoban Group currently operates several resorts and golf courses nationwide, including Splas Resom (Deoksan), Island Resom (Taean), Forest Resom and Restree Resom (Jecheon), and Pacific Resom (Jeju).

This content was produced with the assistance of AI translation services.