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.