On November 8, 2024, a historic milestone marked a new chapter in tourism between China and South Korea. Implementing China's visa-free policy for South Korean nationals brought immediate benefits, with the first South Korean traveler, Mr. Lee, arriving at Ningbo (宁波) Airport on flight 9C8626. As he completed his entry without a visa, Mr. Lee shared his excitement, noting the policy's significant time and cost savings. His arrival was symbolic of a broader trend: South Korean nationals were now free to travel to China for business, tourism, or family visits without the burden of securing a visa—valid for stays up to 15 days.
This move is part of a trial visa-free policy for nine countries, which began on November 8 and will run through December 31, 2025. The policy covers South Korea, alongside other nations, and aims to promote tourism, trade, and cultural exchange. The immediate impact of this policy was felt across the travel industry, with booking platforms like Ctrip reporting a noticeable uptick in South Korean visitors planning trips to China.
A Surge in South Korean Tourism to China
The visa-free policy has injected a sense of optimism into China's tourism sector, especially regarding South Korean travelers. Before this, many South Korean tourists—mainly middle-aged and senior travelers—frequented popular destinations like Zhangjiajie (张家界) and Changbai Mountain (长白山). These destinations are considered spiritual or scenic "must-visits" in the Korean market. However, experts predict that the visa exemption will catalyze a wave of younger South Korean travelers eager to explore China's bustling metropolises and vibrant cultural scenes. The new policy is expected to rejuvenate interest in China among South Korea's millennial and Gen Z demographics.
According to travel industry insiders, the response from South Korean tourists has been overwhelmingly positive. Feedback from travel agencies and online platforms revealed a 60% increase in inquiries and bookings for trips to China. In the first few days following the announcement, there was a marked surge in consultations and reservations, particularly among younger travelers who prefer independent travel experiences.
"The young generation in Korea, particularly those in their 20s to 40s, is now eager to explore China on their terms," says a representative from Ctrip, one of the leading online travel agencies. "We have seen a steady increase in interest for free and small-group travel packages."
Crafting Tailored Travel Products for a New Demographic
To capitalize on this surge, Chinese travel agencies and tour operators are working quickly to develop new products that meet the needs of younger South Korean tourists. These products cater to the growing demand for more personalized, culturally immersive, and short-term travel experiences. One of the key trends is the shift from extensive group tours to more flexible, independent itineraries. South Korean tourists are increasingly drawn to city breaks in China's major urban centers, like Beijing, Shanghai, and Guangzhou, as well as secondary cities with unique cultural offerings, such as Qingdao, Dalian, and Xi'an.
"We are seeing a shift in the types of trips South Koreans are looking for," says Park Cheong-ki, General Manager of Beijing Yoyou International Travel Agency. "Older travelers favored the serenity of places like Zhangjiajie and Changbai Mountain, while younger tourists are more interested in experiencing modern, vibrant cities. They want to explore the fast-paced energy of cities like Beijing and Shanghai and engage in cultural activities that suit their lifestyle."
Travel agencies in Korea are already adjusting their portfolios to incorporate more independent travel options, including tailored tours that align with the interests of younger visitors. One example is the growing popularity of themed tours such as food journeys, cultural heritage explorations, and art-focused itineraries.
Park Cheong-ki, who has worked in the South Korean travel market for over two decades, shared that South Korean tourists' preferences have evolved significantly. "In the past, shopping was the main motivation for Koreans visiting China," he explains. "Now, especially among the younger generation, there is a strong focus on authentic experiences. They are no longer content with traditional shopping tours; they want to experience Chinese culture through food, art, festivals, and local traditions."
As a result, Chinese travel agencies are developing products tailored to these new interests. For example, food tours will allow South Korean travelers to sample local dishes, take cooking classes, and participate in food workshops. Meanwhile, festival-themed packages will coincide with China's traditional holidays, offering tourists the chance to participate in festive events and local customs.
In addition, urban experiences are high on the list for younger South Korean tourists. A "Modern Urban Fashion Tour" could include visits to trendy neighborhoods in Beijing, Shanghai, and Shenzhen, where travelers can explore contemporary art districts like Beijing's 798 Art Zone or Chengdu's Kuanzhai Alley (宽窄巷). These locations are becoming cultural hotspots where tourists can engage with local artists, visit galleries, and even participate in art workshops.
Travel agencies are also adapting to the preferences of South Korean visitors by tailoring services to meet their specific needs. This includes providing more Korean-language services, offering Korean-style meals, and enhancing accommodations with amenities that align with Korean preferences.
"We are introducing specialized training programs for our tour guides to ensure they understand the nuances of Korean culture," says a Shanghai-based travel agency representative. From offering Korean breakfast options at hotels to ensuring that our guides speak fluent Korean, we are committed to providing an exceptional experience that will keep our Korean visitors coming back."
A Bright Future for Sino-Korean Tourism
Implementing China's visa-free policy for South Korea is set to unlock a new wave of tourism and deepen the cultural ties between the two nations. With young South Koreans now poised to explore China in more significant numbers, the tourism and travel sectors are preparing for a dynamic shift. By creating innovative products, tailoring experiences to the unique interests of younger travelers, and providing exceptional service, China and South Korea are on the verge of a golden age in bilateral tourism. As both nations embrace the possibilities of this new era, the future of Sino-Korean tourism looks brighter than ever.
