Unlocking China’s Travel Market: Gyeongbuk’s Strategic Partnership with Trip.com for 2026 K-Tourism

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Andong—Park Cheon-hak, Reporter

North Gyeongsang Province said on March 15 that officials visited Shanghai and Shenzhen to sign joint marketing agreements with major Chinese travel platforms aimed at boosting Chinese tourist arrivals.

The province also took part in the 2026 K-Tourism Roadshow in Shenzhen, promoting North Gyeongsang tourism alongside the Korea Tourism Organization (KTO).

The visit was part of a strategic marketing push to expand Chinese arrivals, timed with the recovery of China’s travel market and the rollout of visa-free group travel policies. Building on the international recognition gained from hosting the 2025 APEC summit, the province is actively targeting the Chinese market to spread Gyeongbuk tourism globally.

On March 11 in Shanghai, the province signed a memorandum of understanding (MOU) with global online travel company Trip.com Group to promote and expand sales of North Gyeongsang tourism products.

Working with Trip.com Group, the province will run targeted promotions in China to attract more visitors during the May Labor Day holiday and the summer vacation season.

Highlights will include spring travel and cherry blossom spots across North Gyeongsang, traditional historical and cultural destinations like Gyeongju and Andong, modern city landmarks such as Pohang, food culture and hands-on experiences, and region-specific festivals and events. The province will also leverage influencers to share travel stories across themes—food, history, and drama filming locations—to showcase Gyeongbuk’s appeal to Chinese travelers.

On March 12 in Shenzhen, the province held a promotional briefing and B2B meetings for local tourism professionals at the 2026 K-Tourism Roadshow. Shenzhen will host this year’s APEC summit.

At the briefing, officials spotlighted North Gyeongsang’s marquee attractions—UNESCO World Heritage sites such as Bulguksa and Seokguram and Andong Hahoe Village—along with historical and cultural sites, drama filming locations, regional cuisine, and festival programming. They also promoted the province’s competitive strengths, including accessibility via Daegu and Gimhae International Airports, tourism infrastructure, and multi-day stay offerings.

To make North Gyeongsang easier to reach, the province is rolling out inbound tourism measures: promotions at local fairs and roadshows, development of APEC legacy tour packages focused on Gyeongbuk, and incentives for corporate meetings and incentive travel groups visiting Korea.

The province also plans to strengthen partnerships with local travel businesses and expand tourism marketing through global online platforms as it steps up efforts to attract overseas visitors.

Park Chan-woo, director of North Gyeongsang’s Culture, Tourism and Sports Bureau, said, “It’s important to turn the international recognition and brand value we secured by successfully hosting the 2025 APEC summit into tangible tourism results. We will continue overseas marketing to help North Gyeongsang rise as a global tourism city.”