Unlock Your Korea: Go Local is a Korea Tourism Organization campaign that began on Wednesday, Oct 7 and runs through Sunday, Dec 13, 2026. Its centerpiece for visitors is a WOWPASS cashback of 2,000 won on each purchase of 10,000 won or more at local businesses, up to six times, for a maximum of 12,000 won.
What the campaign is
The Korea Times and Herald Business reported on Oct 7, 2026 that the Korea Tourism Organization launched the campaign to draw international visitors beyond the capital. It builds on regional gateways: three airports, Cheongju, Daegu and Gimhae, and three seaports, Incheon, Pyeongtaek and Gunsan.
How the WOWPASS cashback works
The Korea Times describes WOWPASS as a popular prepaid card for tourists, and Herald Business calls it a payment and commerce platform for foreign visitors that is running the cashback as a joint promotion with the Korea Tourism Organization. According to Herald Business, a visitor who spends 10,000 won or more on food or shopping at local businesses receives an instant 2,000 won cashback per transaction, with a maximum of six transactions per person, which makes 12,000 won the most one person can receive. By simple arithmetic, reaching that cap takes six purchases of at least 10,000 won each, or at least 60,000 won in total.
Herald Business writes that the minimum spend is 10,000 won or more, while the Korea Times writes more than 10,000 won. A purchase of 10,001 won or more satisfies both wordings.
| Rule | Value |
|---|---|
| Minimum spend per purchase | 10,000 won |
| Cashback per transaction | 2,000 won |
| Number of transactions that count | 6 |
| Maximum cashback | 12,000 won |
Both reports speak of participating local businesses, so the campaign page or the WOWPASS app is where to confirm that a particular shop takes part before you spend.
Easier payment and tax refunds at small shops
Herald Business reports that mobile payment infrastructure and tax-refund systems will be expanded at traditional markets and other local shops. The Korea Times describes the same expansion of mobile payment options and tax-free shopping to local markets and small stores. The campaign is built around payment barriers, transportation barriers, regional food festivals and multilingual travel help, according to the Korea Times.
Lodging and the 1330 hotline
Herald Business reports that lodging listings near the regional airports and seaports will be expanded significantly, including hanok guesthouses. The 1330 Korea Travel Hotline strengthens multilingual interpretation and guidance, and the Korea Times says that includes rural bus routes and booking hanok stays.
Festival travel products
Travel products are being developed around the Daegu Tteokbokki Festival and the Gimcheon Gimbap Festival, two regional food festivals. According to Herald Business, joint promotions run through the Korea Tourism Organization’s overseas offices and global online travel agencies, so the packages may appear on travel booking sites rather than on the festivals’ own pages.
How it connects to the K-Tour Pass
Both reports mention the K-Tour Pass, the Busan pilot that began on Oct 1. The Korea Times describes it as an all-in-one travel ticket for Busan with discounted express train fares from the airport and free entry to 35 local attractions. Herald Business writes that holders can get a discount on Airport Railroad Express fares or free admission to one of 35 paid attractions in Busan. Because the two reports word the benefit differently, the pass listing on Klook or Webtour is the place to read the exact terms.
What the organizers say
Min Byeong-seon, head of the Korea Tourism Organization’s tourism industry division, is quoted by Herald Business as saying the organization will work with local governments, agencies and private companies to make regional airports and seaports new starting points for local tourism. The Korea Times adds the context that Korea is aiming for record international arrivals and treats spreading visitor spending into regional economies as a priority.
A way to use it
- Pick one of the gateways, for example Daegu or Gimhae, and plan a trip that starts there.
- Get a WOWPASS card and note the rules: at least 10,000 won per purchase, 2,000 won back each time, six times at most.
- Spend at local businesses, such as a market stall or a small restaurant, and keep track of your six transactions.
- Call 1330 if you need interpretation for a rural bus route or a hanok booking.
- Finish before Dec 13, the last day.
- Gateway chosen
- WOWPASS card obtained
- Six purchases of 10,000 won or more planned
- 1330 number saved
Frequently asked questions
When does Go Local run?
From Wednesday, Oct 7 to Sunday, Dec 13, 2026.
How much is the cashback?
2,000 won per transaction of 10,000 won or more, for up to six transactions, so a maximum of 12,000 won.
Which airports and seaports are gateways?
Cheongju, Daegu and Gimhae airports, and Incheon, Pyeongtaek and Gunsan seaports.
What is the 1330 hotline?
The tourist information line, which the campaign extends with interpretation for rural bus routes and hanok booking.
Do I need WOWPASS?
The cashback in the reports is tied to WOWPASS, so yes for that part of the campaign.
Sources
- Korea Times: KTO launches campaign to draw international tourists beyond the capital (Oct 7, 2026)
- Herald Business: Unlock Your Korea: Go Local (Oct 7, 2026)
Details checked against these pages on Oct 27, 2026. Weekdays and day counts were confirmed with a calendar calculation.