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[Yanolja Research Insights] Vol.31 Beyond the Ballpark: Exploring the Role of Baseball in Regional Tourism

 ⚾ Beyond the Ballpark: Baseball as a Catalyst for Regional Tourism

When we think of tourism, cultural landmarks or scenic landscapes often come to mind. But there’s another player stepping up to the plate: professional baseball. Far beyond the excitement on the field, baseball is emerging as a powerful driver of regional tourism and local economies.


Why Baseball Matters for Regional Tourism

  • 10 million spectators: The league recently surpassed this milestone, showcasing its unmatched ability to move people across the country.
  • Nationwide reach: Teams are spread across major regional hubs, naturally dispersing tourism opportunities beyond Seoul.
  • Built-in frequency: With 720 games every season, baseball offers consistent reasons for fans to travel.

Local Impact: More Than Just a Game

  • Economic boost: Sales around stadiums rise by up to 90% on game days, with small businesses seeing tangible benefits.
  • Extended stays: Away fans often dine, shop, and explore attractions—turning a ballgame into a full travel experience.
  • Distance effect: Fans are more likely to stay overnight when games are 300 km or more from Seoul, creating a “stayover tourism” effect in cities like Busan and Changwon.


Three Winning Strategies

1. Transform stadiums into landmarks

– Ballparks can double as entertainment hubs, museums, or cultural complexes that attract visitors year-round.

2. Develop integrated travel packages

– Bundling game tickets with transportation, hotels, and local experiences makes it easier for fans to extend their trips.

3. Forge city–club partnerships

– When municipalities and teams collaborate, stadiums become platforms for place branding and regional promotion.


A Global Fandom Opportunity

Korea’s unique cheering culture—a full-stadium festival of singing and dancing—has gone viral worldwide. International fans are increasingly seeking out this one-of-a-kind experience, presenting new opportunities to expand inbound tourism beyond Seoul.


Looking Ahead

Baseball is no longer just about the sport. It’s a composite tourism asset that energizes local economies, showcases regional identity, and invites both domestic and international visitors to stay longer and spend more.


👉 Discover more insights and strategies on our official website: Yanolja Research Insights Vol.31

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Location: Seoul, South Korea

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