Sustainable Smart Tourism Study Visit Commences in Jeonju

Representatives from Coimbra (Portugal), Gangtok (India), Prato (Italy), Seberang Perai (Malaysia), Malaga (Spain), Braga (Portugal) and the host city of Jeonju (Korea) have come together to participate in the 2026 Jeonju Future Cities Forum. 

During the forum, participating cities will take on an active role by sharing cases on common tourism challenges, engaging with local youth for fresh perspectives, and developing joint micro-pilot projects for long-term cooperation and project implementation.

The study visit began with an orientation session at the Jeonju Research Institute. The session briefed participants on the program timeline and ensured that the local objectives perfectly aligned with the broader, global goals of the IURC initiative.

Experiencing Local Heritage: Jeonju Hanji Museum

Following the orientation, the delegation proceeded to a technical visit at the Jeonju Hanji Museum. The museum showcases the origins of Hanji (traditional Korean paper) and highlights how it has successfully been positioned as an iconic local specialty and a highly sought-after souvenir for both domestic and international tourists. 

To deepen their understanding of this cultural asset, participants engaged in a hands-on workshop to make their own Hanji.

Preparing for Co-Design Roundtable Discussions

A core component of the day’s activities was a preparatory Co-Design Roundtable discussion. Delegates sat down to share their insights, exchange ideas, and set a clear agenda ahead of the main roundtable event.

Recognizing that their shared challenges serve as a catalyst for common solutions, the group successfully outlined the main agenda for Session 5 of the Jeonju Future Cities Forum.

This upcoming roundtable will be a publicly open session, inviting citizens and interested stakeholders to join the dialogue. Together, the expanded group will focus on further developing two proposed ideas:

1. A Framework for Sustainable Smart Tourism (SST)
2. Character Creation and Storytelling: A proposed project focused on launching unique characters and narratives designed to engage tourists, prolong visitor stays, and guide them through the city’s cultural landscape.

Integrating Nature and Tourism: Awon Museum

To conclude the day’s discussions, the delegation visited Awon Museum (Awon Gotaek), a stunning architectural and cultural space. Originally a 250-year-old traditional Korean house, the estate has been beautifully repurposed into a unique cultural complex that seamlessly blends historic Hanok architecture with a modern contemporary gallery and serene natural surroundings

It offered a tangible example of how a deep appreciation for nature and sustainability perspectives can be successfully integrated into modern tourism experiences.

As the four-day visit continues, the CoP 3 cities look forward to further cementing their cooperative ties and turning their micro-pilot concepts into actionable, smart tourism strategies. Particularly, sessions 4 (Nighttime Tourism) and 5 (Smart Tourism) of the Jeonju Cities Forum will offer IURC cities the platform to introduce their joint activities to a wider audience from Korea and Asia.

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Written by Yejin Lee, Project Associate in CityNet, IURC Korean Helpdesk

(korea.helpdesk@iurc.eu)