In an unexpected turn of events, South Korea has emerged as the number one destination for Chinese tourists over the New Year period of 2026, surpassing Japan, which had long been the go-to location for Chinese travelers ringing in the new year. According to reports from major travel agencies and aviation analysts, South Korea outperformed Japan during the Jan 1-3 holiday period, marking a significant shift in the dynamics of outbound Chinese tourism.
The shift was highlighted by a 68% year-on-year increase in outbound bookings to South Korea during the holiday season, with flight reservations up by 42% and hotel bookings surging by an impressive 91%. This sudden growth in demand has catapulted South Korea into the spotlight as a destination of choice for Chinese travelers. As per Trip.com Group, popular destinations in South Korea like Seoul, Jeju, Busan, Incheon, and Seogwipo topped the list for Chinese visitors.
A Growing Preference for South Korea: Why More Chinese Tourists Are Choosing the Land of K-pop
South Korea’s rise as the dominant travel destination for Chinese tourists can be attributed to several key factors, most notably the visa-free policies between the two countries, making travel more convenient for Chinese citizens. According to Wu Liyun, a professor at the China Academy of Culture and Tourism, the mutual visa-waiver policy has significantly boosted travel between the two countries, especially for short-term visits. This policy, which allows for visa-free travel, has opened new doors for easy, spontaneous travel, particularly for the growing number of young Chinese travelers.
The proximity between China and South Korea also plays a crucial role. With both countries sharing deep cultural ties, geographical convenience, and a shared history, it’s no surprise that South Korea has long been a popular destination for Chinese tourists. However, in recent years, South Korea’s appeal has intensified, particularly as Japan’s tourism industry has faced a slow recovery.
The Decline of Japanese Tourism: Diplomatic Tensions and Stagnant Demand
Meanwhile, Japan, which traditionally attracted millions of Chinese visitors, saw a decline in its appeal, dropping completely out of the top 10 New Year’s destinations for Chinese travelers. One major factor in this decline is the diplomatic tensions between China and Japan, particularly following controversial remarks made by Japanese Prime Minister Sanae Takaichi regarding the Taiwan issue. These remarks were seen as a military threat against China and led to a cooling of travel relations between the two nations.
In addition to the political fallout, Japan’s tourism numbers have struggled to recover, as evidenced by flight bookings to Japan during the same period, which were only 66% of 2019 levels. With the political landscape remaining volatile, many Chinese travelers have opted for alternative destinations, with South Korea emerging as a more attractive, stable choice.
Travel Data: Explosive Growth in Flight Bookings and Visitor Numbers
As per Vari-Flight, a Chinese civil aviation data provider, the number of weekly flights from China to South Korea has continued to rise for the fourth consecutive week, exceeding 1,000 flights in the first week of 2026. This represents a 97.2% recovery to pre-pandemic levels. In contrast, Japan saw a much slower rebound, with its flight capacity standing at only 66% of its 2019 volume. This stark difference in flight capacity growth underscores the shift in traveler preferences and the ongoing challenges facing Japan’s tourism industry.
The growth of direct flights between China and South Korea is a clear indicator of the growing demand for travel to South Korea. TravelSky, another aviation and travel data provider, reported that traveler numbers between China and South Korea surpassed 90,000 in the first week of 2026, marking a 35% year-on-year growth.
South Korea’s Cultural and Tourism Products Drive the Boom
In addition to the visa-free travel agreement, South Korea’s rich culture, K-pop wave, and media influence have played a key role in attracting Chinese visitors. K-pop and K-dramas have gained massive popularity in China, with shows and music influencing many travelers’ decisions to visit South Korea. The influence of Korean pop culture has made Seoul, Jeju, and other regions in South Korea incredibly popular for young Chinese tourists seeking authentic, trendy, and culturally immersive experiences.
Furthermore, South Korea’s emphasis on sustainable tourism, eco-friendly initiatives, and local cultural experiences has made it more appealing to Chinese visitors who are increasingly seeking meaningful and responsible travel experiences.
A Look Ahead: Strengthening Ties Through Travel
The rise of South Korea as the top outbound destination for Chinese travelers signals the growing importance of cultural exchange and tourism cooperation between the two nations. Wu Liyun further emphasized that mutual people-to-people exchanges are key to sustaining this trend. In fact, the growth of short-term, weekend travel between the two countries, such as weekend trips to Seoul, has become a new trend among young Chinese travelers.
Both China and South Korea are expected to benefit from this rise in travel, not only boosting tourism revenue but also fostering cultural understanding and promoting cross-border collaboration. As South Korea continues to attract more Chinese tourists, efforts to strengthen the visa-free policies and offer diverse travel experiences will be crucial in maintaining the momentum of this growth.
Looking Forward: The Future of China-South Korea Travel
As 2026 unfolds, the China-South Korea travel relationship appears set for continued growth. With South Korea becoming a top destination for Chinese tourists, and cultural diplomacy playing a vital role in shaping traveler decisions, the future of North Asia tourism looks promising. Korea’s tourism authorities are eager to leverage this momentum to boost long-term tourism, offering more tailored experiences and enhancing tourist satisfaction.
As South Korea continues to attract more visitors from China, the country’s tourism market is expected to expand further, positioning it as a leader in the region’s competitive tourism industry.
The post South Korea Overtakes Japan as Top New Year’s Destination for Chinese Travelers in 2026, Fueled by Visa-Free Travel and Cultural Attractions appeared first on Travel And Tour World.
