Chinese Tourist Surge Revitalizes Seoul Incheon Airport’s China Routes

After a prolonged slump triggered by the COVID-19 pandemic and geopolitical tensions, Chinese tourist arrivals to South Korea are rebounding, breathing new life into Incheon International Airport’s China routes. According to Incheon International Airport Corporation, total passenger traffic at the airport from January to May 2025 reached 30,413,388, a 6.7% increase from the same period last year.

The surge in Chinese passengers has been a key driver of this growth, with China route traffic jumping to 4,683,015 passengers in the first five months—a 24.9% year-on-year increase, or nearly 930,000 more travelers than the previous year.

Monthly data reveals a steady upward trend. While January and February saw relatively modest numbers (920,593 and 842,622, respectively), the figures have risen consistently since March, peaking at 1,045,036 in May. Industry observers attribute this momentum to a shift in travel patterns: whereas pre-pandemic growth was fueled largely by group tours, the current recovery is led by individual travelers and small-scale corporate groups. This reflects broader changes in Chinese outbound tourism, with more travelers seeking personalized experiences and business-related visits rather than mass-market group tours.

Several factors underpin this resurgence. The easing of China’s “Korean Wave” restrictions (한한령), the stabilization of domestic and regional political conditions, and the Chinese government’s reopening policies have collectively encouraged more Chinese nationals to travel abroad, including to South Korea. The temporary visa waiver program implemented last November also played a significant role, spurring a 24.1% year-on-year increase in China route passengers during the first quarter alone.

This rebound is not only restoring Incheon Airport’s international traffic but also having a ripple effect across related industries. The influx of Chinese visitors is boosting sectors such as duty-free retail, cosmetics, and hospitality, which have long relied on Chinese consumer spending. Notably, China has reclaimed its position as the top source of inbound tourists to Korea in 2025, with 1.57 million arrivals in the first four months, outpacing Japan and Taiwan.

Despite the positive trajectory, current monthly arrivals from China, averaging around 350,000, remain below the pre-pandemic peak of approximately 500,000 per month. Nevertheless, the recovery is gaining pace, and industry stakeholders are optimistic that, should current trends persist, international passenger volumes at Incheon could surpass 76 million by year’s end—outstripping earlier forecasts.

For Korea’s travel and advertising sectors, the changing profile of Chinese visitors—more independent, digitally savvy, and experience-oriented—signals a need to adapt marketing strategies and service offerings. As the competitive landscape for Chinese outbound tourism intensifies globally, Korea’s ability to cater to evolving traveler preferences will be critical in sustaining and expanding this recovery.