Sancheong County Launches Tourism Promotion Campaign to Revitalize Local Economy After Wildfire Damage

Around this time in previous years, Sancheong County would be bustling with spring visitors, as the scent of plum blossoms, cherry blossoms, moss phlox, and multiflora roses created a spectacular scene. However, this year, the aftermath of a large-scale wildfire has caused a sharp decline in tourist numbers, resulting in a quiet spring.

Additionally, as many tourists have deemed it inappropriate to visit areas affected by the wildfire, there has been a wave of trip cancellations, further impacting the local economy.

This year, Sancheong County had planned to invigorate the region by promoting the Year of Visiting Sancheong. However, due to the unexpected large-scale wildfire, all festivals and events have been canceled or scaled back, causing the tourism industry to come to a temporary halt.

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In response, Sancheong County is joining forces with residents to attract tourists and implement various policies to revitalize the tourism industry. To this end, the county is actively promoting a tourism campaign titled "Take a Kind Step to Sancheong, Let's Do It Together!" to help restore the local economy.

First, the county will expand its unique tourism event, the "Stay One Night in Sancheong" program. This program offers a half-price travel package, reimbursing half of the travel expenses in local gift certificates to groups of two or more tourists who stay at least one night in Sancheong.

This year, to overcome the downturn in the tourism industry and local economy caused by the wildfire, the county will expand annual incentives (up to 150,000 won) and allow unlimited applications, removing previous restrictions on the number of times one could apply.

In addition, to emphasize the message that "traveling to Sancheong can have a positive impact on the region," the county is launching a wellness metropolitan city tour that includes visits to Sicheon-myeon, one of the areas affected by the wildfire. The tour route now incorporates Sicheon-myeon along with major attractions such as Donguibogamchon and Namsa Yedamchon.

Sancheong's representative spring festival, the Hwangmaesan Royal Azalea Festival, will be held from May 1 to May 11. The pink waves of royal azaleas at Hwangmaesan, the largest azalea habitat in the country, are expected to attract tourists and bring a true sense of spring back to Sancheong, which has been left cold by recent events.

At Namsa Yedamchon, designated as Korea's most beautiful village No. 1, visitors can enjoy a walking theater experience along the stone wall paths. With lively songs and outdoor performances, visitors will be able to take a journey back in time, offering a unique and enjoyable experience.

The walking theater starts at the couple's Chinese scholar tree, then proceeds through Lee's Old House, Yeongmojae, Yedam-gil, and ends at Sayangjeongsa. The couple's Chinese scholar tree, where the theater begins, has been selected as the "2025 Tree of the Year," the only one in the province to receive this honor.

This tree, which has stood for 320 years, twists its trunk to yield sunlight to its companion, symbolizing sacrifice. It imparts the virtues of concession and consideration to a society often marked by conflict and discord.

The forest experience facility at Jungsan Tourist Site in Sicheon-myeon, which had a pilot run, will officially open in May to welcome family tourists. Set against the picturesque backdrop of Cheonwangbong, the site offers a variety of attractions, including an aerial net adventure, a forest playground, and a children's book cafe.

Sancheong County is also actively pursuing tourism marketing initiatives, such as inviting social media influencers and travel industry professionals, to promote the county as a destination worth revisiting.

The couple's Chinese scholar tree in Namsa Yedamchon, Sancheong County.

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By collaborating with popular creators, the county will conduct both online and offline promotions, including fan package trips to major and lesser-known attractions and the production of tourism videos to help overcome the impact of the wildfire. Starting in June, the county has also planned a variety of vibrant tourism events centered around its main attractions.

These include the Donguibogamchon Mission Tour "Immortality Herb Expedition," an exploration event of the unopened sections of Jirisan National Park, regular performances at Donguibogamchon and Gisan Gugakdang, and an open event for tourism character content. Through these diverse and unique events, the county aims to welcome tourists and express its gratitude.

County Governor Lee Seunghwa said, "Although the blooming flowers announce the arrival of spring, it is true that it is still difficult to feel spring in Sancheong due to the scars left by the wildfire. I believe that if many people visit Sancheong and share their warmth, we will be able to truly feel spring again."

He added, "I hope many people will join the Kind Step to Sancheong campaign, so that Sancheong can once again be filled with laughter and bustling with visitors throughout all four seasons."

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