Summer travel bookings from South Korea to China have surged 105 percent from a year earlier, positioning China as the top overseas destination for the July-August peak season, according to South Korean media reports on Monday. The sharp travel surge reflects a new wave of younger tourists drawn by city experiences and a visa waiver program.
Mode Tour, a South Korean travel platform, reported that reservation demand for July and August skyrocketed compared to the same period last year, the Korea Daily said. Meanwhile, YB Tour noted that China accounts for 22.2 percent of its overseas package bookings, ahead of Japan, Vietnam, and Europe. This travel surge has pushed China to the forefront of the summer market.
Significantly, the travel surge is not simply about numbers. It marks a shift in traveler behavior. Middle-aged tourists once favored natural landscapes like Zhangjiajie. Now, millennials and Gen Z are fueling the travel surge through city tours, food exploration, and beauty services. An Eastar Jet employee told the Korea Daily that the popularity of hotpot and malatang in Korea has driven unprecedented interest in traveling to China.
In Shanghai, makeup studios on Huaihai Middle Road now welcome South Korean customers every week. A staff member said many choose a 258 yuan ($38) girl-group-style package. She added that extras like brow shaping and false eyelashes offer a pleasant surprise. Additionally, classical makeup experiences paired with qipao dresses have gained traction near Chenghuang temple. A shop owner there noted a clear increase in South Korean customers since January.
Beijing’s visa waiver program, introduced in 2024, has been a key catalyst. Approximately 3.16 million South Koreans visited China in 2025, up 36.9 percent from 2024 and exceeding pre-pandemic levels, according to official figures. A traveler named Enson described her recent Shanghai trip as “fulfilling.” She cited the visa-free policy, affordable flights, and the city’s coffee culture as main draws.
The travel surge is reshaping how Chinese businesses cater to foreign tourists. Makeup studios, restaurants, and hotels are adapting to younger Korean tastes. Industry analysts expect the momentum to continue as more South Koreans discover the ease of short trips. With the summer peak approaching, the travel surge shows no signs of abating.
