The South Korean government is ramping up its tourism marketing efforts to attract Chinese tourists, who have historically been a significant source of inbound tourism. On March 25 and 27, 2025, the Ministry of Culture, Sports and Tourism, in collaboration with the Korea Tourism Organization, launched the 'K-Tourism Roadshow' in Beijing and Shanghai respectively. This initiative marks a concerted effort to target the flourishing Chinese market, which has shown signs of a strong recovery in travel to South Korea after the pandemic.
Last year, an impressive 4.6 million Chinese tourists visited Korea, cementing China's position as the top source of inbound tourists. This upward trend continues in 2025, with the first quarter expected to see around 1.2 million Chinese tourists—a notable 18% increase from the same period in the previous year. To capitalize on this resurgence, the Korean government has embarked on a series of strategic promotional activities to invigorate the cultural and tourism exchange.
The K-Tourism Roadshow began its roadshow series in Guangzhou on March 6, 2025, gathering momentum before moving to Beijing and Shanghai. Each event features various themes, highlighting Korea’s rich cultural offerings and tourism resources. The roadshow primarily aims to engage Chinese tour operators and travel agencies, enticing them to promote travel packages to South Korea.
In Beijing, approximately 330 representatives from 74 Korean tourism entities and over 100 Chinese travel companies participated in the event. The venue was bustling with airlines, hotels, resorts, and even sectors like healthcare and beauty, all showcasing their services to potential partners. Kim Jeong-hwan, Director of the Tourism Policy Bureau at the Ministry, emphasized the appeal of Korea's unique cultural elements. He pointed out that “Korea's unique resources, such as e-sports, K-pop, beauty salons, convenience stores, and cafes, are attractive to Chinese tourists.”
The collaboration extended to agreements with organizations such as Guangtong Overseas Travel Agency to mutually attract exhibition and convention clients. Furthermore, a special event called 'Korea-China Tourism Exchange Night' was organized where both countries' tourism agencies signed a memorandum of understanding, aiming for long-term cooperation in travel industry exchange.
Following the Beijing event, the roadshow headed to Shanghai, a key region for inbound tourists due to its robust travel connections and high per capita income. In Shanghai, the focus will be on engaging with travelers predominantly from the local region, enticing them with curated offerings that reflect contemporary travel preferences, such as small group tours and themed experiences.
The Shanghai event is poised to be equally impactful, focusing on innovative tourism experiences tailored for a diverse group of tourists. For instance, the event will introduce health-related travel packages, beauty treatments, and even themed tours for pet owners, reflecting the growing trend among Chinese visitors who prioritize unique and personalized travel experiences. Additionally, “new tourism content based on culinary experiences and performances will also be highlighted, fostering partnerships with local travel municipalities to promote specific cultural and coastal attractions,” as officials noted.
This renewed focus on attracting Chinese tourists aligns with the recent changes in their travel preferences, which have shifted from large groups to smaller, more intimate tours, often emphasizing cultural experiences. Many travel agencies have reported a surge in demands for tailored experiences, such as cultural arts, religious tours, and adventure trips in nature.
As part of the K-Tourism Roadshow, around 300 business meetings are anticipated between South Korean and Chinese travel companies, facilitating a robust exchange of ideas and opportunities for cooperation.
The success of these roadshows exemplifies Korea’s proactive strategy to not only recover but also revitalize its tourism sector post-pandemic. Experts have underscored that Chinese tourists significantly influence the travel market in Korea, with one in three foreign tourists coming from China, and their per capita spending reaching approximately 3 million won, highlighting their economic importance.
Overall, the K-Tourism Roadshow represents a significant push by the South Korean government to harness the potential of the Chinese tourism market, building bridges through cultural exchange and creating pathways for economic growth. With strategic alliances and targeted marketing, South Korea hopes to draw back the large numbers of tourists that once flocked to its shores, reigniting interest in its culture, attractions, and hospitality.
