Recovery Rate of Chinese Tourists Over 70%... "Record High Number of Chinese Visitors to Korea in February Since the Pandemic"

Korea Tourism Organization Launches Campaign to Attract Chinese Tourists
"Developing Themed Products like eSports and Hosting Roadshows"

As the recovery rate of Chinese tourists visiting Korea surpasses 70%, industry expectations for the recovery of Chinese overseas travel are growing, and the Korea Tourism Organization is set to attract individual travelers who lead the Chinese overseas travel market.

Group photo of the 2024 Gangwon Winter Youth Olympic Games linked Korea-China-Japan International Youth Ice Hockey Exchange Camp
[Photo by Korea Tourism Organization]

According to the Korea Tourism Organization on the 5th, the number of Chinese visitors to Korea in January this year recovered to 280,000, which is 71% of the 2019 level, ranking first in the inbound market. This figure far exceeds the recovery rates of 33% in 2023 and 49.8% in December 2023.

For February, which includes the largest Chinese holiday, the Lunar New Year (Chunjeol), the actual number of inbound tourists from China is expected to exceed 300,000 as the tally is not yet complete.

The organization explained, "During the Lunar New Year period, the number of Korea-China flights and the boarding rate of Chinese passengers are exceeding projections," adding, "It is expected to set a new monthly record for inbound visitors since the pandemic."

The amount spent using mobile payment by Chinese visitors in Korea during February also increased by more than 20% compared to the previous month. In particular, spending in shopping and entertainment sectors showed significant growth, indicating that the consumption level of Chinese tourists visiting Korea is gradually recovering.

The travel industry analyzes that the demand for overseas travel by Chinese tourists will fully activate starting from this year's Lunar New Year holiday. Chinese tourism to Korea has shown a gradual recovery since the Chinese government lifted entry quarantine restrictions in February last year, and this growth trend has become more prominent this year.

To accelerate this trend, the Korea Tourism Organization plans to discover customized content and themed products such as sports, arts, and beauty, in line with the rapidly shifting trend of Chinese overseas travel toward individual and experiential tourism, and will focus on attracting visitors by region through joint efforts with local governments.

In particular, targeting the Chinese MZ generation who prioritize individual travel and cost-effectiveness over group tours, the organization will focus on developing theme-customized products. They will commercialize products aimed at Chinese e-sports enthusiasts, such as matching Korea-China amateur exchange groups, and also promote recruitment linked to major sports events like marathon competitions.

This year, K-Tourism roadshows will be held in five Chinese regions including Shanghai, Guangzhou, Qingdao, Chengdu, and Shenyang, and in connection with these, efforts will be made to attract medium to large special-purpose groups such as lifestyle sports, educational training, and goodwill exchange groups.

At the Qingdao K-Tourism Roadshow on the 27th, an explanatory session will be held with domestic local governments to attract medium to large exchange groups by region, and a B2B travel mart will be conducted with the local travel industry. About 100 related organizations and 220 industry officials from both domestic and international sectors are expected to participate.

Starting with Qingdao, the momentum of the roadshow will continue through travel marts in inland hub cities Chengdu and Shenyang, as well as consumer events in Guangzhou and Shanghai.

Jo Hee-jin, head of the International Marketing Office at the Korea Tourism Organization, said, "The Chinese inbound market is expected to show a favorable recovery due to the base effect of resolving complex crises such as COVID-19, making this year a turning point for the recovery of Chinese overseas travel." She added, "In response to the diversifying travel demands of Chinese tourists, we plan to actively attract not only medium to large groups but also individual travelers such as university student tourists who are eligible for simplified Korean visas."