The Ministry of Culture, Sports and Tourism (Minister YU In Chon, MCST) in collaboration with the Korea Tourism Organization (KTO), introduced a new brand for K-Wellness tourism. This initiative showcases “77 Outstanding Wellness Tourism Sites” along with a brand image (BI) inspired by the traditional Korean patchwork quilt pattern.

On April 24 (Wed) in the afternoon, Second Vice Minister JANG Mi Ran visited “Sayuwon” in Daegu, one of the newly selected Outstanding Wellness Tourism Sites, to inaugurate the K-Wellness Tourism brand. Representatives from other newly designated sites, including Sayuwon (Daegu), Sobaeksan National Park (Gyeongbuk), Awon Museum & Hotel (Jeonbuk), Wando Marine Healing Center (Jeonnam), Rainbow Healing Center (Chungbuk), Oak Valley Resort (Gangwon), and Geumpung Brewery (Incheon), were also present to celebrate the significant progress of K-Wellness Tourism.

Selection of “Outstanding Wellness Tourism Sites” to Represent “K-Wellness Tourism”

MCST and KTO unveiled a total of 77 “Outstanding Wellness Tourism Sites,” including “Sayuwon” in Daegu (Healing/Meditation theme), focusing on healing the body and mind. These sites are categorized into six themes to offer domestic and international tourists a diverse range of options for their travel itinerary: Nature/Forest Healing (25 sites), Beauty/Spa (18 sites), Healing/Meditation (17 sites), Traditional Korean Medicine (7 sites), Stay (7 sites), and Food (3 sites).

Meanwhile, the 77 “Outstanding Wellness Tourism Sites” will benefit from tailored consulting provided by wellness tourism experts and consulting teams specific to each facility. Strategic support will be strengthened through facility-specific demand surveys in areas such as branding, promotion/marketing, and product promotion. Through phased advancements, the service quality of “Excellent Wellness Tourism Sites” will be enhanced, and flagship wellness tourism products will be developed.

Unveiling of the K-Wellness Tourism BI Inspired by Traditional Korean Patchwork Quilt Patterns

Vice Minister JANG Mi Ran presented a plaque to “Sayuwon” on behalf of the 77 “Outstanding Wellness Tourism Sites.” The plaque features the newly developed brand image (BI) of the “Outstanding Wellness Tourism Sites,” crafted to symbolize the harmony and beauty of Korea’s wellness tourism elements, akin to a traditional patchwork quilt that embodies wishes for family health and prosperity. This distinctive brand value enhances the identity of K-Wellness Tourism.

Vice Minister Jang’s Engagement: Experiencing Wellness Tourism Programs and Gathering Feedback On-Site

During her visit to “Sayuwon” in Daegu, Vice Minister JANG Mi Ran actively participated in wellness tourism programs such as tea ceremonies, meditation, contemplation, and natural healing. “Sayuwon” offers a serene space for contemplation inspired by the “Pensive Bodhisattva,” featuring a botanical garden and forest spanning over 330,000 square meters, adorned with around 30 architectural works and traditional gardens. Following this, Vice Minister JANG convened a meeting with representatives of the newly selected Outstanding Wellness Tourism Sites, travel industry professionals, and experts to strategize on enhancing wellness tourism experiences.

MCST will continue to advocate for the enactment of the Healing Tourism Industry Development Act proposed last year. In addition, the Ministry plans to actively promote the wellness tourism industry by nurturing professional personnel, hosting and participating in domestic and international exhibitions, and engaging in robust international marketing efforts.

Vice Minister JANG Mi Ran emphasized, “As wellness tourism, centered on health, recovery, and relaxation, emerges as a global tourism trend, we aim to position it as a key component of Visit Korea tourism. We will actively support developing and marketing wellness tourism experience programs that highlight the unique regional characteristics available only in Korea, thereby systematically fostering the wellness tourism sector.”