Jeonbuk State announced on the 12th that, together with the Jeonnam-Gwangju Integrated Metropolitan City, it operated the "2026 Honam Tourism & Culture Week Joint Promotional Pavilion" at Cheonggye Plaza in Seoul from October 9 to 10, showcasing Honam's diverse tourism charms to visitors from the metropolitan area.

Held under the theme "Connecting Honam, Opening Travel," this event served as an autumn travel invitation jointly prepared by the Honam region. It introduced the nature, culture, food, and festivals of each region in one place and proposed travel that allows visitors to enjoy the charms of multiple areas together.

The Honam Tourism & Culture Week was launched to translate inter-regional cooperation into actual joint projects, based on a joint declaration in July 2024 and a business agreement to strengthen economic alliance in March 2025. This year, Jeonbuk State took charge as the organizer, promoting ultra-metropolitan tourism projects utilizing tourism and cultural resources together with Jeonnam-Gwangju.

Last year, Jeonbuk, Gwangju, and Jeonnam operated a joint promotional pavilion at Seoul Station under the theme "Three Paths, One Journey," presenting special travel packages linking tourist destinations and cuisine. This year, the stage moved to Cheonggye Plaza in Seoul, adding performances and hands-on experiences to tourism information so visitors could directly enjoy Honam's charms.

Tourism organizations and local businesses, including the Jeonbuk State Culture and Tourism Foundation, Gwangju Tourism Organization, and Jeonnam Tourism Foundation, participated in the joint promotional pavilion together. Visitors explored major tourist destinations and festival information, received travel package consultations, and planned Honam trips tailored to their individual tastes.

At the opening event on the 9th, traditional arts, taekwondo, and street dance performances unfolded, adding vibrancy to the venue. DIY craft experiences based on tourist spots and tourism quizzes were also operated, allowing visitors to approach Honam's sights and attractions in a friendly manner.

Over the two-day period, about 25,000 people visited the venue, showing high interest in Honam tourism. Visitors enjoyed performances and experiences while checking out travel information to meet Honam's diverse charms. This joint promotional pavilion provided a cooperative arena for local governments, tourism organizations, and local businesses to directly publicize Honam tourism to metropolitan visitors and attract tourists together.

The travel story that started at Cheonggye Plaza leads to joint tourism products and art tours. Through a special exhibition linked with Hana Tour, travel packages combining Honam's major tourist spots with cultural and culinary resources will be sold until November. As regional attractions and foods can be enjoyed in a single course, it adds the joy of thoroughly traveling through Honam.

Operating throughout the month of October, the "Art Tour" connects major art museums, cultural and artistic spaces, and surrounding tourist attractions in Jeonbuk and Jeonnam-Gwangju. It is organized so that visitors can appreciate artworks, enjoy special performances, and then tour local landmarks, feeling the autumn sentiment together with culture and arts.

Plans are also underway to continue online and offline promotions, including travel content introduced by broadcaster couple Kim Won-hyo and Shim Jin-hwa as well as influencers, ensuring that interest in Honam leads to actual travel.

Park Dong-woo, Director General of the Culture, Sports and Tourism Bureau at Jeonbuk State, stated, "This Honam Tourism & Culture Week is an opportunity to enjoy the distinct charms of Jeonbuk and Jeonnam-Gwangju as a single trip. Through various programs linking culture, arts, cuisine, and festivals, we will strive to make tourists stay longer in Honam and keep the vitality of travel flowing across all parts of the region."

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