Chungcheongbuk-do Province, led by Governor Shin Yong-han under the vision of a "Great Transformation of Chungbuk for Practical People's Livelihoods," is actively expanding its global cultural and tourism diplomacy. On September 15, 2026, the Chungbuk Provincial Government, in close collaboration with the Catholic Diocese of Cheongju, announced a major promotional campaign highlighting the region’s historical pilgrimage routes, rich cultural heritage, and the upcoming 2027 Chungcheong Universiade.

The promotional initiative took place during the Diocese Innovation and Development (DID) Expo held at the Nest Hotel in Yeongjongdo, Incheon, running concurrently with the 2nd International Preparatory Meeting for the 2027 Seoul World Youth Day (WYD). The international gathering brought together delegates and representatives from approximately 190 countries to discuss the vision, main programs, pilgrim journeys, and collaborative frameworks for the upcoming global youth festival.

Representing the provincial administration, the Cultural Heritage Division—headed by Division Director Kwon Ki-youn, Religious Affairs Team Manager Yoon Yeon-sook, and Senior Officer Jin Seon-ok—spearheaded efforts to introduce international Catholic youth and global church leaders to the spiritual and cultural depth of Chungbuk. The delegation showcased the "Chungbuk Pilgrimage Trails," a network of scenic and historically profound paths connecting Catholic martyrdom sites, sacred spaces, and traditional cultural landmarks across the province.

Officials emphasized that these pilgrimage routes offer visitors a unique blend of Korea's traditional heritage and deep-rooted spiritual history. By aligning local heritage tourism with the global momentum of the 2027 Seoul World Youth Day, Chungbuk aims to attract thousands of international pilgrims who will visit Korea before and after the main event. Church officials and provincial representatives noted that the Diocesan Program (DID) serves as an optimal platform for international visitors to experience local Korean culture, community hospitality, and regional heritage outside of the capital area.

Furthermore, the provincial government utilized this international stage to promote the 2027 Chungcheong Universiade, linking cultural tourism with global sports diplomacy. By introducing international delegates to both the sacred pilgrimage routes and upcoming mega-events, Chungbuk is positioning itself as a premier destination for global travelers seeking both spiritual enrichment and dynamic cultural experiences.

The Cultural Heritage Division stated that this event marks a critical stepping stone in globalizing Chungbuk’s tourism assets. "Through our collaborative promotion with the Diocese of Cheongju at the WYD International Preparatory Meeting, we have successfully highlighted the spiritual and cultural appeal of our region to a worldwide audience," a division representative remarked. "We will continue to develop structured programs and infrastructure to welcome international pilgrims and visitors warmly, ensuring that the global spotlight translates into lasting regional vitality and practical tourism growth for Chungbuk."

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