South Korea Opens Visa-Free Travel for Chinese Tourists 2025
South Korea is bracing for a notable increase in Chinese travellers as the government rolls out a short term visa-free entry scheme beginning September 29, 2025. Under this program, groups of three or more Chinese tourists can stay in the country for up to 15 days without a visa. The policy will remain in effect until June 30, 2026, marking the most significant relaxation of travel restrictions since the COVID-19 pandemic.
This initiative is expected to provide a substantial boost to South Korea’s tourism sector, particularly casinos that cater exclusively to international visitors and have long relied on Chinese clientele.
Tourist Trends and Projections
According to the Korea Tourism Organization (KTO), approximately 2.54 million Chinese tourists visited South Korea during the first half of 2025, reaching around 90% of pre-pandemic levels from 2019. The upcoming Golden Week holiday in China, running from October 1 to 8, will act as a key test for measuring the impact of the visa-free policy.
Casino Promotions and Digital Engagement for Chinese Guests
Jeju Island, a top tourist destination, continues to lead South Korea’s tourism recovery. Jeju Dream Tower, managed by Lotte Tour Development, is focusing on Chinese visitors through promotions on Alipay and WeChat Pay, along with tailored dining and shopping incentives. Foreign tourists make up roughly 70% of the hotel’s occupancy, with Chinese visitors representing 80% of that segment ahead of Golden Week.
Jeju Shinhwa World is offering free theme park access until 2025 as part of group tour packages. Meanwhile, INSPIRE Entertainment Resort has launched a WeChat Mini Program, allowing Chinese travelers to easily book stays, make payments, and access event information, including concerts at INSPIRE Arena.
On the mainland, Grand Korea Leisure’s Seven Luck casinos in Seoul and Busan are celebrating their 20th anniversaries while launching tourism promotion campaigns. Paradise Co. which operates Paradise City in Incheon, is also positioning itself to benefit from the growing number of Chinese visitors, though it has yet to roll out new offers.
Retail Sector Adapts for Returning Shoppers
Leading department stores and duty-free retailers, such as Lotte, Shilla, and Shinsegae, are realigning their product lines to appeal to Chinese tourists. Merchandise is being updated to feature popular Chinese brands, with discounts through Alipay and WeChat Pay running from late September to early October.
Specific initiatives include Lotte Duty Free strengthening ties with agencies in Qingdao and Guangzhou, Shilla Duty Free targeting major convention groups through its China offices, and Shinsegae Duty Free focusing on smaller, high spending tour groups instead of mass tourism.
Travel Agencies and Hotels Prepare for Golden Week
Southern China’s travel agencies have quickly launched tailored packages, including “visa-free first group” offers, combining cultural experiences such as hanbok wearing visits to Gyeongbokgung Palace and scenic tours of Gangwon Province. Airlines and tour operators are expanding itineraries to cover both Seoul and Jeju, catering to short cultural and leisure trips.
Hotels, including Shilla Stay and Lotte City, are offering group discounts and digital payment perks during Golden Week. However, airlines caution that high operational costs may affect overall profitability despite the expected surge in visitors.
Cautious Optimism for Tourism Recovery
The visa-free entry scheme coincides with the upcoming Asia Pacific Economic Cooperation (APEC) forum in Gyeongju later this month. Authorities predict that China will emerge as South Korea’s largest tourist source under this new policy.
Still, some concerns remain, as rising accommodation costs and long-term shifts in travel habits due to the pandemic could temper immediate results. Duty-free operators note that while large group tours continue to contribute significantly to revenue, Chinese travellers are increasingly prioritizing lifestyle and cultural experiences over mass shopping.
A New Chapter for South Korean Tourism
South Korea’s tourism and casino sectors are preparing for a revival in Chinese visitors, driven by the visa-free entry initiative. The Golden Week holiday will serve as an early benchmark for the policy’s effectiveness, with potential implications for continued tourism growth in the months ahead.
