Around 2020, at the height of the COVID-19 pandemic, a house along a provincial road in Yeongju, North Gyeongsang Province, became vacant—a common phenomenon across Korea as rural populations decline. After sitting empty for nearly three years, the house now operates as lodging for travelers. Tourism startup Blank remodeled the property and launched it in 2023 as "Yuhyu House," a medium- to long-term stay accommodation.
The results have been successful. One resident, originally from Seoul and escaping apartment noise complaints, has been staying for two years after falling in love with rural living. "We designed the space to capture demand for extended stays like month-long visits, not just short trips," a Yuhyu House official said. "Now long-term demand is so strong that reservations are hard to come by."
Yuhyu House's success has drawn attention from local governments and the tourism industry nationwide. The project addresses rural vacancy problems while building infrastructure that generates regional travel demand. This aligns with the goals of the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization. Yuhyu House emerged from "BETTER里" (Battery), a policy program supporting stay-based tourism models that combine lodging, experiences, and local businesses by applying tourism venture ideas to depopulating areas.
Building on its Yeongju success, Blank has expanded the model to Danyang, North Chungcheong Province in 2024 and Bonghwa, North Gyeongsang Province last year through the Battery program.
Beyond accommodations, startups are creating new regional travel products. In Gapyeong, Gyeonggi Province, pet travel startup Banryeo Saenghwal launched "Daengdaeng-i Ppaji," a dog-exclusive water leisure program that attracted 192 pet owners and 100 dogs. Discount events for pet-friendly accommodations helped convert visitors into extended-stay tourists.
Wonderweeks Company developed family-oriented experiential travel content through the program. The startup's travel platform app "Mammam" introduces kid-friendly Gapyeong itineraries for parents, bundling interactive attractions like Sinbi Zoo and Gapyeong Begonia Bird Garden with kids' pool villas and family hotels. The content exceeded 100,000 views and generated 200 million won in booking transactions.
Local startups across the country continue experimenting with travel demand creation. In Muju, North Jeolla Province, local startup Sangol Nangman operates "Muju Film Log," where visitors document village scenery and people with film cameras while strolling slowly through neighborhoods. At night, "Champs-Elysées" offers programming inspired by Anseong Nakhwa Nori, a traditional Muju folk performance. Another Muju youth enterprise, Farmers F&S, runs stay-based tourism through local brand "Sansan," combining agriculture, experiences, and spaces. Participants start with a trek through highland apple orchards, where rural landscapes become the travel course itself, followed by evening fire-gazing and starlight performances.
This year, the ministry and tourism organization expanded Battery to Gimje, North Jeolla Province and Gangjin, South Jeolla Province. Local governments provide administrative support while tourism startups plan and operate travel products using regional resources. Participating companies receive funding, expert consulting, investor connections, and promotional support.
"The Battery program has become an experimental ground for tourism ventures interpreting regional resources in new ways," a Korea Tourism Organization official said. "It extends local scenery, traditions, agriculture, and living culture into travel content that contributes to regional economies."