Unlocking Tourism: How Gyeongbuk Plans to Attract Chinese Visitors for 2026 APEC

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Gyeongbuk Province is ramping up its overseas tourism efforts by teaming up with local travel platforms and taking part in roadshows to attract more Chinese visitors.
 
Gyeongbuk said on the 15th that officials visited Shanghai and Shenzhen, signed a memorandum of understanding (MOU) with global online travel platform Trip.com Group to boost promotion and sales of Gyeongbuk travel packages, and joined the 2026 K-Tourism Roadshow in Shenzhen alongside the Korea Tourism Organization.
 
The China trip is part of a targeted campaign to increase Chinese arrivals as the market recovers and group-traveler visa-free policies take effect. The province plans to capitalize on the international recognition it gained from hosting the 2025 APEC summit to focus on the Chinese market.
 

On the 11th in Shanghai, Gyeongbuk finalized the agreement with Trip.com Group and agreed to run joint marketing campaigns to promote and increase sales of its tourism packages.
 
The province is planning an intensive promotional push aimed at Chinese travelers for the May Labor Day holiday and the summer vacation peak season.
 
Key promotional themes will include spring travel and cherry-blossom spots across Gyeongbuk; traditional historical and cultural destinations like Gyeongju and Andong; urban landmarks such as Pohang; Gyeongbuk’s food culture and hands-on experiences; and local festivals and events.
 
The province will also work with influencers to spread themed travel content—covering food, history, and drama filming locations—and link those efforts to global online sales channels to turn interest into bookings.
 
On the 12th, at the 2026 K-Tourism Roadshow in Shenzhen, Gyeongbuk hosted promotional briefings and B2B meetings for local tourism industry representatives.
 
At the event, officials highlighted Gyeongbuk’s attractions, including UNESCO World Heritage sites like Bulguksa Temple and Seokguram Grotto and Andong’s Hahoe Village, as well as historical sites, drama locations, local cuisine and festival content. They also promoted the province’s tourism infrastructure, emphasizing access via Daegu and Gimhae International Airports and its appeal for longer stays.
 
Local broadcasters, including Shenzhen TV and Shenzhen Satellite TV, covered the event and conducted interviews about Gyeongbuk tourism and the benefits of hosting the APEC summit, giving the province added exposure.
 
Gyeongbuk plans to broaden its inbound tourism strategy by taking part in overseas fairs and roadshows, developing APEC legacy tours, and offering incentives to attract corporate meetings and incentive-travel groups.
 
The province also intends to deepen partnerships with local travel businesses and continue tourism marketing through global online platforms.
 
Park Chan-woo, director of Gyeongbuk’s Culture, Tourism and Sports Bureau, said, \”It’s crucial to turn the international recognition and brand value we gained from the 2025 APEC summit into actual visitors. We will keep pushing our overseas tourism marketing and target the Chinese market so Gyeongbuk can rise as a global tourism city.\”