Domestic Travel Shifts to "Travel That Remains in the Region"... A New Grammar of Travel Unfolds at Magok

Opening of the 2026 National Travel Fair by the Ministry of Culture, Sports and Tourism

Evolving Beyond Promotion: A Domestic Travel Platform Connecting Stays, Consumption, and Regional Co-Prosperity

Upon entering the Magok exhibition hall, it becomes relatively clear what this year’s “National Travel Fair” intends to showcase. Unlike previous events, it is no longer just about displaying regional names and pictures of tourist destinations. Rather than focusing on where people can go, the emphasis is now on what travel can leave behind for the local area. The phrase chosen by the Ministry of Culture, Sports and Tourism for this year’s fair—“Travel Beyond the Everyday, Travel That Remains in the Region”—serves not merely as a slogan, but as a concise summary of the new direction for domestic tourism.

The National Travel Expo venue. Photo by the Ministry of Culture, Sports and Tourism

The Ministry of Culture, Sports and Tourism and the Korea Tourism Association are hosting the “2026 National Travel Fair” at the COEX Magok exhibition hall and Magok Plaza from March 19 to 22. Marking its 23rd edition this year, the event is Korea’s representative fair for introducing tourism resources from all regions across the country. However, the atmosphere is somewhat different this year. Instead of simply “promoting” local tourism, the focus is on how to create a structure that leads to actual visits, consumption, and longer stays.

The layout of the event reflects this new direction. A total of 160 organizations—including local governments, tourism-related agencies, and companies—have set up 385 booths. The core of the exhibition centers on stay-type and experience-based content that allows visitors to directly engage with the unique nature, culture, and daily life of each region. Themed pavilions on gourmet tourism, night tourism, regional travel, and island & marine tourism do more than merely present attractions; they succinctly show where domestic travel trends are heading. This indicates that, rather than quick trips to famous spots, policy now encourages longer stays and deeper exploration into local areas.

On the 26th, Master Seonjae, a renowned temple food chef, was making Seungso Jatguksu at the Korean Temple Food Culture Experience Center in Seoul. Photo by Yonhap News.

The temple cuisine demonstration by Master Seonjae, prepared as a side event for the opening ceremony, also draws attention. On the surface, it may seem like just another event, but its underlying message is clear. Food is a tourism content that most quickly connects people to a region’s culture and way of life. By highlighting gastronomy and hands-on experiences, the fair signals a move away from limiting domestic travel to mere sightseeing. The underlying awareness is the need to translate local flavors, time, and lifestyle sensibilities into travel products.

What makes this year’s fair particularly interesting is its explicit emphasis on “regional co-prosperity.” The aim is for travel to not just end with visitors coming and going, but to be linked to local businesses, small merchants, and the wider tourism ecosystem. Programs such as the “Regional Balanced Development Conference,” the Island Pavilion, and the wellness, healing, marine, and accessible tourism competitions all align with this goal. The fair seeks to design a virtuous cycle, where interest sparked at the event leads to actual visits, which in turn translate into increased local sales, longer stays, and return visits.

This edition of the fair can be seen as more than just a showcase for domestic travel; it is an attempt to change the very framework of domestic tourism. Travel opportunities are already abundant. The real question is where those journeys settle and to whom they bring lasting benefits. The hundreds of booths at the Magok exhibition hall demonstrate that Korea’s tourism policy now stands at this critical juncture. From frequent travel to travel that remains in and benefits the region—this year’s “National Travel Fair” is the first to bring this transformation to life.

Kim Daehyun, Vice Minister of Culture, Sports and Tourism, stated, “The National Travel Fair is Korea’s leading travel expo that showcases new possibilities for domestic tourism. We hope this event will make travel even more accessible in daily life, and that it will spark a virtuous cycle where travel revitalizes local regions.”

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