South Korea will expand support for wellness tourism to attract health-conscious tourists across the world. Ministry of Culture, Sports and Tourism believes that wellness tourism is a more proactive and broad concept.
South Korea will expand support for wellness tourism to attract health-conscious tourists across the world by combining it with local content such as beauty, oriental medicine, food and public saunas.
The Ministry of Culture, Sports and Tourism believes that as wellness tourism is a more proactive and broad concept that seeks to improve or maintain health and quality of life by picking destinations for spas, beauty, fitness, meditation and other healthy activities, it may have more long-term potential than medical tourism.
The ministry will expand support to develop Korean-style wellness content by combining beauty, meditation, temple stays, oriental medicine and public bathhouses. It will work with provincial governments to combine characteristic tourism resources with medical tourism as a way to promote regional tourism.
Among the unique health offerings are public bathhouses, or “jjimjilbang,” where locals take part in health and beauty rituals. Large ones are equipped with restaurants, outdoor swimming pools and hair salons in addition to the usual baths and saunas.
Professor Jim Ki-nam at Yonsei University comments, “South Korea has great potential in wellness tourism as many foreigners are interested in the beauty industry and Korean women’s skin care regimen and fitness. Korean companies need to look beyond selling products to combine health experiences to expand the market.”