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North Gyeongsang launches initiatives to boost overnight tourism

Published: 31 Mar. 2026, 16:37

Senior government officials including President Lee Jae Myung, fifth from left in the front, pose for a group photograph on the sidelines of the APEC summit in Gyeongju, North Gyeongsang, on Nov. 1, 2025. [PRESIDENTIAL OFFICE]

ANDONG, North Gyeongsang — After hosting last year’s widely covered Asia-Pacific Economic Cooperation (APEC) summit, the city of Gyeongju and the surrounding North Gyeongsang province have seen a surge in visitors, according to data released Tuesday. But most travelers still do not stay the night, raising concerns that the region’s economic gains remain limited.

The number of visits to North Gyeongsang rose sharply in the five months following the summit of world leaders, with its main event held on Oct. 31 and Nov. 1 last year, provincial officials said. From October 2024 to February 2025, the province recorded 69.9 million visits. That figure increased to 78.9 million during the same period a year later, a 12.8 percent jump.

The increase in visitors also lifted key tourism indicators. Overnight stays rose 10.5 percent to 58 million from 52.5 million during the same period, while tourism spending climbed 8.4 percent to 2.5 trillion won ($1.6 billion), up from 2.3 trillion won.

Even so, the share of visitors who stayed overnight — known as the lodging conversion rate — compared to last year showed little improvement across key tourism cities in North Gyeongsang. In the five months after the summit, the rate stood at 17.1 percent in Gyeongju, 14.4 percent in Andong and 11.6 percent in Mungyeong, each up by only about 1 percentage point from a year earlier.

The figures highlight a persistent challenge: While more people are visiting, many leave the same day, limiting the economic impact of tourism. Spending tends to rise significantly when visitors stay overnight.

hanbokVisitors wearing hanbok (traditional Korean dress) walk through Hwangnidan-gil, a popular tourist road, in Gyeongu, North Gyeongsang, on Oct. 31, 2025. [NEWS1]

To address this, the provincial government has begun promoting what it calls a “one city, one hotel” initiative, aimed at expanding high-quality lodging across the region. Provincial officials say the goal is to make accommodations themselves a reason to visit and encourage longer stays.

The province is focusing on major tourism hubs including Pohang, Yeongdeok, Andong and Mungyeong. In Yeongdeok, authorities are seeking investors for a 420-room hotel near Goraebul Beach, a project estimated to cost 250 billion won. Pohang is developing high-end lodging facilities in the Hwanho, Yeongildae and Songdo areas. A 300-room global hotel brand is set to open in the Andong Cultural Tourism Complex, while Mungyeong is moving forward with approvals and seeking investors for a resort near the Mungyeong Saejae mountain pass.

A rendering of a Marriott hotel potentially set for construction in the Andong Cultural Tourism Complex in North Gyeongsang is seen in this image provided by the provincial government. [NORTH GYEONGSANG]

Provincial officials say the quality of accommodations has become a central factor in travel decisions. Data from the post-summit period show that Gyeongju, which has relatively stronger lodging infrastructure, recorded the highest conversion rate among the province’s main tourist destinations.

“Research shows that each additional night generates an average of 180,000 won in extra spending per person,” a provincial official said.

“If three million visitors stay overnight, the economic effect would rival that of a midsize industrial complex. That is why we are focusing on the one city, one hotel project.”

President Lee Jae Myung, center, speaks at the APEC Economic Leaders' Meeting at the Hwabaek International Convention Center in Gyeongju, North Gyeongsang, on Nov. 1, 2025. [PRESIDENTIAL OFFICE]

Another issue is that despite the rise in visits, the average length of stay has also increased only marginally. While visits grew 12.8 percent after the summit, the average duration of stay rose just 2.1 percent.

The province plans to expand nighttime tourism offerings to encourage visitors to remain longer. In Gyeongju, nighttime lighting will be enhanced at the Bomun Tourism Complex and a “Night Trail” linking major attractions will be created. Cooling fog systems will also be installed along the Bomun lakeside path to improve conditions during the summer months.

Authorities are also seeking to turn the legacy of the APEC summit into new attractions. Plans include an LED media wall symbolizing the 21 APEC member economies, as well as commemorative structures, media art installations and 3-D visual displays.

Yang Geum-hee, the province’s vice governor for economic affairs, said the coming year will be critical.

“2026 will be a crucial year to turn the image and infrastructure built through APEC into tangible results,” she said. “North Gyeongsang has the largest number of nationally designated cultural assets in Korea, and we aim to maintain our leading share of domestic overnight travel while positioning Gyeongju as one of the world’s top 10 tourist cities.”

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY KIM JUNG-SEOK [[email protected]]