South Korea Targets Growing Chinese Tourism Market with New Visa-Free Entry Policy for Visitors from Beijing and Shanghai

In a significant move to boost Chinese tourism, South Korea has launched a dynamic new initiative aimed at strengthening its tourism ties with China. The “K-tourism Roadshow,” which began on March 25, kicked off in Beijing and Shanghai, two of China’s most influential cities. This event, organized by South Korea’s Ministry of Culture, Sports and Tourism, brings together 74 prominent South Korean tourism businesses to promote collaboration and growth in the tourism sector. It’s anticipated that this campaign will pave the way for an official agreement between South Korean and Chinese tourism bodies, further solidifying their cooperation.

A key highlight of the initiative is South Korea’s upcoming introduction of a visa-free policy for Chinese group tourists, set to launch in the third quarter of this year. This strategic step is designed to stimulate the country’s tourism sector, which is still in recovery following the pandemic and challenges related to political tensions. The new visa policy is expected to significantly enhance the appeal of South Korea to a wide demographic, particularly family travelers and middle-aged tourists, offering them more accessible travel options.

South Korea’s marketing efforts are also carefully tailored to meet the preferences of different Chinese travelers. The country is focusing on attracting younger tourists, particularly those in their 20s and 30s, by offering personalized travel experiences that highlight South Korea’s vibrant culture, technology, and shopping opportunities. At the same time, for visitors from smaller cities, South Korea is promoting group tours centered around diverse themes such as sports, culinary experiences, beauty, and cultural activities, ensuring a broad range of attractions for all kinds of tourists.

The Bigger Picture

China continues to be South Korea’s largest tourism market, accounting for nearly one-third of all international arrivals and topping the list for per capita spending. The rollout of the visa-free entry policy for Chinese group tourists, scheduled for Q3 2025, signals South Korea’s determination to rejuvenate its tourism industry and revitalize the economy through increased travel.

The Bank of Korea has projected that an additional one million Chinese tourists could boost the country’s GDP by 0.08 percentage points. In 2024, data from Trip.com revealed a remarkable surge in Chinese travel bookings to South Korea, with departures primarily from cities like Shanghai, Beijing, and Hangzhou. This increase in bookings underscores the rising demand for travel to South Korea, a trend expected to accelerate with the new visa-free policy.

Beyond tourism, the policy is expected to have a ripple effect on South Korea’s retail, duty-free, and food sectors, providing a boost to local businesses. By eliminating travel barriers for Chinese tourists from smaller cities, South Korea hopes to see an increase in cross-border trade and a deeper cultural exchange between the two countries.

In parallel, South Korea’s outbound tourism to China is also seeing growth. Following the introduction of visa-free entry for South Koreans in November 2024, the number of South Korean tourists visiting popular Chinese cities, particularly Shanghai, has grown substantially. Many South Korean visitors are drawn to Shanghai’s fusion of modernity and tradition, as well as its culinary scene, which bears similarities to Seoul’s. In 2024, Shanghai welcomed over 6 million international tourists, and the city is rapidly evolving into an even more attractive destination by transforming urban spaces into vibrant cultural and tourism hubs.

This cross-border tourism expansion highlights a promising future for South Korea and China’s tourism industries, creating valuable economic and cultural ties that will continue to strengthen the relationship between the two nations.