Kimje Rural Tourism Trends: From Groups to 'Teams,' The Era of 'Staying' Arrives

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Golden horizons, the serene waters of Byeokgolje Reservoir, and a city with a millennium of agricultural heritage—welcome to Gimje City, Jeollabuk-do. Following the first session on May 12th, I'll be leading a lecture on the future direction of rural tourism for the second session on October 23rd, as part of the 'Catching Up with Rural Experience Trends' program.

This post is a 'preview,' sharing in-depth stories that we won't have time to cover in the lecture, and inviting you to consider the future path of rural tourism in Gimje.

1. Crisis or Opportunity: 'Student Groups' Are No Longer Coming

For a long time, rural experience villages across the country have been primarily operated for elementary school group visits. However, times have changed. Nationwide, the number of approved school group field trips has decreased by 38% compared to 2019, and the number of students visiting rural experience sites in Gimje has also decreased by more than 40% (based on statistics from the Ministry of Education and Gimje City).

Now, rural experiences must shift from a group-centered operation to filling the space left by bustling groups with personalized travelers (families, couples, friends) who desire 'slow and deep rest.' It is at this point that the fundamental problems of Gimje tourism and the new possibilities of rural experiences meet.

2. Data Reveals Gimje's Shortcomings: 'Gaps' That Rural Areas Need to Fill

According to the Korea Tourism Data Lab (based on data from September 2024 to August 2025), the number of visitors to Gimje City's tourist attractions has slightly increased compared to the previous year, but the qualitative aspects of tourism leave much to be desired.

Accommodation Visitor Rate: -6.4% (compared to the same period last year)

Average Length of Stay: -2.6% (compared to the same period last year)

Tourism Expenditure: -6.9% (compared to the same period last year)

Item	Gimje City	Jeonbuk Average	Similar Areas (Iksan, Jeongeup)	Analysis
Accommodation Visitor Rate	12.7%	19.3%	21.1%	-6.6%p compared to Jeonbuk average, indicating a lack of accommodation incentives
Average Length of Stay	4.2 hours	5.1 hours	5.3 hours	Most tourists stay only for a day trip
Tourism Expenditure (per person)	78,000 KRW	96,000 KRW	102,000 KRW	Weak consumption conversion (agricultural products, food & beverage)
Main Related Travel Destinations	Jeonju 43%, Gunsan 28%	—	—	Tourists move to nearby large cities after staying in Gimje

This is a clear sign that visitors mostly pass through after seeing the Horizon Festival or Byeokgolje, lacking 'staying-type tourism' that revitalizes the region by staying overnight. By targeting this weakness—'the absence of a reason to stay'—new rural experiences can fill that gap.

3. Embracing Tourism Trends: New Possibilities for Rural Gimje, 'Pet-Friendly Travel'

The key trends in modern tourism are 'personalization,' 'privacy,' and 'pet companionship.' In particular, Jeollabuk-do has one of the highest rates of pet-owning households in the country, and the number of registered dogs in Gimje City has increased by 64% in the last five years.

However, Gimje is not yet an attractive option for those searching for 'Gimje dog travel' or 'Jeonbuk pet-friendly accommodations.' There are only three pet-friendly accommodations, and the supply is far short of demand. At this point, Gimje's 'empty houses' can become a new opportunity.

✅ A New Breakthrough for Rural Gimje: 'Dog-Exclusive Country Hideaways'

Imagine renovating an old, empty house in a village—one that might be too outdated for people to live in, but has a yard with beautiful scenery. Gimje City has a high rate of empty houses (approximately 8.7% as of 2023), possessing sufficient potential resources.

A. Purpose

To provide a private rental space for only one team for half a day or a full day, instead of accommodation.

B. Facilities

Enclose the entire yard with a secure fence so that dogs can run around without a leash.

Install a deck and table in one part of the yard to provide a comfortable space for pet owners to rest.

Increase convenience by installing only a clean toilet and a simple sink for light cooking inside the uninhabited empty house.

C. Operation

Sell lunch boxes or barbecue kits made with local agricultural products in conjunction with 'Chon-Picnic (village + picnic)' products.

Operate on a reservation basis by the hour or with all-day passes to ensure complete privacy.

This is not just about providing 'pet-friendly' facilities, but about gifting a special experience—'a country hideaway just for my dog.' In particular, if it is linked to the 'Empty House Remodeling Support Project' promoted by Gimje City, it can become a more realistic business model.

Dreaming of 'The Value of Staying' Beyond the Horizon

The future of Gimje tourism is not just in large facilities or spectacular festivals. Rather, it starts with looking at the emptying spaces in the village and the resources we have overlooked with a new perspective.

When we fill the space left by student groups with new travel trends and complement the regret of a 'passing-through city' with the charm of 'a space you want to stay in,' Gimje will be reborn as a travel destination with a charm as wide and deep as the horizon. I look forward to sharing more concrete and practical stories in the upcoming lecture.

Reading the changes in rural tourism through data, and designing the field with stories. Rural experience and tourism expert Chae Bo-hyeon. As the head of Dream Farmer Experience Lab, she conducts experiential program development, AI, and digital marketing lectures for local governments, farms, and villages across the country, presenting a shift from 'group-centered' to 'personalized and stay-type tourism.'

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