Jeonju Showcases Heritage, Night-Time Economy and AI Innovation in IURC Sustainable Smart Tourism Community of Practice

On 30 June 2026, the IURC Communities of Practice (CoP 3): Sustainable Smart Tourism convened its 4th Deep Dive Online Technical Session (DDOTS), hosted by Jeonju, Republic of Korea. The session brought together city representatives and urban experts from across the IURC network to exchange practical experiences on heritage-led tourism, the night-time economy and digital innovation for more sustainable and resilient destinations.

The technical session featured three policy presentations highlighting Jeonju’s integrated approach to smart and sustainable tourism.

Soo-Jung Noh from the Jeonju Tourism Organization presented the city’s strategy for transforming cultural heritage into immersive urban experiences. The presentation demonstrated how Jeonju has shifted from a destination focused on day visits to one encouraging longer stays by clustering tourism around Hanok Village, supported by five cultural pillars—architecture, history, food, crafts and living heritage. This integrated approach is helping create a distinctive visitor experience while preserving the city’s cultural identity.

Dr. Ye-Na Park from the Jeonju Research Institute shared Jeonju’s successful night-time tourism strategy, outlining the city’s phased approach to extending tourism beyond daytime hours. By connecting heritage sites, traditional markets, public spaces and cultural performances, Jeonju has successfully developed a vibrant night-time economy that supports local businesses while encouraging visitors to stay longer.

The final presentation by Ji-Oh Lee from Jeonju City Hall showcased the AI Smart Village Project in Hanok Village. The initiative demonstrated how artificial intelligence and big data are being applied to improve parking management, mobility, visitor safety and tourism data management, creating a smarter and more seamless visitor experience while supporting sustainable destination management.

The presentations were followed by an engaging discussion on partnerships with tourism operators, balancing tourism growth with residents’ quality of life, preserving cultural heritage and addressing the impacts of climate change on tourism. Participants also explored opportunities for future collaboration through the IURC Communities of Practice.

The session concluded with preparations for the upcoming Advanced Cooperation Mission in Jeonju this September, where participating cities will continue developing collaborative solutions for sustainable tourism. The exchange was further enriched by contributions from Braga (Portugal) and Genoa (Italy), which briefly shared experiences from their work on strengthening the night-time economy, reinforcing the value of cross-regional knowledge exchange across the IURC network.

Through initiatives such as the Communities of Practice, the IURC programme continues to foster peer-to-peer learning and international cooperation, enabling cities to develop innovative, inclusive and sustainable approaches to urban tourism.