The inaugural flight from Cheongju, South Korea, arrives in Ordos on June 19, 2024, launching a new direct route and bringing the first wave of tourists. [Photo provided to chinadaily.com.cn]

As the sun dips below the desert dunes in Ordos, Inner Mongolia autonomous region, painting the sky in shades of amber and orange, South Korean tourists capture the moment on their phones. For many, this is the highlight they've seen on social media — the breathtaking desert sunset of Ordos.

"I saw a video of the desert's starry sky and knew I had to come," said Son Hye-ryeong, a visitor from Seoul. "It feels like being in a movie."

She is one of a growing number of South Korean tourists who have visited Ordos in recent months.

Data from the Ordos culture and tourism bureau reveals a "dramatic surge", said Hou Le, head of the bureau's resource development division.

Last year, the city received 35,000 inbound tourists, a 327 percent increase from the previous year, hitting a new record high. A significant portion of this growth came from South Korea, with over 10,000 visitors arriving on 108 charter flights, accounting for more than 63 percent of all charter flight tourists to the city.

The momentum has continued into this year, Hou said.

By early October, the city had welcomed 11,737 South Korean tourists on 83 charter flights. The remarkable 98 percent seat occupancy rate on flights from Incheon underscores the market's strong enthusiasm, data from the bureau showed.

Tourists are drawn by the region's mix of dramatic landscapes and immersive cultural experiences.

South Korean tourists receive a traditional welcome upon their arrival at an airport in Ordos on June 19, 2024. [Photo provided to chinadaily.com.cn]

"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.

This experience is carefully organized, she said. The grassland area features 158 Mongolian yurts, catering to visitors' interest in traditional accommodations.

Another highlight is the large-scale equestrian show Hero, staged on the grasslands with more than 50 performers. The show blends horsemanship with storytelling, offering highly shareable moments for social media, Li said.

The desert itself also draws tourists, with popular itineraries including 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," he said.

A viral video from a South Korean travel blogger featuring these very scenes last year led to a several-fold increase in bookings, demonstrating the powerful influence of social media, Quan added.

Recognizing this demand, Ordos has worked to smooth the journey for international guests. The city 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 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, the city's culture and tourism bureau said.

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.