Andong Emerges as the New 'World Gate' of K-Tourism

Four-Season Festivals and MICE Industry Grow Together
Accelerating Global Expansion in 2025

Andong, known as the capital of traditional culture, is now rapidly emerging as a K-tourism frontier city, rewriting the global tourism map.

With the expansion of stay-type tourism based on year-round festivals, the growth of the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry linked to the local economy, and the rising value of the city brand recognized by global media, 2025 is expected to be remembered as the year Andong not only recovers its tourism sector but also expands its influence on the international stage.

Andong's inclusion in the SRT Magazine's "Top 10 Cities of 2025" is a symbolic indicator of the changing landscape of local tourism. The fusion of deep-rooted traditions with modern tourism content, along with the expansion of nighttime scenery and experiential programs, has redefined Andong as a 'destination city' where visitors choose to stay.

The four-season festival strategy, one of Andong's key strengths, has also reached a new level of sophistication.

Each season offers distinctive events: spring festivals feature traditional culture and academic content, summer highlights youth-oriented and healing programs, autumn hosts global heritage-linked events, and winter presents nighttime tourism packages. These differentiated seasonal attractions have significantly increased the length of stay for both domestic and international visitors.

Furthermore, the growth of the MICE industry is injecting new vitality into the local economy overall. Large-scale conferences and expos are being held one after another, boosting the accommodation, dining, and transportation sectors. Industry exhibitions and business programs in collaboration with local companies are also broadening Andong's economic landscape.

To establish itself as a global tourism city, Andong City is pursuing a long-term roadmap that includes strengthening international marketing, integrating cultural tourism and content industries, and building a sustainable tourism infrastructure.

Experts have noted, "Andong is a rare city that offers both Korean identity and a modern urban experience," adding, "It has ample potential to grow into a K-tourism hub sought after by people from around the world."