In an ambitious bid to revive local tourism and boost its economic standing, Gangjin County in South Jeolla Province, South Korea, has launched a wide-ranging “half‑price travel” initiative that is transforming the once tranquil Gaeudo Island into a dynamic destination for visitors nationwide. Situated at the heart of scenic Gangjin Bay, Gaeudo Island—now connected to the mainland by an accessible footbridge—is attracting record numbers of tourists keen to experience its unique blend of natural beauty and modern attractions.
The atmosphere on Gaeudo Island was vibrant during a recent weekday, as families and young couples lined up for thrilling rides on the island’s monorail, zip‑line, and jet boats—immersing themselves in excitement against a backdrop of azure waters and green landscapes. The program’s appeal is clear: it breaks cost barriers and makes even weekday escapes feel extraordinary.
At the heart of this influx is Gangjin’s innovative travel incentive: visitors in groups of two or more receive mobile “Gangjin Love Gift Certificates” that reimburse up to half of their local spending—covering accommodations, meals, sightseeing, and even local retail—capped at around 200,000 won per group. This initiative, launched early in 2024, is the first of its kind in the nation, combining tourism consumption with local currency to stimulate economic activity across all sectors of the county’s economy. Since rolling out, it has already become one of South Korea’s most talked‑about travel programs as daily advance applications and inquiries surged.
The effects of the half‑price travel move fast: within just 2.5 months in early 2025, over 20,800 groups pre‑booked their trips, generating local spending of approximately 3.43 billion won—and prompting Gangjin to reimburse more than 1.32 billion won via the gift certificate system. The broader economic ripple is even more impressive: participants in 2024 collectively spent around 4.7 billion won, with reimbursements amounting to 2.2 billion won, fueling an overall regional turnover close to 6.9 billion won and benefiting more than 1,800 local enterprises across industries.
Recognizing its pioneering role in revitalizing regional life, Gangjin County was named “Top Local Government for Regional Economic Recovery” and awarded a special grant of 300 million won—marking national validation of its bold and creative policy. This support comes as the county gears up to further expand the program in 2025, with increased funding and broader benefits to attract even more travelers.
Adding to the allure, Gangjin is set to host its highly anticipated “3rd Gangjin Ha‑maek Festival” from August 28 to 30. Hotel and guesthouse bookings are reportedly filling fast, with local officials expecting more than 100,000 festivalgoers—surpassing last year’s tally of some 67,000 attendees.
The broader regional and national context bolsters Gangjin’s approach. South Korea’s Ministry of Culture, Sports and Tourism has rolled out its own suite of travel discounts: 50% off KTX train fares on weekdays (30% on weekends), discounted tourist train and tour bus fares, and even flight reliefs—including pet airfare reductions aimed at pet‑friendly travelers. These national schemes complement and reinforce the county‑level innovation.
Industry observers highlight that the success of Gangjin’s “half‑price travel” isn’t just about cheap trips—it’s a masterclass in policy fusion. By linking cultural offerings like Gaeudo Island and the historic legacy of Jeong Yak‑yong (the Joseon Dynasty scholar exiled here), with culinary staples such as aged kimchi, shiitake mushrooms, and young radish kimchi, Gangjin has crafted a unique narrative that resonates with both urban and rural travelers.
Domestic media attention and social media posts are amplifying Gaeudo Island’s newfound appeal, with captions like “an untouched paradise surrounded by crystal‑clear seas and endless skies” surfacing online. Whether it’s island thrills or savory local produce, tourists are embracing the experience—and giving back to the community in return.
As one Gangjin official put it, the half‑price travel initiative is more than just a tourism policy—it’s a lifeline, drawing visitors, reviving businesses, and restoring local pride. Today, Gangjin County stands as a model for regional economic recovery, proving that innovative incentives, combined with strategic cultural and natural resources, can revitalize even the quietest corners.
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