1/9/2025
Yesterday, I discussed why Korean tourists are particularly drawn to Zhangjiajie. Today, I’ll share my thoughts on the factors behind Zhangjiajie’s immense popularity among Koreans.
Zhangjiajie wasn’t always well-known among international tourists. In 1998, the local government implemented strategic marketing initiatives to promote its attractions on a global scale.
Leveraging Film and Television
One of the earliest strategies involved using film and television as promotional tools. Initially, Zhangjiajie gained recognition as a filming location for Journey to the West. Later, the release of Avatar in 2009 brought international attention to its landscapes. Zhangjiajie’s iconic "Southern Sky Column” was marketed as the inspiration for the movie’s floating mountains. At the time, the slogan, “潘多拉太远，张家界很近” (Pān duō lā tài yuǎn, Zhāng jiā jiè hěn jìn), meaning “Pandora is far away, but Zhangjiajie is close,” captured global imagination.
Extreme Sports Events
Zhangjiajie also embraced extreme sports to attract attention. In 2007, the world-famous French climber Alain Robert, known as “Spider-Man,” scaled the iconic Tianmen Cave, further boosting the region’s appeal.
The South Korean Connection
The pivotal moment for attracting South Korean tourists came in 2009, during the 20th anniversary of Zhangjiajie’s establishment as a city. As part of the celebrations, Zhangjiajie honored seven individuals as “Special Contributors to Zhangjiajie’s Development.” Among them was Cho HongKyu, a South Korean tourism promoter and the only foreign recipient.
Cho’s connection with Zhangjiajie began in 2001, when he attended the Zhangjiajie International Forest Conservation Festival. Deeply impressed by the region, he began promoting it to South Koreans. Initially a personal endeavor, his efforts soon aligned with the local government’s strategy to strengthen ties with South Korea.
Culture-Specific Marketing
The government’s campaigns targeted South Korean seniors, emphasizing filial piety—a core cultural value. A popular slogan emerged: “If you haven’t been to Zhangjiajie in your lifetime, how can you call yourself an old man at a hundred years?” This reminds young people of taking their parents to Zhangjiajie, as it was framed as an act of respect and devotion.
Tailored Services for Korean Tourists
Zhangjiajie introduced services specifically designed for family travel, making it easier for younger generations to take their elderly parents on trips. Recognizing the challenges of long journeys, the government negotiated direct flight routes between Zhangjiajie and multiple South Korean cities. These routes reduced travel time from 8 hours (with transfers) to just 3 hours.
To address potential language barriers, Korean-language signs were installed in major service areas and scenic spots, and a certification system for Korean-speaking tour guides was introduced. At its peak, Zhangjiajie had over 3,000 certified Korean-speaking tour guides.
The local government also prioritized convenience for international visitors by offering 24-hour visa-on-arrival services, ensuring that 90% of ATMs accept foreign cards, and enabling major stores to process foreign card payments via POS machines.
Exceeding Expectations
Initially, South Koreans were drawn to Zhangjiajie for its breathtaking scenery. However, what keeps them returning is the exceptional level of service that often exceeds their expectations. From the seamless travel experience to thoughtful hospitality, Zhangjiajie continues to create pleasant surprises that leave a lasting impression.
A Global Standard for Tourism
By combining awe-inspiring landscapes with meticulous attention to visitor needs, Zhangjiajie has transformed itself from a tourist destination into a world-class experience. It stands as a model for how destinations can captivate and charm global audiences while setting new benchmarks for tourism excellence.
Ultimately, it’s a story worth sharing with the world.