Up to 200,000 tourists from Japan and China are expected to visit South Korea this week as Japan's Golden Week coincides with China's Labor Day holiday.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization said Monday they are preparing for the influx during Japan's holiday period (April 29 to May 6) and China's break (May 1 to 5), rolling out large-scale campaigns to attract visitors. Despite rising oil prices and airfare costs driven by Middle East tensions, Korea is emerging as an alternative destination as preference for short-haul travel strengthens.
Tourist arrivals from Japan and China in the first quarter already hit record highs of 940,000 and 1.45 million, respectively. Industry officials expect this holiday period to further accelerate the upward trend. Booking growth rates have surged sharply in some regions of China, reflecting a clear response on the ground as visa policy easing coincides with seasonal travel demand.
"Beyond Seoul to the Regions"…Government Focuses on Dispersing Tourists
The government is focusing on spreading the tourism boom beyond the greater Seoul area to regional destinations. Targeting the Japanese market, authorities are expanding family discount benefits in partnership with Jin Air and Air Busan while actively promoting marine tourism content centered on Busan. In particular, the "Now is the Time for Busan" campaign targets the geographically close Kyushu region to capture short-trip demand.
For Chinese tourists, cruise tourism and region-linked products are being strengthened. The plan involves offering experiential itineraries and discount programs bundling the southeastern region — including Busan, Ulsan, Pohang, and Changwon — to extend stays and boost spending. Welcome events and convenience services at major airports and ports are also being expanded to encourage repeat visits.
"Since February, we have formed a weekly tourism situation room to preemptively respond to various changing conditions," said Choi Hwi-young, Minister of Culture, Sports and Tourism. "While international tourism demand could face headwinds, we will use this holiday as a springboard to firmly maintain the growth momentum of inbound tourism to Korea."
