Gyeongsangbuk-do launched aggressive tourism promotion initiatives targeting Chinese travelers in collaboration with major regional broadcasters, Liaoning TV and Jiangsu TV. The production teams visited key historical and cultural hubs across the province, including Gyeongju, Mungyeong, and Andong, from August 31 to September 3, to film comprehensive segments on regional heritage, culinary traditions, and immersive local experiences for upcoming broadcast specials in China.

Governor Lee Chul-woo participated in an official interview at the provincial government building on September 3, where he emphasized Gyeongsangbuk-do's profound historical value and competitive edge as a premier international travel destination. During the interview, he extended warm congratulations and success wishes for the upcoming APEC Economic Leaders' Meeting scheduled to take place in Shenzhen, China, this November, building upon the diplomatic momentum generated by Gyeongju's successful hosting of the APEC summit.

Liaoning TV serves massive viewing audiences across northeastern China, while Jiangsu TV commands a powerful media footprint in the country's eastern coastal provinces. The completed feature programs are scheduled to air during prime-time television slots between 7 PM and 9 PM across China this October. Building upon successful promotions last year through partnerships with Hebei TV and Hunan TV—which reached a cumulative total of 26.39 million viewers—this year's broadcast initiative aims to further expand public awareness of Gyeongsangbuk-do.

As China maintains its position as the top source of inbound international visitors to South Korea, recording 5.48 million arrivals in 2025 according to the Tourism Knowledge Information System, the provincial government has systematically intensified targeted marketing campaigns. Strategic efforts include localized roadshows and promotional collaborations with major platforms like Trip.com. Furthermore, Gyeongsangbuk-do plans to execute high-impact follow-up marketing programs, including the International Gyeongsangbuk-do Tourism Industry Exchange Exhibition in October and participation in the Korea Local Travel Festa in Shenzhen, China, this November.

"The triumphant hosting of the APEC summit last year propelled Gyeongsangbuk-do onto the global stage and served as a vital turning point in introducing our region anew to the Chinese public," Governor Lee stated. "We will widely promote Gyeongsangbuk-do—where the historical roots of Korean culture and modern K-culture thrive—to Chinese television viewers, ensuring that more Chinese travelers visit in person to experience the unique and profound value exclusive to our region."

Governor Lee added, "If the year 2025 drew the eyes of the world to Gyeongju, now it is Shenzhen's turn to embrace the global community and write a new chapter in APEC history. We sincerely wish for the triumphant execution of the 2026 Shenzhen APEC summit, and we anticipate that the enduring ties forged through APEC will serve as a powerful catalyst to expand cultural and tourism exchanges between Gyeongsangbuk-do and China."