'Next Run Travel Festa' to be held in October
Running events expanded into extended-stay tourism
Collaborations with YouTube's Shawn and Wally character
Tailored running programs in Jeonju and Gyeongju
Cooking show and hot spring recovery programs for runners
A new travel model combining running events with extended regional stays is set to take shape. The program pairs race entries with accommodation packages and adds nutrition-focused meals and hot spring rest to help participants recover physically.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) will hold the "Next Run Travel Festa" in October, expanding regional running events into multi-day travel experiences.
Held for the first time this year, the festa centers on running events tied to well-known intellectual properties: "R1 2026 Jeonju" (Oct. 17-18), co-hosted with the YouTube channel "With Shawn," and "Bomun Night Run with Wally" (Oct. 31-Nov. 1), featuring Universal's Wally character.
The KTO will offer discounted packages combining race entries with accommodation so participants can stay and explore the region before and after each event. Recovery-focused rest programs and tailored activities have also been arranged, allowing runners to experience local areas through running as a gateway.
Each event will operate a range of programs centered on a dedicated Next Run Hub. At the R1 2026 Jeonju venue, activities include a warm-up run with a national team coach, a carbo-loading dining cooking show where a runner-chef prepares carbohydrate-rich dishes for race preparation, and a recovery tour through downtown Jeonju. At the Bomun Night Run with Wally event, participants can join a Gyeongju stamp tour with Wally and take part in a "24-hour no check-in trip" — unwinding at a hot spring after the race. Runners will also receive a stamp tour book as part of their package, featuring a mission-style event where they hunt for Wally at attractions across the region to add an extra layer of fun to local sightseeing.
Details on registering for the festa's travel programs are available on the KTO's "Everywhere in Korea" travel product promotional page and on the dedicated "NEXT RUN" page within Lotte On.
Park Jeong-ung, a KTO division head, said the organization aims to present a new tourism trend in which race participants do not simply finish their event and leave, but instead enjoy travel in various ways before and after the competition. "We will continue to expand stay-based local tourism content that encourages visitors to linger longer in regions and rediscover their appeal," he added.
Meanwhile, the KTO has been running the "Run-Trip Discount: ON" project in partnership with Lotte On since May. The initiative offers a discount of up to 50,000 won ($37) on domestic run-trip packages that include at least one night's stay, and running gear such as shoes and clothing is also available at maximum discount rates. Alongside this, the KTO operates "Korea's Next Run Trip" travel products themed around river, mountain and coastal running.
terry@heraldcorp.com
