[Sports Seoul | Reporter Kim Seok-jae] NongHyup Networks (CEO Song Byung-hwan) is teaming up with Muju County (Mayor Hwang In-hong) to shift rural experiential tourism toward a stay-focused model. Their goal is simple: get visitors to linger, spend locally, and in turn boost farmers’ incomes.
On the 23rd, NongHyup Networks announced it signed a memorandum of understanding (MOU) with Muju County at Muju County Hall to revitalize the rural economy and grow tourism. The deal includes co-developing hands-on tourism packages, expanding programs aimed at city residents, and strengthening links between local tourism and distribution networks.
Muju, recently named a “Best Tourism Village” by the UN World Tourism Organization, is known for its pristine nature, traditional culture, and immersive experiences. Building on that reputation, the partners plan to roll out a tourism approach centered on staying, experiencing, and spending.
The strategy focuses on extending visitors’ stays. By offering seasonal and themed experiences and tying those programs to local specialty products, they aim to encourage repeat visits and boost spending within the community.
CEO Song said, “We want to make Muju a flagship success story for rural tourism. Our plan is a win‑win: give city visitors a restorative experience while delivering tangible income growth for farmers.”
NongHyup Networks, a rural tourism specialist that has brought roughly 500,000 urban residents to the countryside over the past 13 years, plans to expand cooperation with local governments to scale this stay-oriented growth model. wawakim@sportsseoul.com
