There’s no doubt about it: travellers are spending more on experiences, and are even looking toward lesser-known destinations. For tourists seeking a more immersive experience in South Korea, the province of Gyeongsangbuk-do (Gyeongbuk for short) is the perfect place to start.

Besides being conveniently located between Busan and Seoul, the province is home to 20% of South Korea's cultural assets, mountain ranges, and 537km of coastline. Here are the essential experiences travellers should add to their South Korean bucket list:

Get hands-on with Korean culture

Andong Hanji Paper Factory offers immersive guided tours, allowing visitors to observe the intricate traditional paper-making process and create their own unique Korean paper sheets.

Renowned for its durability, Hanji (Korean paper) is the choice of medium for Korean artists. There are only about 20 traditional hanji mills remaining in the country, and hanji from Andong is considered to be of excellent quality. At Andong Hanji Paper Factory, visitors can tour the facility to witness the intricate traditional paper-making process firsthand and even partake in the creation of their own unique sheets of Korean paper.

Tourists can also experience a Korean tea ceremony — which is vastly different from a Japanese one — at several tourist attractions with traditional tea houses, including the Gyeongju Gyochon Traditional Village and the Mungyeong Saejae Open Film Set.

Feel the adrenaline rush

Opened in 2020, the Mungyeong Dansan Tourist Monorail offers a thrilling ascent up Mount Dan.

Outdoors enthusiasts and thrill-seekers are spoilt for choice in Gyeongbuk, with options for hiking, camping, and even paragliding in the mountains. The Mungyeong Dansan Tourist Monorail, newly opened in 2020, takes visitors on a slow but steep climb up Mount Dan, with parts of the monorail sloped at 45°. While sightseers will be mesmerised by the vistas, the mountain also boasts an observatory, paragliding site, outdoor adventure park, campsites, and more.

Along Gyeongbuk’s cerulean coast, tourists have the opportunity to explore the Gyeongbuk Donghaean Geopark and its geosites, including the 12 Waterfalls of Mt. Naeyeonsan in Pohang and Seongryugul Cave, a massive limestone cave in Uljin County. The East Coast Gyeongbuk Bicycle Path, which hugs the coast, offers a challenging ride for seasoned cyclists.

Savour gastronomic delights

Mulhoe is a refreshing "soup" of raw fish and glass noodles in icy red pepper broth.

Surrounded by mountains and sea, Gyeongbuk’s harvest of local ingredients is especially adaptable to various dietary requirements, such as for Muslim and vegetarian travellers. Pohang, for one, offers some of the freshest seafood in South Korea at prices lower than Seoul or Busan. Adventurous foodies can try grilled hagfish, a popular local delicacy, as well as mulhoe, a “soup” of raw fish and glass noodles in ice-cold red pepper broth.

In locales further inland, traditional Korean vegetable dishes take the spotlight. Andong’s heotjesatbap (bibimbap with soy sauce), which was eaten by scholars during the Joseon dynasty, features seasoned wild greens and young vegetables on rice, which is then mixed with soy sauce. The city is also known for Andong jjimdak, a spicy braised chicken dish.

Stay in style

Experience the charm of traditional Korean living at Andong's 4-suite Gurume, where hanok-style accommodations provide an authentic and immersive cultural encounter.

Gyeongbuk’s bigger cities are well-served by local hotel chains, such as the upscale Lahan Hotels and mid-range Commodore Hotels in Pohang and Gyeongju. International brands include the Hilton Gyeongju, as well as the Daegu Marriott Hotel and Toyoko Inn Dongseongno in nearby Daegu.

When it comes to smaller groups or luxury travel, a burgeoning selection of independent hotels promises enchanting, exclusive accommodation experiences: hanok (traditional Korean houses) like the 4-suite Gurume in Andong offer a taste of traditional Korean living, while specially designed holiday homes like Stayumok, along Pohang’s seaside, boast unbeatable views and amenities like indoor hot tubs.

Travel with ease

The closest international airport to Gyeongbuk is Daegu International Airport; direct flights are available from Taipei, Bangkok, and Cebu, as well as multiple cities in Vietnam, China, and Japan. The next closest airport is Gimhae International Airport in Busan, which is 1.5-2 hours’ drive from the province.

Regular and high-speed rail services are available to cities like Andong, Gyeongju, and Pohang. However, transfers are required when travelling from Seoul or Busan and thus, driving along the province’s well-developed highway network is the best option for tour groups.

Amidst an unprecedented surge in tourist arrivals, with a staggering 400% year-on-year increase in foreign visitors to South Korea in January and February 2023, the Korea Tourism Organization (KTO) is strategically poised to achieve its ambitious objective of attracting 30 million international tourists by 2027. Bolstering their efforts is the eagerly anticipated Visit Korea Year 2023-2024 campaign, a multifaceted initiative that transcends the boundaries of the famed "Korean Wave." Expanding its focus beyond contemporary culture, the campaign will showcase the richness of Korean art, music, gastronomy, festivals, and much more, offering a captivating and immersive experience for global travellers.