Beyond APEC: How APEC 2025 could reshape S. Korea’s regional tourism future

Welcome to Within The Frame, where we bring the most pressing issues across the globe into focus. I'm Kim Mok-yeon.

With just months to go before APEC 2025, the host city of Gyeongju and neighboring Busan are racing to prepare.

Beyond infrastructure upgrades and hotel expansions, both cities are framing the event as a rare opportunity to reposition themselves as global tourism destinations.

This comes as South Korea sees a sharp rise in inbound travel, fueled by K-content and shifting global tourism patterns — and as Seoul's dominance in visitor numbers continues to raise concerns over regional imbalance.

As 21 economies prepare to gather under one roof, local leaders and tourism experts now face a critical challenge: how to turn this event into a sustainable, long-term growth engine.

For a deeper discussion on this, we invite Brian King, Professor and Head of Hospitality, Hotel Management and Tourism at Texas A&M University. Welcome.

Also joining us is Shin Hak-seung, Assistant Professor at the Department of Tourism, Hanyang University.

1. To start us off, why is hosting a global event like APEC such a meaningful opportunity for regional tourism, especially in a city like Gyeongju?

2. Following that, with just weeks to go, changes are already underway on the ground. What kinds of tourism-related shifts are we seeing across APEC host regions — whether it's in hotel bookings, shuttle operations, or early cultural programming?

3. Since the summit is functionally shared between Gyeongju and Busan, collaboration becomes key. How can those two cities work together to create a cohesive, multi-stop experience for international visitors?

4. That naturally brings us to APEC's core value — balanced regional development. How can this idea be applied to Korea's tourism landscape, where international visitors still tend to concentrate in Seoul?

5. Now shifting to content and culture — Korean media and storytelling are clearly driving new types of travel demand. How can places like Gyeongju turn their own cultural identity into tourism appeal, especially for FIT travelers?

6. Looking ahead to after the summit, sustainability becomes the bigger question. What strategies should host cities focus on to keep tourism both resilient and responsible in the long run?

7. That ties directly to the physical investments being made — from eco-restoration projects to upgrades at HICO. How can these types of infrastructure be turned into permanent community and tourism assets after APEC wraps up?

8. Meanwhile, Busan has already hosted several APEC-related ministerials this year. What role can large-scale MICE events like these play in developing regional tourism beyond just the short-term boost?

9. Regionally speaking, Korea is well-positioned right now — especially as countries like Japan and Thailand face tourism challenges. How can Korea, and its lesser-known cities, take advantage of this timing to expand their global reach?

10. And to close — when the event ends, the real legacy-building begins. What kind of long-term blueprint is needed to turn APEC 2025 into a lasting engine for regional tourism growth?