"After Work and on Weekends, Heading to Korea" Women Enjoy Solo Trips Too... Targeting Chinese MZ Tourists

Discounts on Experiential Travel Packages Linked to Eased Multiple-Entry Visa Policy, Led by the Ministry of Culture and Korea Tourism Organization
Expansion of Marketing for K-Content, Beauty, and Regional Tourism

The government is strengthening its marketing efforts to promote "short and frequent trips to Korea" in line with the easing of multiple-entry visa requirements for Chinese tourists.

The streets of Myeongdong, Seoul, are bustling with foreign tourists and citizens. Photo by Yonhap News Agency

On June 18, the Ministry of Culture, Sports and Tourism announced that, together with the Ministry of Justice, it has been issuing five-year multiple-entry visas since March 30 to Chinese and Southeast Asian visitors with previous travel experience in Korea. In addition, residents of 14 major Chinese cities, including Beijing and Shanghai, are eligible for 10-year multiple-entry visas under the current policy.

According to the Ministry, based on data from eight Korea Visa Application Centers in China, the number of multiple-entry (C-3-9) visas issued for general tourism increased by 10% in April compared to March. Ctrip, a Chinese online travel agency, also reported that applications for multiple-entry visas rose by 80% during the same period.

In collaboration with the Korea Tourism Organization, the Ministry is holding the "2026 Shenzhen Asia-Pacific Economic Cooperation (APEC) Special Korea-China Tourism Exchange Week" from June 16 to 21 in Futian District, Shenzhen, China. The event aims to promote travel to Korea in connection with the relaxed multiple-entry visa policy. The venue, Festival Avenue in Futian District, is a cultural and commercial complex area with eight large shopping malls and a weekend foot traffic of 80,000 to 100,000 people.

During the event, local governments and airlines are working together to promote travel packages utilizing regional airports such as Gimhae, Daegu, Cheongju, and Yangyang. In cooperation with Chinese online travel agency Qunar, discount coupons for weekend short trips, in-depth regional tours, and one-day local travel products will be offered to consumers seeking information about the multiple-entry visa.

The Ministry is particularly focused on the fact that the 14 Chinese cities eligible for the relaxed multiple-entry visa policy are large metropolitan areas with high income levels and residents with extensive overseas travel experience. In partnership with Chinese online travel agency Peizhu, the Ministry is developing and promoting Korea travel content targeting solo female travelers from these cities, such as "Solo Concert Viewing," "Solo Fan Meeting," and "Solo Musical Viewing" leveraging Korean Wave (Hallyu) content.

Discount promotions will also be offered on experiential products that can be repeatedly consumed, such as skincare, haircare, and nail care services. The Ministry plans to combine K-pop performances, fan meetings, beauty shopping, and beauty experiences to encourage a trend where Chinese tourists can visit Korea casually every weekend.

Chen Kexin, a Shenzhen resident who visited the multiple-entry visa promotion booth during the Korea-China Tourism Exchange Week, said, "I just learned that I am eligible for a multiple-entry visa. Since Korea and China are less than a three-hour flight apart, I think I'll visit Korea more frequently and with ease if I get a multiple-entry visa."

An official from the Ministry stated, "We will continue to strengthen local promotion and tourism marketing in China to ensure that visa easing policies, such as the expansion of multiple-entry visas, lead to increased travel to Korea."

This content was produced with the assistance of AI translation services.