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

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.