GYEONGJU — Gyeongju, a city celebrated for its rich historical heritage, is making a strategic move to rebrand itself as a hub for both ancient and contemporary art. The Gyeongsangbuk-do Cultural Tourism Organization announced on July 24 the launch of the Gyeongju Art Pass, the nation's first integrated discount ticket for museums and art galleries.

The Gyeongju Art Pass is a single, convenient ticket that offers more than a 50% discount on admission to four prominent local art institutions:

Solgeo Museum
Woo Yang Museum of Art
Place C
Bulguksa Temple Museum

Priced at ₩18,000, down from the combined individual ticket cost of ₩37,000, the pass is designed to eliminate the hassle of purchasing separate tickets and to connect Gyeongju’s diverse art spaces into a seamless cultural journey.

A New Perspective on a Historic City

This initiative goes beyond a simple discount. It aims to offer visitors a unique experience that bridges Gyeongju’s traditional legacy with its vibrant contemporary art scene. Tourists can now journey from ancient Buddhist artifacts at the Bulguksa Temple Museum to modern abstract paintings at the Woo Yang Museum of Art, experiencing Gyeongju’s past and present in a single cultural trek.

According to Kim Nam-il, president of the Gyeongsangbuk-do Cultural Tourism Organization, "The Gyeongju Art Pass will serve as a catalyst for Gyeongju to re-emerge as a city where tradition, modernity, art, and tourism converge." He added that the organization plans to collaborate with local cultural and artistic institutions to develop this pass into a sustainable tourism product.

The launch is particularly timely, as international attention on Gyeongju is growing ahead of the APEC Economic Leaders' Meeting in October. The Gyeongbuk Cultural Tourism Organization hopes this art pass will be a key part of its strategy to rebrand Gyeongju from a "historical capital" (古都) to an "artistic capital" (首都).

The Gyeongju Art Pass, which went on sale on July 22, is available for purchase on major online platforms, including Naver, Coupang, KakaoTalk, Gmarket, Auction, 11st, Yeogieottae, Gyeongbuk Travel Mall, and Tour054. Upon purchase, electronic tickets are conveniently delivered via KakaoTalk.

An additional benefit for art pass holders is complimentary admission to the Gyeongju Expo Grand Park, where the Solgeo Museum is located.

This new art pass is expected to establish itself as an integrated platform that connects Gyeongju's museums, galleries, exhibition spaces, and ancient sites into a cohesive cultural network.