South Korea Outpaces Japan in Popularity Among Chinese Tourists for the 2026 New Year Holiday, Highlighting Stronger Cultural, Visa, and Flight Connectivity

The surge in popularity for South Korea can largely be attributed to visa-free travel agreements between the two nations. China has extended visa-free entry to South Korean citizens, while South Korea has allowed Chinese group tourists to travel without a visa. These policy changes have been instrumental in fueling the boom in two-way tourism.

Japan, on the other hand, has seen a decline in outbound tourism demand, mainly due to ongoing diplomatic tensions. After controversial comments made by the Japanese Prime Minister about Taiwan, Chinese authorities issued travel advisories, which led to a decline in Chinese interest in traveling to Japan. To counter this, Chinese airlines rolled out flexible refund and ticket change policies for flights to Japan, which are valid through March 2026. Industry experts predict that this will continue to affect the flow of Chinese tourists to Japan during the upcoming Spring Festival.

Flight data further illustrates the growing appeal of South Korea. From December 29, 2025, to January 4, 2026, South Korea topped the list of international destinations based on weekly flight volumes from China, with 1,012 flights. Thailand followed closely with 862 flights, while Japan placed third with 736 flights. South Korea’s weekly flight volumes have seen consistent growth, with flights on China-South Korea routes recovering to 97.2% of pre-pandemic levels, the highest recovery rate of major international routes.

Experts suggest that the recovery of air connectivity, combined with relatively affordable travel options, has further boosted travel demand between the two countries.

Official tourism statistics also show a broader rebound in travel between China and South Korea. Between January and November 2025, South Korea welcomed 17.42 million foreign visitors, a 15.4% increase compared to the previous year. Nearly 30% of those visitors were from mainland China, reflecting the increasing popularity of South Korea as a travel destination for Chinese tourists.

Cultural connections continue to play a significant role in driving tourism. Popular Chinese destinations like Zhangjiajie in Hunan and the giant panda Fu Bao in Sichuan continue to attract Korean tourists. Similarly, Chinese tourists are returning to South Korea for repeat visits, drawn by shared cultural ties that encourage ongoing travel between the two nations.

As visa-free travel arrangements expand and flight connectivity improves, South Korean tourists are increasingly exploring more diverse regions in China. Beyond the coastal cities of Weihai, Yantai, and Qingdao in Shandong, they are venturing to inland destinations like Yunnan and Chongqing. Major Chinese cities such as Shanghai have also seen growing numbers of South Korean visitors, particularly for leisure and urban experiences.

Korean Air, South Korea’s largest airline, reported a significant increase in passenger traffic on its routes to China in 2025, with Shanghai emerging as the most popular destination. The trend of South Koreans traveling to China for short weekend trips has become increasingly common, with the ease of access and affordable travel options making China a favored destination for quick getaways.

For the 2026 New Year holiday, South Korea has surpassed Japan in popularity among Chinese tourists, driven by stronger cultural ties, favorable visa policies, and improved flight connectivity between the two countries.

Looking ahead, experts are advocating for the establishment of long-term bilateral visa-free arrangements and stronger regional cooperation between China and South Korea. There is also a call for greater promotion of China’s rich cultural heritage through innovative marketing channels to sustain and grow the tourism flow between the two countries.