Ministry of Culture and Tourism Association Selects 12 Excellent Products from Chinese Specialized Travel Agencies
Stay at a boutique hotel in Seoul, shop in Seongsu-dong, and experience cafes; receive beauty treatments in Gangnam and visit filming locations of the drama "Queen of Tears"; visit Seoraksan National Park and Sokcho Fish Market, then go on a Haeparang Trail hiking trip; enjoy cycling trips along the Han River, Chuncheon River, and Namhan River; participate in youth domestic soccer school training, friendly matches, and watch professional games.
On the 24th, group tourists from China are arriving at Incheon International Airport Terminal 1. On this day, to commemorate the 31st anniversary of diplomatic relations between Korea and China, the Korea Tourism Organization held a welcoming event for Chinese group tourists. Photo by Jin-Hyung Kang aymsdream@
Following the COVID-19 pandemic, the number of foreign tourists visiting Korea has surged, and there is increasing demand for diverse, high-value group tour products reflecting the changing preferences of Chinese group tourists.
The Ministry of Culture, Sports and Tourism announced on the 25th that it held the "Excellent Travel Products Contest for China-Dedicated Travel Agencies" in collaboration with the Korea Association of Travel Agents and selected 12 companies and 16 tourism programs as excellent products.
The 16 products are categorized as follows: 5 in the K-Culture sector, 3 in Leisure and Sports, 2 in Security and Peace, 3 in Healing and Wellness, and 3 in Regional Specialization.
Representative products include: ▲(K-Culture) "2024 New Korea Travel Strategy" featuring hands-on Hallyu experiences ▲(Leisure and Sports) "Three Major Rivers Riding Tour" for community sports clubs and youth groups, and "Youth Sports Exchanges" such as soccer and basketball ▲(Security and Peace) "Camping DMZ Tour" to experience pristine natural environments and the history of peace ▲(Wellness) "Gangwon-do Temple Stay & Wellness" offering the aesthetics of slowness and rest through healing temple trips ▲(Regional Specialization) "Immersed in a Millennium Time Travel," targeting Chinese 2030 generation for leisure purposes.
Selected products will receive support including invitations to Chinese Wanghong (influencers), marketing expenses specialized for Chinese social media platforms, close promotion through the Korea Tourism Organization’s local offices in China, and participation in local exhibitions. Benefits also include awarding of "Excellent Product Certificates" and additional points in future renewal evaluations for China-dedicated travel agencies.
Chinese group tourists are enjoying a chicken and beer party at Imjingak Pyeonghwa Nuri Park on the 12th. [Photo by Korea Tourism Organization]
Earlier, in August 2023, after group tours from China to Korea resumed for the first time in six and a half years, the Ministry of Culture, Sports and Tourism imposed business suspension orders on travel agencies caught offering low-cost tours in May 2024 to promote qualitative growth in the Chinese inbound market and detailed the types of unfair practices disrupting fair order in the travel industry.
Planning and promotion of excellent products will be expanded. China-dedicated travel agencies designated by the Ministry are renewed every two years. The Ministry announced the renewal implementation plan in June and held a briefing session for dedicated travel agencies in July. After reviewing performance over the past two years, financial soundness, regional tourism revitalization, and compliance with laws and regulations, the results of the dedicated travel agency re-designation will be announced in September, and evaluations for new designations will begin. Additional points will be awarded for products utilizing tourism resources outside Seoul during new evaluations.
As of the end of May, there are a total of 215 China-dedicated travel agencies operating domestically. According to Chinese regulations, to recruit Chinese group tourists (Youke), agencies must be designated as "dedicated travel agencies" in Korea.
The number of Chinese visitors to Korea has already surpassed last year’s figures in the first half of this year. China, currently ranked number one in the inbound market, is expected to exceed 3 million visitors by August. Notably, the proportion of group tourists, including cruise passengers, has surged more than threefold from 8.6% in the second half of last year to 25% in the first half of this year, leading the inbound market.
According to the 2023 foreign visitor survey (August to December 2023), Chinese visitors to Korea spent an average of $2,324.3 (approximately 3.09 million KRW), including international transportation costs. Their main experiences were food tourism (72.3%) and shopping (69.2%).
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