Jongno-gu Makes History with Record 12th Consecutive Urban Award - First in Korea

Historic Achievement: Jongno-gu's Unprecedented 12-Year Win Streak

On July 15, 2025, Jongno District in Seoul made history by receiving the Minister of Land, Infrastructure and Transport Award at the 2025 Korea Urban Awards, marking an unprecedented 12th consecutive victory - the first and only local government in Korea to achieve such a feat. This remarkable achievement places Jongno-gu in a league of its own among Korea's 226 local governments, demonstrating consistent excellence in urban development and policy implementation.

The Korea Urban Awards is a prestigious recognition system that comprehensively evaluates local governments' sustainability efforts and living infrastructure standards. This year's competition focused on four key areas: urban regeneration, population decline response, climate change adaptation, and smart city development, with only 14 institutions selected from the entire nation. The consistent recognition of Jongno-gu's efforts over more than a decade showcases the district's commitment to innovative governance and resident welfare.

What makes this achievement particularly significant is the competitive nature of the awards. Unlike many other government recognitions, the Urban Awards require continuous demonstration of policy effectiveness and measurable improvements in residents' quality of life. Jongno-gu's ability to maintain this standard for twelve consecutive years reflects not just one-time success, but sustained excellence in urban management and forward-thinking policy implementation that resonates with both residents and tourists alike.

The Bukchon Revolution: Korea's First Special Management Area

The cornerstone of Jongno-gu's latest victory lies in its groundbreaking Bukchon Special Management Area policy - the first of its kind in Korea. This innovative approach tackles the growing challenge of overtourism while protecting residents' quality of life in one of Seoul's most historic neighborhoods. The policy designates Bukchon Hanok Village as a special management area under the Tourism Promotion Act, giving local authorities unprecedented power to regulate tourist activities and protect cultural heritage sites.

The implementation began on July 1, 2024, when Jongno-gu officially designated a 1,128,372 square meter area covering parts of Samcheong-dong and Gahoe-dong as Korea's first special management area. The policy divides the village into distinct zones: Red Zones with the strictest regulations, Orange Zones with moderate restrictions, Yellow Zones for monitoring, and Charter Bus Restricted Areas to manage group tourism. This zoning system represents a sophisticated approach to balancing tourism benefits with resident welfare.

The Red Zone, particularly Bukchon-ro 11-gil where traditional hanok houses are most densely located, restricts tourist access to daytime hours only - from 10 AM to 5 PM. This timing was carefully chosen to protect residents during morning and evening hours when families are most active in their daily routines. The Orange Zones, including Bukchon-ro 5-gil and Gyedong-gil, focus on noise management and visitor guidance rather than time restrictions, acknowledging the mixed residential and commercial nature of these areas.

Community Response: From Resistance to Recognition

The initial community response to Jongno-gu's tourism management policies was mixed, with some residents expressing skepticism about the effectiveness of regulations and concerns about potential economic impacts on local businesses. However, the policy's success has gradually won over both residents and the tourism industry through careful implementation and consistent enforcement. Korean online communities, particularly on platforms like Naver and Daum, have shown increasingly positive reactions to the policy's results.

On popular Korean forums such as DC Inside and Instiz, users have praised the policy's effectiveness in reducing noise complaints and improving residents' quality of life. One representative comment from a Bukchon resident stated: 'Finally, we can have peaceful evenings without tour groups disrupting our neighborhood.' The sentiment reflects a broader community appreciation for the district's proactive approach to overtourism management. Tourism industry representatives have also adapted positively, with travel agencies now incorporating the time restrictions into their tour schedules and promoting more sustainable tourism practices.

The policy's success is perhaps best demonstrated by the fact that no fines have been issued since the enforcement began in March 2025. This indicates that tourists and tour operators have voluntarily complied with the regulations, suggesting that the policy strikes an effective balance between accessibility and protection. The collaborative approach between the district office, residents, and tourism stakeholders has created a model for sustainable tourism management that other Korean cities are now studying and considering for implementation.

International Recognition and Global Tourism Trends

Jongno-gu's innovative approach to tourism management aligns with global trends toward sustainable tourism and overtourism mitigation strategies seen in cities worldwide. The district's success has attracted international attention, with urban planning experts and tourism researchers studying the Bukchon model as a potential solution for historic districts facing similar challenges. The policy's emphasis on walking-oriented tourism and bus restrictions reflects broader global movements toward reducing vehicular traffic in historic city centers.

The timing of this recognition is particularly significant given the current global discourse on sustainable tourism following the COVID-19 pandemic. Cities worldwide are reconsidering their tourism strategies, with many implementing similar time-based restrictions and visitor management systems. Jongno-gu's early adoption and successful implementation of these measures positions Seoul as a leader in sustainable urban tourism management. The district's approach has been featured in international urban planning conferences and academic publications as a case study in effective policy implementation.

Foreign tourists visiting Seoul have generally responded positively to the Bukchon regulations, with many appreciating the more authentic and less crowded experience during permitted hours. Travel blogs and international tourism websites have highlighted the policy as an example of responsible tourism management that enhances rather than detracts from the visitor experience. This international recognition further validates Jongno-gu's approach and contributes to Seoul's reputation as a forward-thinking city in tourism management.

Economic Impact and Business Adaptation

The implementation of the Bukchon Special Management Area policy has had notable economic implications for local businesses and the broader tourism industry in Seoul. Initially, some business owners expressed concerns about potential revenue losses due to restricted visiting hours and reduced tourist traffic. However, data from the past year shows that the policy has led to a more sustainable and higher-quality tourism experience, with businesses reporting increased customer satisfaction and longer visit durations during permitted hours.

Local restaurants and cafes within the Bukchon area have adapted their operating hours to align with the new tourism patterns, with many reporting improved profit margins due to more predictable customer flows and reduced operational stress during evening hours. The district office has also provided support to local businesses through consultation services and marketing assistance to help them transition to the new tourism model. Traditional hanok guesthouses have particularly benefited from the policy, as guests staying overnight can experience the neighborhood's authentic atmosphere after the day-trip tourists have departed.

The charter bus restrictions implemented in July 2025 have encouraged the development of alternative tourism products, including walking tours and small-group experiences that align with the policy's pedestrian-focused approach. Tourism companies have innovated new products that emphasize cultural immersion and authentic experiences rather than quick photo opportunities, contributing to a more sustainable tourism ecosystem. The economic success of these adaptations has strengthened support for the policy among local stakeholders and demonstrated that effective regulation can enhance rather than harm tourism-related economic activity.

Future Vision: Sustainable Urban Development Model

Looking ahead, Jongno-gu's success with the Bukchon Special Management Area policy serves as a blueprint for sustainable urban development that other Korean cities and international destinations are actively studying and adapting. District Chief Jung Moon-heon has emphasized that this recognition validates the district's long-term vision of creating harmony between residents' daily lives and tourism activities. The policy's success has encouraged the district to explore similar approaches in other historic areas within Jongno-gu, potentially expanding the special management area concept to additional neighborhoods facing overtourism challenges.

The district's comprehensive approach to urban management extends beyond tourism regulation to include climate change adaptation, smart city technologies, and demographic transition strategies - all key criteria in the Urban Awards evaluation. Future plans include the integration of digital monitoring systems to track visitor flows and environmental impacts, as well as the development of cultural programs that educate visitors about the historical significance of Bukchon Hanok Village. These initiatives reflect Jongno-gu's commitment to innovation in urban governance and its role as a leader in sustainable city development.

The 12th consecutive Urban Award victory positions Jongno-gu as a national model for effective local governance and policy implementation. Other local governments across Korea are sending delegations to study Jongno-gu's management practices, and the district has begun offering consultation services to help other cities implement similar tourism management strategies. This knowledge-sharing approach not only enhances Jongno-gu's reputation but also contributes to the broader improvement of urban management practices throughout Korea, potentially leading to more sustainable and livable cities nationwide.