Urban Healing Set of 3… “Global Healing City” Branding in Full Swing
Incheon Metropolitan City has introduced a new customized wellness tourism product aimed at middle-aged women, embarking on the establishment of the ‘Well-Medi Incheon’ brand.
The Incheon Tourism Organization announced on the 21st that it has unveiled a comprehensive wellness program that provides one-stop solutions from mental stability to physical recovery and beauty care.
3-Step Healing Course for Mind, Body, and Beauty
The newly launched program consists of a 3-step healing journey featuring chakra meditation, nature gardening therapy, and premium spa.
Step 1: Mental Healing involves chakra meditation at Dongguk Meditation Center to balance inner energy and promote mental and physical stability. Modern women, exhausted from their busy lives, can experience mental recovery by having their own quiet time.
Step 2: Nature Healing takes place at Bandise World, featuring barefoot walking and gardening activities. By walking barefoot on dirt paths and directly engaging with nature, participants awaken their senses and relieve stress through gardening therapy.
Step 3: Beauty Healing offers specialized spa care using natural materials such as mugwort, Dead Sea salt, and organic oils at The Spa Hasta. Participants can restore their outer beauty through hydro pressure scalp massages and facial and body programs.
Targeted Differentiation Strategy for Middle-Aged Women’s Needs
This program is the result of focusing on the lifestyle changes of women in their 40s and 50s. It accurately identifies the needs of middle-aged women who have become more interested in self-care as the burden of raising children decreases.
Jeong So-yeon, team leader of the Incheon Tourism Organization, stated, “We designed it so that middle-aged women can experience meditation, nature healing, and professional care in an easily accessible urban location,” adding, “We provide a comprehensive solution that allows for simultaneous management of physical and mental health.”
Spreading Wellness Tourism Models that Reflect Local Characteristics
Starting with this program, Incheon plans to intensify the establishment of the ‘Global Healing City, Well-Medi Incheon’ brand. The strategy is to continuously develop customized wellness programs for different life stages to meet diverse wellness demands across generations.
In particular, by utilizing Incheon’s geographical accessibility and urban infrastructure, it presents a new model of **‘urban wellness tourism’**. This differentiates itself by allowing systematic healing experiences within daily life without the need to travel far.
Spreading Wellness Tourism Trends… Accelerating Local Government Competition
Recently, Geochang County also held the ‘2025 Geochang Meditation and Vegan Festival,’ attracting over 3,500 participants, intensifying the competition for wellness tourism among regions.
This program from Incheon City is gaining attention as it is planned as a sustainable tourism product rather than a simple event festival. The clear target demographic of middle-aged women and the integrated approach encompassing mental, physical, and beauty care are analyzed as success factors.
It remains to be seen whether the urban wellness tourism model presented by Incheon City will spread to other local governments and how middle-aged women will respond to it.
Written by: Oh Ji-hyun, Editor