A group of Chinese cruise tourists disembark from Tianjin Dongfang International Cruise’s Dream ship after arriving at Incheon Port Cruise Terminal in Incheon, Jan. 15. Newsis
A record-long Lunar New Year holiday in China is expected to spark a sharp rise in Chinese travelers visiting South Korea this month, according to government data released Wednesday.
The Ministry of Culture, Sports and Tourism said that up to 190,000 Chinese tourists are projected to visit Korea between Feb. 15 and 23, marking a 44 percent jump from last year’s holiday average. The growth builds on January’s momentum, when Chinese arrivals spiked more than 20 percent year-on-year, outpacing the annual average increase of 19.1 percent from 2025.
The tourism ministry, in collaboration with the Korea Tourism Organization (KTO), is combining local marketing and hospitality events to enhance visitor experiences and bolster Korea’s postpandemic tourism recovery.
“Family travel demand has soared during the winter vacation season,” said a KTO official at the organization’s China regional office. “Packages to Korea are up four to five times from last year, and interest is growing in two-city routes linking Seoul with Busan as group travel becomes more premium-oriented.”
To capture the surge in demand, KTO’s overseas branches are collaborating with major Chinese platforms. The Beijing office has partnered with e-commerce giant JD.com to run a Korea-exclusive tourism zone through April 30, offering promotions that bundle travel benefits with Korean brand purchases. Meanwhile, the Shanghai office launched an “All-Korea Pass” campaign with online travel agency Trip.com, providing discounts on flights, KTX high-speed rail and airport rail bookings, as well as promoting cruise itineraries.
In southern China, the Guangzhou office joined forces with Gangwon Special Self-Governing Province to promote winter-themed travel packages designed for families seeking snowy experiences in the region.
Domestically, various hospitality events are being held to welcome travelers. In Seoul’s tourism district of Myeong-dong, KTO and Alipay are operating a “Welcome Zone” offering photo booths and other experiential spaces. At Jeju International Airport, visitors will receive red horse-shaped keychains in celebration of the Year of the Horse, alongside messages promoting eco-friendly and sustainable travel under the “Promise with Jeju” campaign theme.
“The Chinese travel wave is shifting from short sightseeing to immersive stays woven into everyday Korean life,” a ministry official said. “We aim to help visitors experience K-beauty, K-food and K-content as part of authentic local culture.”
Source: Korea Times News
