Gyeongsangbuk-do Makes Travelers Want to Return Again and Again – Lee Jae-chun: “Local Warmth” Is the Key

▲ Lee Jae-chun, Vice President of the Gyeongsangbuk-do Tourism Organization. (Photo / Cai Wenjun, Reporter)

By Cai Wenjun / Exclusive Interview

Taiwan has become South Korea’s fourth-largest source of inbound tourists, with over 830,000 visitors from Taiwan in 2016 alone. As direct flights to various Korean cities continue to increase, exploring different parts of Korea has become more convenient. But how to attract even more visitors? Lee Jae-chun, Vice President of the Gyeongsangbuk-do Tourism Organization, believes: “The ‘local warmth’ of a place is its greatest appeal, making travelers want to return again and again.”

Gyeongsangbuk-do is the largest administrative region in South Korea, covering more than 19% of the country’s total land area. Lee Jae-chun studied in Gyeongsangbuk-do during his school years and was involved in urban planning. He believes the region’s biggest feature is its distinct four seasons. Its eastern coastline stretches over 500 kilometers, offering unforgettable ocean views, along with numerous scenic mountain forests. The ancient capital of Gyeongju boasts invaluable UNESCO World Heritage Sites such as Seokguram Grotto and Bulguksa Temple, making it ideal for travelers who love nature and historical landmarks.

Currently, South Korea receives around 17 million international visitors annually, of which approximately 400,000 to 500,000 come to Gyeongsangbuk-do. While convenient facilities and services—hardware—are certainly important in attracting repeat visits, Lee Jae-chun says the “software,” or human elements, are the real key.

“Gyeongsangbuk-do offers abundant natural landscapes and historical sites, allowing visitors to deeply understand Korean culture and history. Moreover, the warmth and respect people show one another is the most crucial factor in bringing travelers back.” The Gyeongsangbuk-do Tourism Organization conducted a follow-up survey among Taiwanese visitors, and the results showed that most left with wonderful memories and expressed interest in returning. Lee Jae-chun also shared his impression of Taiwanese tourists: “I find Taiwanese visitors to Gyeongsangbuk-do to be very courteous and well-mannered, which left a very positive impression on me.”

For first-time visitors, Lee Jae-chun recommends different destinations based on the season. In summer, travelers can head to the region’s east coast beaches—there are about 25 in total—featuring white sands and crystal-clear blue waters. Alternatively, they can visit Pohang for stunning night views and even catch a fireworks festival. Another great option is Ulleungdo Island, known as a “paradise on Earth,” where visitors can enjoy breathtaking natural scenery—perfect for a summer escape. In autumn, it’s peak foliage season. Places like Mt. Seoraksan’s lesser-known peaks or Mt. Juwangsan offer spectacular views. Gyeongju’s Bulguksa Temple, a UNESCO World Heritage Site, lets visitors appreciate both ancient architecture and vibrant red leaves, making it a local favorite.

With newly established direct flights from Taiwan to Busan and Daegu, traveling to Gyeongsangbuk-do has become even more convenient. Lee Jae-chun explained that from Busan, the KTX high-speed train takes just 30 minutes to reach Gyeongju, while the trip from Daegu takes only about 20 minutes. From Seoul, the journey is roughly two hours. He also mentioned that plans for airport and ferry services have already begun this year, offering travelers even more diverse options and further improving accessibility to Gyeongsangbuk-do.