Korea rebrands as weekend getaway to draw returning Chinese tourists

Chinese tourists arrive at Incheon Port International Passenger Terminal in Yeonsu District, Incheon, April 30. Yonhap

A growing number of Chinese travelers are turning Korea into a weekend destination, and tourism officials are moving quickly to capitalize on the trend with new marketing campaigns aimed at encouraging shorter but more frequent trips.

The Ministry of Culture, Sports and Tourism said it is strengthening promotions tied to expanded multiple-entry visa programs, highlighting weekend travel, regional tourism and solo travel experiences for visitors from China and Southeast Asia.

Since March 30, Korea and the Ministry of Justice have eased visa requirements for travelers who have previously visited Korea, issuing five-year multiple-entry visas to eligible Chinese and Southeast Asian nationals and 10-year multiple-entry visas to residents of 14 major Chinese cities, the ministry said.

According to data from Korea Visa Application Centers in China, the number of general tourism multiple-entry visas issued in April rose 10 percent from March following the policy change.

Chinese online travel platform Ctrip also recorded an 80 percent increase in multiple-entry visa applications in April compared with March, the ministry said.

To build on that momentum, the ministry and the Korea Tourism Organization are holding the Korea-China Tourism Exchange Special Week in Shenzhen from Monday through Saturday.

The event promotes short and frequent travel to Korea, with tourism packages featuring weekend trips, in-depth regional itineraries and one-day excursions.

Working with Chinese travel platforms including Qunar, organizers are offering discounts on flights, accommodations, attractions and experience-based programs to consumers seeking information about multiple-entry visas.

The campaign also targets affluent travelers in 14 major Chinese cities, encouraging solo visits centered on concerts, fan meetings, musicals and beauty-related services.

The ministry said it plans to continue expanding overseas marketing efforts to ensure that eased visa policies translate into stronger tourism demand and deeper exchanges with partner countries.

This article was published with the assistance of generative AI and edited by The Korea Times.