Mascot performers wearing traditional Korean masks from Hahoe Village in Andong, North Gyeongsang Province, pose at the city's booth for the Korea Travel Expo at SETEC in Seoul, Thursday. Korea Times photo by Baek Byung-yeul

In the face of devastating wildfires sweeping through Korea's southeast and a persistent decline in domestic tourism, this year's Korea Travel Expo opened its doors in Seoul on Thursday, showcasing the resilience and unwavering spirit of the nation's tourism industry.

Under the theme of "PLAY Travel, REPLAY Region," the expo, now in its 22nd year, aims to reignite the passion for domestic travel, even to regions like Andong, North Gyeongsang Province, which is grappling with the destructive wildfires threatening its rich heritage.

Co-hosted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Association, the Korea Travel Expo features around 260 booths from 120 government institutions and tourism-related companies, each showcasing the unique attractions and experiences of their respective regions.

Visitors take a look at a booth of Winelabs, a local winery from Gyeongsan, North Gyeongsang Province, during the Korea Travel Expo at SETEC in Seoul, Thursday. Korea Times photo by Baek Byung-yeul

From exhibition sections where visitors could discover and taste the unique flavors of traditional Korean breweries to quiz events that tested participants' knowledge of Korea's cultural heritage, the expo offered a diverse array of experiences designed to both entertain and educate attendees about diverse regional attractions and cultural treasures of Korea.

However, the specter of the ongoing wildfires loomed large, particularly for representatives from the Gyeongsang provinces, particularly Andong, home to the UNESCO World Heritage-listed Hahoe Village, a preserved folk village with ancient "hanok," or traditional Korean houses.

"It's true. The wildfires have created a tragic situation for us," an Andong booth representative said, his voice filled with concern. "Even traveling to Seoul this morning was a struggle, with road closures forcing me to take detours."

Despite the difficulties, he emphasized that Andong's beloved landmarks, including Hahoe Village and Dosan Seowon Confucian academy, remained unharmed.

"We sincerely hope that once the fires are under control, people will come and experience the beauty of Andong," he added, highlighting the upcoming Andong International Maskdance Festival in September as a symbol of hope and resilience.

Visitors participate in a prize event on their smartphones at the Jeju Special Self-Governing Province's booth during the Korea Travel Expo at SETEC in Seoul, Thursday. Korea Times photo by Baek Byung-yeul

The expo also shed light on other regions striving to overcome their own unique challenges.

Jeju Special Self-Governing Province, for example, reported a surge in inquiries about tour packages to filming locations of "When Life Gives You Tangerines," a popular Netflix series set on Jeju Island.

The Jeju representative said their booth aims to dispel the perception that Jeju is overpriced and lacks attractions compared to overseas tourism destinations.

"The drama's success has created a fantastic opportunity to showcase Jeju's beauty," the official said. "We're seeing a surge in group tour inquiries for the filming locations of this Netflix drama. We're developing a variety of programs to counter the perception that Jeju is expensive and lacks attractions. Canola flowers are just starting to bloom in Jeju."

Despite many devastating challenges, the booths were bustling with excitement, each region showcasing its unique attractions and experiences. The expo itself was a clear demonstration of the Korean tourism industry's strong will to overcome hardship and revive domestic travel.

Visitors tour Gwangju Metropolitan City and South Jeolla Province's booth during the Korea Travel Expo at SETEC in Seoul, Thursday. Korea Times photo by Baek Byung-yeul

Meanwhile, South Chungcheong Province also showcased its diverse cities, including Asan, Dangjin, Cheongyang and Cheonan, in a unified booth. Specifically, Cheongyang County promoted its spring festivals.

The Korea Heritage Service (KHS) also highlighted programs utilizing regional heritage, closely monitoring potential wildfire impacts on sites like Confucian academies.

The K-Heritage Weeks, hosted by KHS, runs from May 30 to June 22, encompassing heritage utilization programs across the country to bring national heritage closer to people's daily lives.

"Despite the challenging situation caused by the current national disaster, we are actively promoting our programs at the expo, aiming to encourage more visitors to experience our national heritage this spring," the KHS official said.