South Korea’s Tourism and Casino Industries Anticipate Influx from Chinese Visa-Free Group Entry

South Korea’s tourism and casino sectors are gearing up for a surge of Chinese travelers as Seoul rolls out a temporary visa-free entry policy for group tourists from China, effective September 29.

The program, which will continue until June 30, 2026, permits Chinese tour groups of three or more people to enter visa-free for up to 15 days, representing the most significant relaxation of border restrictions since the onset of the pandemic.

Industry insiders describe the move as a critical boost, especially for foreigner-only casinos that have long depended on Chinese clientele. Data from the Korea Tourism Organization (KTO) shows that in the first half of 2025, Chinese visitor arrivals reached approximately 2.54 million—around 90 percent of pre-pandemic 2019 levels. The upcoming October Golden Week holiday in China is widely seen as the first true measure of how impactful this new visa arrangement will be.

Casinos Deploy Promotions and Digital Tools

Jeju remains a focal point of the nation’s tourism recovery. At Jeju Dream Tower, operated by Lotte Tour Development, management has introduced a 10 percent discount for Alipay and WeChat Pay users, alongside dining and retail incentives designed for Chinese guests.

Company representatives stressed that “foreigners make up about 70 percent of its hotel guests, with Chinese tourists accounting for 80 percent of that share in the run-up to Golden Week.”

Jeju Shinhwa World, meanwhile, is enticing visitors with free admission to its theme park through 2025, bundled with lodging and leisure experiences tailored for group travelers.

On the mainland, INSPIRE Entertainment Resort is going digital with a new WeChat Mini Program, seamlessly integrated into the widely used Chinese messaging platform. The tool enables guests to reserve hotel rooms, complete payments through WeChat Pay, unlock exclusive member offers, and access venue maps as well as entertainment schedules, including upcoming concerts at INSPIRE Arena.

Grand Korea Leisure, which operates Seven Luck casinos in Seoul and Busan, is aligning its 20th anniversary events with broader tourism promotions. Paradise Co., which runs Paradise City in Incheon, has not unveiled fresh campaigns but is nonetheless expected to benefit from the expected rise in Chinese arrivals.

Retailers Prepare for Shopping Revival

The nation’s duty-free and department store heavyweights—Lotte, Shilla, and Shinsegae—are reconfiguring operations for the return of Chinese tour groups. Strategies include adjustments in product lines to highlight brands popular with Chinese shoppers, while discounts of RMB30–40 through Alipay and WeChat Pay are being rolled out from late September to mid-October.

Lotte Duty Free is dispatching promotional teams to Guangzhou and Qingdao in order to bolster ties with Chinese travel agencies. Shilla Duty Free is leveraging its offices in China to bring in large-scale meetings, incentives, conventions, and exhibitions (MICE) groups.

Shinsegae Duty Free is pivoting toward smaller but higher-spending groups, diverging from the traditional emphasis on large-scale package tours.

Hotels and Travel Agencies Position for Golden Week

The visa exemption coincides with China’s October Golden Week holiday, which this year spans eight days from October 1 to 8 due to the Mid-Autumn Festival falling on October 6.

Chinese tour operators have reacted rapidly. Leading agencies in South China are marketing “visa-free first group” travel packages designed specifically for National Day, combining cultural experiences such as donning hanbok at Gyeongbokgung Palace with sightseeing trips in Gangwon Province. Airlines and operators are also expanding short-term packages that mix Seoul and Jeju itineraries, mirroring demand for quick cultural and leisure breaks.

Hotels across the country are also stepping up. Chains such as Shilla Stay and Lotte City are offering block rates for groups and introducing digital payment perks in anticipation of Golden Week. Analysts predict a spike in arrivals, though some airlines caution that steep operating costs during the holiday period could place pressure on profits.

Policy Context and Market Concerns

The launch of the visa-free measure comes as South Korea prepares to host the Asia-Pacific Economic Cooperation (APEC) summit in Gyeongju later in October. Officials anticipate the waiver will drive inbound traffic and reinforce China’s role as South Korea’s largest source of tourists.

Yet concerns remain. Industry observers have pointed out that surging hotel prices and pandemic-induced shifts in travel habits may dampen immediate gains. Duty-free sector representatives further emphasize that although large groups remain vital, spending trends are shifting. Increasingly, Chinese visitors are prioritizing lifestyle and cultural experiences rather than the bulk-shopping trips that once dominated the market. 

By fLEXI tEAM