Shanghai beats Tokyo as top winter destination for South Koreans

What happened Shanghai has become the top destination for South Korean tourists this winter, surpassing traditional favorites like Tokyo and Paris. Locals have even remarked on the influx, joking about the social media photos and sights that Korean visitors especially enjoy around the city. China’s new temporary visa-free travel policy has led to a substantial rise in inbound tourism from Japan and South Korea. According to online travel platform Trip.com, travel bookings from South Korea to China for the upcoming Spring Festival holiday, running from January 28 to February 4, have risen by an impressive 452% compared to the previous year. Meanwhile, the number of Japanese tourists entering China on November 30, the first day of the visa-free policy for Japan, increased 107% YoY. The Jing Take Since the introduction of visa-free policies for South Koreans in November 2024, Shanghai has seen a surge in visitors. Korean tourists are flocking to iconic spots like Lujiazui and the Peninsula Hotel, along with luxury experiences such as high-end bars and shopping malls. Korean tourists have cited Shanghai’s climate and food, which are similar to Seoul’s, as major draws. Amid its modernity, Shanghai’s trendy neighborhoods and historical landmarks like the Provisional Government of Korea site are especially popular among South Korean visitors. Overall, the city received over 6 million inbound tourists in 2024. As part of its efforts to enhance cultural and tourism offerings, Shanghai is transforming more urban resources into tourism assets. Among the initiatives is the “Shanghai International Transit Half-Day Tour,” launched in the first half of 2024, which has already attracted thousands of international visitors eager to explore China. The city has also introduced the “Shanghai Pass,” a multi-purpose prepaid card that supports an expanding range of payment scenarios. Major events, including the Shanghai Tourism Festival and the Formula 1 Chinese Grand Prix, have drawn significant tourist attendance. In addition, newly upgraded tour products, ranging from one-day to six-day itineraries, cater to the diverse needs of travelers. Meanwhile, both South Korea and Japan are introducing significant measures to boost Chinese tourism. At the end of 2024, South Korea announced a trial for visa-free entry for specific groups of Chinese tourists, along with goals to attract 18.5 million visitors and generate 30 trillion KRW ($22.6 billion) in tourism revenue by 2025. The plan includes extending visa fee exemptions for Chinese tourists to enter the country via cruise ships. In late December 2024, Japan revealed plans to ease visa requirements for Chinese tourists, offering a 10-year multiple-entry visa, extended stay periods for group tours, and simplified application processes for older visitors. Set to launch this spring, these policies coincide with the recovery of international flights between China and Japan, which are now operating at 75% of pre-pandemic levels. With bookings to Japan up by over 160% since the start of 2024, these initiatives are expected to make China Japan’s largest source of inbound tourists, surpassing South Korea. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Shanghai beats Tokyo as top winter destination for South Koreans