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Last year, city data show that three out of four foreign visitors to Jeonju in North Jeolla Province stayed overnight. The city also reported rises in both average length of stay and visitor spending.
Jeonju released the findings of its 2025 Survey of Foreign Tourists on the 23rd. The survey interviewed 410 foreign visitors who visited Jeonju last year.
About 74% of respondents stayed overnight — a 24.2 percentage-point jump from the previous year — suggesting Jeonju is shifting from a quick day-trip stop to a destination where people linger and explore.
Visitors stayed an average of 2.69 days, nearly one day longer than the year before. Per-person spending surged 85%, rising from 150,482 KRW (about $112.86) to 278,659 KRW (about $208.99).
Independent travel dominated, accounting for 77.1% of trips, with package tours trailing behind. Repeat visitors made up 16.7% of the total.
The top reason people said they came to Jeonju was to experience its historical and cultural sites (77.1%).
The most-visited spots were Gyeonggijeon (55.3%) and Nambu Market (37.9%). The city also reported notable increases in visits to Jeonjucheon (21%) and the National Jeonju Museum (20.2%).
Overall satisfaction with Jeonju tourism averaged 4.62 out of 5. Safety (4.77) and food (4.54) earned especially high marks, while language access (4.11) and public transportation (4.22) were identified as areas needing improvement.
No Eun-young, director of the city’s Culture, Sports and Tourism Bureau, called the results “a positive sign” for Jeonju’s goal of becoming a stay-focused tourism city. She said the city will use the survey to upgrade its global tourism infrastructure and make Jeonju a destination loved by visitors from around the world.
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