South Korea ramps up tourism push in China

What happened This week, South Korea launched a major tourism initiative in China, hosting "K-tourism Roadshow" events in Beijing and Shanghai to draw more Chinese visitors. The campaign, which started on March 25 and is organized by the Korean Ministry of Culture, Sports and Tourism, brings together 74 tourism entities and focuses on strengthening industry collaboration. A formal agreement between South Korean and Chinese tourism organizations is anticipated, according to Yonhap News. Additionally, the South Korean government plans to roll out a visa-free entry policy for Chinese group tourists in the third quarter of this year, aiming to revitalize its tourism sector. This initiative is expected to boost demand, especially among families and middle-aged travelers. To appeal to visitors from major hubs like Beijing and Shanghai, South Korea will market individual travel options tailored to tourists in their 20s and 30s. For those coming from smaller cities, the focus will shift to themed group tours featuring sports, food, beauty, and cultural activities. The Jing Take China remains South Korea’s most valuable tourism market, accounting for one-third of all international arrivals and boasting the highest per capita spending. With the upcoming visa-free entry policy for Chinese group tourists set to launch in Q3 2025, South Korea is signaling a strategic push to reinvigorate its tourism industry — one still recovering from the impacts of the pandemic and geopolitical tensions. According to reports, The Bank of Korea estimates that an additional one million Chinese group tourists could raise the nation's GDP growth by 0.08 percentage points. Trip.com data shows that in 2024, Chinese travel bookings to South Korea nearly doubled compared to the previous year, with most departures from cities like Shanghai, Beijing, and Hangzhou. The visa-free policy is expected to make travel easier for residents of lower-tier cities and drive growth across South Korea's retail, duty-free, and food industries, while also deepening cultural ties between the two nations. At the same time, South Korean tourism to China continues to grow. Following the implementation of visa-free entry for South Koreans in November 2024, as we have reported, popular destinations like Shanghai have experienced an increase in Korean visitors. “Shanghai is full of Koreans,” posts Korean blogger Amin, as she interviews Korean tourists visiting the city on Chinese social media platform Xiaohongshu (also known as RedNote). Among major sightseeing destinations like Disneyland, Koreans were in town for local culinary experiences as well: “I’m here to visit Haidilao,” several tourists tell her. Many South Korean tourists are drawn to Shanghai due to its climate and cuisine, which they find similar to Seoul’s. In total, the city welcomed more than 6 million international tourists in 2024. To boost its appeal, the city is converting more and more urban spaces into cultural and tourism hubs. 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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South Korea ramps up tourism push in China