South Korean tourists and families traveled across the country during the first weekend of June 2024 to attend regional festivals and view nature [1], [2].
These seasonal excursions highlight the domestic trend of seeking respite from urban environments through nature-based tourism and cultural events. The movement of large crowds to rural areas supports local economies and preserves regional traditions.
In Jeju, visitors gathered to see the expansive buckwheat flower fields [1]. Many families utilized the trip to introduce children to the island's natural landscape, and participate in local village celebrations.
Kim Jae-hwan, a resident of Hamdeok-ri in Jeju City, said, "I see buckwheat flowers every year, but coming here when the village festival is happening and seeing them with my baby makes it more fun. The weather is great today and I feel good" [1].
Meanwhile, in Muju, North Jeolla Province, crowds gathered for the Muju Mountain Village Film Festival [1], [2]. The event focused on outdoor cinema experiences, allowing attendees to watch films in a grassy plaza surrounded by the mountains.
This year marked the 14th edition of the Muju Mountain Village Film Festival [1]. The event provided a space for visitors to escape their daily routines and spend leisure time with friends and family in a rural setting [1], [2].
Organizers and local officials said that the combination of favorable weather and the timing of the blooms contributed to the high turnout during the weekend of June 1 and June 2, 2024 [1].
“"I see buckwheat flowers every year... seeing them with my baby makes it more fun."”
The surge in domestic travel to Jeju and Muju reflects a broader South Korean cultural emphasis on 'healing' through nature. By centering tourism around specific botanical events and niche film festivals, regional governments are attempting to decentralize tourism away from Seoul and create sustainable economic drivers in rural provinces.
