Kim Jong Un Showcases New Spa Complex to Boost Tourism

North Korean leader Kim Jong Un recently visited the newly renovated Onpo Workers’ Recreation Center, showcasing a luxury spa complex as part of a campaign to enhance tourism in the country. The facility, now the largest hot springs resort in North Korea, aims to attract primarily Russian and Chinese tourists, reflecting the regime’s ongoing efforts to generate foreign currency amidst economic challenges.

The grand opening of the spa follows a significant renovation that was initiated by Kim after a previous visit left him dissatisfied. Photographs released by state media displayed Kim testing the water in the hot tubs while mingling with guests at the spa. This latest propaganda effort mirrors earlier attempts, where Kim was seen examining hotel accommodations and enjoying leisure activities with his daughter, Kim Ju Ae, who is believed to be around 13 years old.

Enhancing Tourism Amid Economic Struggles

The state-run Korean Central News Agency (KCNA) reported on Kim’s tour, highlighting his approval of the amenities and aesthetic features of the resort. The report emphasized Kim’s focus on creating an attractive environment for visitors, stating, “Going round bedrooms of hotels, cozy leisure spaces and commercial and public catering facilities, [Kim] appreciated that all elements are at a high level in terms of practicality, diversity and formative art to preserve their own attractiveness.”

North Korea’s economy has faced significant difficulties, ranking 118th out of 127 in the World Hunger Index in 2025. Given the stringent international sanctions imposed due to its nuclear weapons program, tourism represents a critical avenue for the country to earn much-needed foreign currency. By fostering relationships with countries like Russia and China, North Korea aims to capitalize on the influx of tourists, which could provide a much-needed boost to its struggling economy.

Kim’s recent push for tourism is not without precedent. Earlier this year, he was filmed engaging in similar promotional activities, including testing mattresses and dining with his daughter at a new luxury resort in Samjiyon. This pattern of using family-centric imagery in state propaganda has led to speculation about Kim Ju Ae’s potential future role within the regime. The state media has consistently referred to her as Kim Jong Un’s “respected” or “most beloved” child, further fueling discussions about her position in the country’s leadership hierarchy.

Future Prospects for North Korean Tourism

The Onpo Workers’ Recreation Center is positioned within one of North Korea’s primary tourist zones, expected to draw visitors from nations that maintain favorable relations with the regime. The official media described Kim’s initiatives as “painstaking efforts” to transform the Paektu area, noted for its natural beauty and cultural significance.

As North Korea continues to navigate its economic landscape, the focus on tourism could provide a strategic advantage. The regime’s ambitions to develop its hospitality sector may serve not only as a means of financial recovery but also as a tool for soft power in promoting a more favorable image on the global stage.

The success of these tourism initiatives remains contingent upon international perceptions and the geopolitical climate. Nevertheless, Kim Jong Un’s recent public appearances signal a commitment to showcasing the nation’s potential appeal to foreign visitors, even as the country grapples with the realities of economic constraints.