Gyeongsangbuk-do is partnering with Chinese regional broadcasting networks Liaoning TV and Jiangsu TV to promote regional tourism, according to an announcement by the Gyeongsangbuk-do provincial government. The initiative brings foreign broadcast media directly to South Korean heritage sites to capture historical, cultural, and culinary attractions for viewers across China.
Delegation Visits Gyeongju, Mungyeong, and Andong
A production crew representing Liaoning TV and Jiangsu TV toured Gyeongsangbuk-do over a four-day period, visiting key cultural destinations including Gyeongju, Mungyeong, and Andong, according to official provincial schedules. The broadcasters focused on filming traditional architecture, local gastronomy, and hands-on cultural experiences to build dedicated travel programming for Chinese audiences. Liaoning TV serves viewers in China’s northeastern provinces, while Jiangsu TV broadcasts primarily to the eastern coastal region. The completed programs are scheduled to air during prime-time viewing hours between 7:00 PM and 9:00 PM in October, according to Gyeongsangbuk-do officials.
APEC Diplomacy and Prior Promotional Reach
During a provincial interview, Gyeongsangbuk-do Governor Lee Cheol-woo highlighted the region’s historical value and tourism competitiveness. Governor Lee also noted the significance of the 2025 APEC Economic Leaders’ Meeting hosted in Gyeongju, while expressing support for the upcoming November APEC summit in Shenzhen, China. This broadcast collaboration builds on similar international media efforts. Last year, Gyeongsangbuk-do worked with Hebei TV and Hunan TV, reaching a total of 2,639만 명 with regional travel content, based on provincial data.
Targeting the Chinese Inbound Tourism Market
China remains the largest source of inbound travelers to South Korea, recording 548만명 in 2025 according to the Tourism Knowledge Information System. To capture this market, Gyeongsangbuk-do has implemented targeted marketing initiatives including promotional roadshows and partnerships with online travel platforms like Trip.com. Provincial authorities plan to sustain this momentum through upcoming autumn events, including participation in the International Gyeongbuk Tourism Industry Exchange Exhibition in October and the Korea Local Travel Festa in Shenzhen this November.
Summary and Outlook
By leveraging prime-time television broadcasts in key Chinese media markets, Gyeongsangbuk-do aims to translate the global attention gained from high-profile diplomatic events into sustained tourism growth. The province’s ongoing strategy relies on digital campaigns, media partnerships, and localized travel expos to draw more international visitors directly to its historical and cultural destinations.