China's largest online travel agency, Ctrip, has reported an 80% increase in applications for multiple-entry visas to South Korea over the past month. This surge follows the South Korean government's decision in March to lower the barriers for issuing multiple-entry visas to residents of major Chinese cities. The South Korean tourism market is now witnessing a shift, with individual tourists (FIT) who repeatedly visit for K-pop concerts, beauty treatments, and shopping becoming the new primary demand, replacing the previous focus on group tours to duty-free shops and tourist attractions.
According to the Ministry of Culture, Sports and Tourism on June 18, the government has been issuing five-year multiple-entry visas since March 30 to Chinese nationals and Southeast Asians who have previously visited South Korea. A program is also in place to issue up to ten-year multiple-entry visas to residents of 14 major Chinese cities, including Beijing, Shanghai, and Shenzhen.
Since the relaxation of visa policies, relevant indicators have shown a significant upward trend. Data from eight Korean visa application centers indicate that the number of general tourist (C-3-9) multiple-entry visas issued in April increased by 10% compared to the previous month. Notably, Ctrip reported an 80% rise in multiple-entry visa applications during the same period. Social media posts inquiring about eligibility, application procedures, and duration of stay for multiple-entry visas have also increased.
The tourism industry believes that the expansion of multiple-entry visas is transforming the profile of visitors to South Korea. While previous Chinese tourists primarily frequented areas like Myeongdong and large shopping centers, there is now a growing demand for individual travel centered around specific activities such as K-pop concerts, fan meetings, musical performances, and beauty services.
In fact, the Ministry is shifting its marketing strategy from group tourism to individual tourism targeting residents of major Chinese cities. Collaborating with local online travel agency Feizhu, the government is promoting content aimed at solo travelers, such as "attending concerts alone," "solo fan meetings," and "watching musicals alone," while also introducing experiential products that encourage repeat consumption, like skincare and hair treatments.
The ongoing "2026 Shenzhen APEC Special Week for Korea-China Tourism Exchange," held in Shenzhen's Futian District since June 16 in partnership with the Korea Tourism Organization, aligns with this strategy. The government is showcasing short weekend trips and regional tourism products in collaboration with Chinese online travel agency Qunar, and promoting inbound travel packages utilizing regional airports such as Gimhae, Daegu, Cheongju, and Yangyang.
Changes in the Chinese tourism market are also impacting the domestic tourism industry. Unlike the past focus on increasing the number of tourists, the emphasis is now on securing individual tourists who are likely to return.
Recently, the government has met with major platform operators, including Naver, MyRealTrip, YeoGiga, Tripbtoz, Thank You Camping, and Campit, to discuss ways to enhance competitiveness in the tourism market. Discussions have particularly focused on addressing chronic issues in the tourism industry, such as overpricing and unilateral reservation cancellations.
The government is working on introducing a "Price Assurance System" to prevent overpricing and is considering incorporating regulations against unjustified reservation cancellations into the Tourism Promotion Act. Revisions to strengthen penalties for non-compliance with displayed prices by accommodation providers are also under review.
Yang Kyung-soo, head of the International Tourism Division at the Korea Tourism Organization, stated, "We plan to expand related tourism content so that overseas consumers who experience K-content can lead to actual visits to South Korea." The government and the tourism industry aim to focus their efforts on connecting the increasing demand from individual tourists, spurred by the expansion of multiple-entry visas, to regional tourism and content consumption.
* This article has been translated by AI.
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