South Korea is set to surpass Japan as the most popular overseas destination for Chinese tourists during the 2026 Spring Festival, signaling a notable shift in regional travel trends. For the first time in recent years, an estimated 230,000 to 250,000 Chinese visitors are expected to travel to South Korea, marking a 52% year-on-year increase. This surge positions South Korea ahead of Japan, which has traditionally dominated Spring Festival travel preferences among Chinese tourists.
This change reflects evolving travel choices driven by political, economic, and cultural factors. While Japan has long been favored for its proximity, shopping, and cultural appeal, South Korea’s growing attractiveness is reshaping Chinese outbound tourism patterns, particularly during peak holiday periods.
Political and economic developments are playing a key role in this transition. Ongoing diplomatic tensions between China and Japan have influenced sentiment among Chinese travelers, prompting many to reconsider Japan as their preferred destination. In contrast, South Korea is increasingly viewed as a more neutral and welcoming option, strengthening its appeal.
From an economic perspective, Japan previously benefited from a weak yen, which made travel and shopping relatively affordable. However, the stabilization of the yen, combined with a weakened South Korean won, has shifted the value proposition. South Korea now offers comparable travel experiences at a lower overall cost, making it a more budget-friendly choice for Chinese tourists during the Spring Festival.
Another major driver behind South Korea’s rise is the global influence of Korean pop culture, known as Hallyu. The widespread popularity of K-pop, Korean dramas, films, fashion, and cuisine continues to resonate strongly with Chinese audiences. This cultural fascination has translated into increased travel interest, particularly among younger and experience-driven travelers.
Destinations such as Seoul, Busan, and Jeju Island are especially popular, offering a diverse mix of modern city life, shopping, beaches, historic palaces, and vibrant nightlife. The balance between tradition and modernity makes South Korea an attractive, all-round destination.
Accessibility has also improved. South Korea’s visa-free entry policy for Chinese tour groups has significantly simplified travel planning, reducing barriers and encouraging group travel during the holiday period.
The anticipated influx of visitors is expected to deliver a strong boost to South Korea’s tourism economy, benefiting hotels, restaurants, retail, and attractions. Beyond immediate economic gains, the surge highlights South Korea’s growing status as a leading global tourism destination.
As Chinese outbound travel continues to recover and evolve, South Korea’s rise during the 2026 Spring Festival marks a new chapter in regional tourism, with long-term implications for travel flows in East Asia.
