Independent travelers sought to revitalize tourism in Gyeonggi, a region adjacent to Seoul, due to its modest profile compared to the bustling capital.
Gyeonggi Province, the bustling region surrounding Seoul, has announced a new tourism development strategy aimed at increasing its attractiveness to international tourists, particularly the Free Independent Traveler (FIT) segment. The strategy, known as the "3.3.5.5 Strategy," was unveiled in 2025 and is expected to begin implementation in 2026.
The strategy is part of Gyeonggi Province's efforts to promote tourism by highlighting specific tourism areas and creating integrated experiences. Although the exact meaning of the "3.3.5.5" acronym is not explicitly explained, the strategy can be understood as focusing on five key cities and their attractions, offering engaging, easily accessible destinations with rich local experiences and practical travel incentives.
Five Key Cities and Their Attractions
The plan involves encouraging travelers to explore five cities along a "treasure map" concept of the Gyeonggi region. These cities offer a diverse range of attractions, from historical sites and cultural experiences to modern leisure activities. The cities are connected via the Seoul Metro Line 9, making them easily accessible from Seoul and beyond, a key factor for independent travelers who value convenience and flexibility.
Online and Offline Campaigns
To facilitate easy trip planning for international visitors, the strategy includes online travel product exhibitions with discount coupons for accommodations and marine leisure activities, tied to the five cities. Physical promotional events like the Bonggong and Five Sea Treasure Island exhibition provide immersive brand awareness, linking visitors to unique local marine resources that characterize the Gyeonggi Sea area.
Improved Accessibility
The extension of Seoul Metro Line 9 connects notable parts of Gyeonggi, such as Namyangju and Hanam, making these attractions more accessible from Seoul and beyond. This improved accessibility is a significant step towards attracting more independent travelers.
Targeting the FIT Segment
Gyeonggi Province aims to target the growing segment of FITs, who prefer customized and self-directed travel experiences. To cater to this segment, the province plans to develop smarter booking platforms and information services for foreign users.
Aims and Goals
The "3.3.5.5 Strategy" sets four measurable goals: boost international visitor share, increase average stays, raise spending per tourist, and improve the repeat visitation rate. Jang Hyang-jeong, the province's tourism policy director, stated that the goal is to make Gyeonggi Province a place where international visitors can explore freely and comfortably.
In 2024, Gyeonggi Province's share of foreign visitors dropped to around 10 percent, down from 14.9 percent in 2019. By focusing on targeted marketing, particularly towards younger travelers, and developing a global tourism brand, Gyeonggi Province aims to show international visitors that Korea is more than just Seoul.
As Gyeonggi Province pushes forward with its tourism development plan, it hopes to attract more tourists, offering them a unique and memorable experience of South Korea beyond the bustling city of Seoul.
[1] Source: Gyeonggi Tourism Organization [3] Source: Seoul Metro Corporation
- By offering integrated experiences in five key cities, Gyeonggi Province is aiming to attract the Free Independent Traveler (FIT) segment, who value convenience and flexibility, with a diverse range of attractions, from history and culture to modern leisure activities.
- As part of the strategy to increase its attractiveness to international tourists, Gyeonggi Province plans to invest in smarter booking platforms and information services, making it easier for FITs to plan and book customized and self-directed travel experiences, showcasing South Korea's lifestyle, finance, and travel opportunities beyond Seoul.
