Applications for multiple visas to South Korea have surged by 80% in just one month at Ctrip, China's largest online travel agency. This increase follows the South Korean government's decision in March to lower the barriers for issuing multiple visas to residents of major Chinese cities. The South Korean tourism market is now witnessing a shift from group tourists visiting duty-free shops and attractions to individual travelers repeatedly visiting for K-pop concerts, beauty treatments, and shopping.
According to the Ministry of Culture, Sports and Tourism on June 18, the government has been issuing five-year multiple visas since March 30 to Chinese and Southeast Asian nationals who have previously visited South Korea. Additionally, a program is in place to grant up to ten-year multiple visas to residents of 14 major Chinese cities, including Beijing, Shanghai, and Shenzhen.
Since these measures were implemented, key 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 visas issued in April increased by 10% compared to the previous month. Notably, Ctrip reported an 80% rise in multiple visa applications during the same period. Social media posts inquiring about eligibility, application procedures, and duration of stay for multiple visas have also increased.
The tourism industry believes that the expansion of multiple visas is transforming the profile of visitors to South Korea. Previously, Chinese tourists primarily frequented areas like Myeongdong, duty-free shops, and large shopping centers. Now, there is a growing demand for individual travel focused on specific activities such as K-pop concerts, fan meetings, musicals, skincare, hair care, and designer brand shopping.
In fact, the Ministry is shifting its marketing strategy for residents of major Chinese cities from a focus on group tourism to individual tourism. Collaborating with the 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 care services.
The ongoing '2026 Shenzhen APEC Special Week for Korea-China Tourism Exchange,' held in Shenzhen's Futian District since June 16, aligns with this strategy. The government is working with the Chinese online travel agency Qunar to showcase short weekend trips and regional tourism products, while also promoting travel packages utilizing regional airports like Gimhae, Daegu, Cheongju, and Yangyang.
Changes in the Chinese tourism market are also impacting the overall domestic tourism industry. Unlike the past focus on increasing the number of tourists, the new competitive edge lies in attracting individual travelers 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 strategies for enhancing competitiveness in the tourism market. Discussions have particularly focused on addressing long-standing issues such as overpricing and unilateral booking cancellations.
The government is pursuing the introduction of a 'Price Assurance System' to prevent overpricing and is considering incorporating penalties for unjustified booking cancellations into the Tourism Promotion Act. It is also reviewing amendments to strengthen penalties for non-compliance with price display regulations in accommodation facilities.
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 actually visit Korea." The government and the tourism industry aim to leverage the increase in individual tourist demand resulting from the expansion of multiple visas to connect it with regional tourism and content consumption.
* This article has been translated by AI.
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