District to link Surakhu, Hwarangdae Railway Park and JUMP; 'Nowon Family Pass' set for 2027
Nowon-gu in Seoul is pursuing an integrated tourism strategy that connects its individually operated leisure and tourism facilities into a single network.
The district aims to transform one-off facility visits into extended stays that generate local spending, creating a cycle in which tourism revenue flows back into residents' leisure and welfare services.
Nowon-gu announced it will formally launch the "Itda" project — a Nowon-style integrated leisure and tourism model that links spaces, schedules, services and revenue streams.
The core idea is to weave the district's scattered leisure assets into a single tourism circuit. The plan connects Surakhu, Seoul's first urban nature retreat facility; Hwarangdae Railway Park, which has been named to the Korea Local 100 list two consecutive years; and JUMP, an urban adventure theme park — building a tourism offering that spans nature, culture and hands-on experiences.
Nowon-gu has built up a competitive portfolio of leisure facilities, but operating each one independently has limited its ability to extend visitor stays and encourage spending within the district. The new strategy addresses that by strengthening links between facilities and offering integrated services, shifting the model from single-visit tourism to extended-stay tourism.
The district is also watching favorable external conditions that could expand tourism demand. The opening of Seoul Arena, scheduled for 2027, and the 2027 Seoul World Youth Day are expected to draw more domestic and international visitors to Seoul's northeastern corridor. Infrastructure projects — including the Dongbuk Light Rail line, the Gwangun University Station transit-oriented area development and the GTX-C line — are also seen as factors that will improve access and conditions for longer stays.
Nowon-gu is currently building a baseline database of local leisure resources and reviewing the operational status and service systems of individual facilities. It is also analyzing how facilities can be linked and packaged as tourism products, and developing ways to expand benefits and service access for residents.
The flagship initiative is the "Nowon Family Pass," targeted for launch in 2027. The integrated tourism product will allow family visitors to use multiple leisure facilities and experience programs in combination. The district is also considering expanding the pass beyond a simple discount voucher into themed tourism packages covering wellness, healing and outdoor activities.
The district will also overhaul its administrative structure to support the initiative. A 2027 reorganization will establish a dedicated team and bring in specialist staff, while building a collaborative framework across relevant departments and facilities, along with an expert advisory system.
"We will connect Nowon's outstanding leisure resources into one network and build a tourism destination that more domestic and international visitors choose to come to and stay in," Nowon-gu District Mayor Seo Jun-o said. "We will establish a virtuous cycle in which a thriving tourism sector drives local economic growth, and the gains from that growth come back to residents as improved leisure and welfare."
seouldream01@heraldcorp.com
