As the sun sets over the desert dunes of Ordos in Inner Mongolia, casting the sky in hues of amber and orange, South Korean tourists eagerly capture the moment on their phones. This breathtaking desert sunset, often highlighted on social media, has become a must-see attraction for many. ‘I saw a video of the desert’s starry sky and knew I had to come,’ shared Son Hye-ryeong, a visitor from Seoul. ‘It feels like being in a movie.’ Son is among the increasing number of South Korean tourists flocking to Ordos in recent months. According to Hou Le, head of the Ordos Culture and Tourism Bureau’s resource development division, the city has experienced a ‘dramatic surge’ in tourism. Last year, Ordos welcomed 35,000 inbound tourists, marking a 327 percent increase from the previous year, with over 10,000 visitors arriving from South Korea on 108 charter flights. This momentum has continued into this year, with 11,737 South Korean tourists arriving by early October on 83 charter flights, boasting a remarkable 98 percent seat occupancy rate. Tourists are not only drawn to Ordos for its stunning landscapes but also for its immersive cultural experiences. ‘They are not just here for the scenery. They are here to have an experience,’ said Li Yanhong, head of the Ordos grassland tourist area at Inner Mongolia Mengzhilyu Holiday Travel Co. The grassland area features 158 Mongolian yurts, catering to visitors’ interest in traditional accommodations. Another highlight is the large-scale equestrian show ‘Hero,’ which blends horsemanship with storytelling, offering highly shareable moments for social media. The desert itself also attracts tourists with activities like camel riding, sandboarding, and stargazing. ‘Many South Korean tourists love to walk barefoot on the sand. They find the texture soothing,’ said Quan Tianshi, head of Ordos Lianxing International Travel Agency. ‘But the most memorable moments are often the silent ones — watching the sunset or lying on the dunes under a full sky of stars. It’s an escape they can’t find in the city.’ A viral video from a South Korean travel blogger last year led to a several-fold increase in bookings, showcasing the powerful influence of social media. Recognizing this demand, Ordos has expanded its air corridor, launching direct flights from Seoul, Cheongju, Gwangju, Jeju, and recently, Incheon, Daegu, and Busan. Key scenic spots like the Ordos grassland and Xiangshawan scenic area now feature Korean-language signs and guides, and over 2,500 hotels accept passport check-ins, with improvements underway for foreign card payments and currency exchange. These thoughtful touches have not gone unnoticed. ‘We had Korean-speaking guides throughout our four-day trip, and there were signs in Korean. It felt very thoughtful,’ said South Korean tourist Park Sang-woo. The combination of natural beauty, cultural depth, and visitor-friendly services is reshaping Ordos’ tourism. As evening falls on the grasslands, tourists gather around bonfires, joining locals in song and dance — a shared moment connecting different cultures under the same vast sky.