South Korea Overtakes Tokyo as Top New Year Destination for Chinese Travelers with Surge in Seoul Bookings, Japan Drops from Top 10

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The winter festivals of South Korea have quickly overtaken Tokyo, and this represents a remarkable change in the tourist preferences of Chinese citizens during the new year festivals. For the very first time, Seoul replaced Tokyo at the top of the list of Chinese tourist destinations, and Japan, a country which never appeared at the bottom of the list in previous years, did not make it to the top 10 at all.

South Korea’s Surge in Popularity

During the New Year holiday (January 1-3), South Korea became the number one destination for Chinese travelers, with Seoul, Jeju, Busan, Incheon, and Seogwipo emerging as the top five locations. According to data from Trip.com Group, bookings for South Korea soared by an impressive 68 percent year-on-year, with flight reservations up 42 percent and hotel bookings surging by 91 percent. Wang Jingying, an analyst at Trip.com’s research institute, noted that the majority of tourists opting for South Korea were young, experience-driven travelers aged 25-30, reflecting the country’s growing appeal to a younger demographic.

Japan’s Decline in Popularity

In contrast, Japan, which had long been a favorite among Chinese travelers, saw its status decline. Data from Vari-Flight, a civil aviation data provider, revealed that weekly flights from China to Japan during the same period were only at about 66 percent of 2019 levels, significantly trailing South Korea’s growth. This decline is partly attributed to diplomatic tensions sparked by comments made by Japanese Prime Minister Sanae Takaichi in November 2025, which were seen as a military threat regarding China’s internal affairs, particularly the Taiwan issue. These remarks contributed to a chill in relations, influencing Chinese travelers’ decisions to avoid Japan in favor of other destinations like South Korea.

Factors Driving South Korea’s Rise

Several factors have contributed to South Korea’s rise as a key destination for Chinese tourists. Visa-free policies between China and South Korea have been a major driver of this trend, making it easier for Chinese citizens to travel without the usual bureaucratic hurdles. Geographic proximity has always been an advantage for both countries, but with the visa-free regime, the relationship has grown even stronger. According to Wu Liyun, a professor at the China Academy of Culture and Tourism, these factors have made South Korea a more accessible and appealing choice for Chinese travelers, particularly compared to the stagnating appeal of Japan.

“The surge in two-way travel is due to the mutual visa waivers, as well as the historic bond between China and South Korea,” Wu explained. “Japan was once the go-to destination for Chinese outbound tourists, but due to recent diplomatic strains, many are turning to South Korea.”

A Growing Tourism Market

TravelSky, a leading aviation data provider, reported that in the first week of 2026, more than 90,000 travelers flew between China and South Korea, marking a 35 percent increase from the previous year. This indicates that the momentum of Chinese tourists visiting South Korea is not only significant but also sustained, with forecasts predicting continued growth.

As South Korean President Lee Jae-myung highlighted during his visit to China in early January, people-to-people exchanges between the two countries are increasingly vibrant. The trend of weekend trips from China to South Korea — particularly among young people seeking quick getaways — is gaining traction. These short, frequent visits between the two countries are increasingly becoming a lifestyle choice for many, further solidifying South Korea’s appeal as a top destination for young, experience-seeking Chinese travelers.

Economic and Social Impact

The impact of this growth on South Korea’s tourism sector is clear. Chinese tourists are now seen as indispensable to the success of South Korea’s tourism industry. One senior executive at a local tourism platform emphasized the importance of fostering a welcoming environment for Chinese visitors, recognizing that tourism not only brings economic benefits but also strengthens cultural ties between the two nations. South Korean businesses and tourism officials are already adapting to this surge in demand, fine-tuning their services to meet the needs of Chinese tourists.

Analysts predict that Chinese visits to South Korea could reach 6.15 million in 2026, with the potential to approach 7 million if current trends continue. This increase represents a significant shift in the region’s tourism dynamics, as South Korea capitalizes on the changing preferences of Chinese travelers.

The Future Impact: Strengthening Tourism Growth and Bilateral Relations

Looking ahead, the future of tourism between China and South Korea appears increasingly robust. The mutual visa-free policy will continue to play a pivotal role in facilitating travel flows, potentially leading to sustained growth in tourist numbers. Moreover, the trend toward short-term getaways from China to South Korea, particularly over weekends, is expected to solidify as a regular travel habit for young, affluent Chinese travelers.

Cultural and tourism exchanges are set to deepen, with both countries benefiting from people-to-people engagement and enhanced regional cooperation. Over the next decade, South Korea is poised to become an even more dominant player in the tourism market, not only attracting Chinese tourists but also diversifying its tourism offerings to appeal to a wider range of international visitors. This growth could be bolstered by expanded initiatives targeting key demographics such as students, professionals, and cultural enthusiasts.

By focusing on sustainable tourism practices, both governments will ensure that the tourism sector remains a key economic pillar for South Korea and China alike. The growing cultural ties will also foster deeper understanding and cooperation between the two nations, making tourism not just an economic driver but a bridge to enhanced diplomatic relations.

A Shift in Regional Tourism Power

The emergence of Seoul as the most popular New Year’s destination among Chinese tourists marks the beginning of a new era in the dynamic interaction of Chinese outbound travel. With its close proximity to South Korea, affordable travel options, and ever-increasing affinity with China, the country has now firmly established its position as the number one destination among Chinese tourists, dislodging Japan from the top spot after a long reign. The ease in visa restrictions and the ever-increasing interactions in the cultural domain are set to take the travel relations between the two countries to greater heights.

The trend in the tourism industry, which will influence the future of regional tourism, is set to positively influence the economies of South Korea, China, and the whole of East Asia through cultural enlightenment and cooperation arising from the increased interest in tourism in South Korea and the whole of East Asia, and other regions across the world through the evolving nature of the tourism industry globally.