Korea Opens Visa-Free Entry for Chinese Tour Groups Ahead of Golden Week

South Korea has announced a temporary visa-free program for Chinese tour groups, a move expected to significantly boost inbound travel during China’s National Day holiday in early October. The policy, effective from September until June 30 next year, allows groups organized by approved travel agencies to stay in Korea for up to 15 days without a visa, provided they arrive and depart on the same flight or ship.

The timing underscores Seoul’s effort to capture demand from China’s largest holiday period, known as “Golden Week” (October 1–7), when millions of Chinese citizens travel abroad. The measure is also seen as reciprocal, following Beijing’s decision last November to reinstate visa-free entry for South Korean citizens.

A rebound in China-bound air traffic is already under way. According to data from Korea’s Ministry of Land, Infrastructure and Transport, 11.07 million passengers traveled between Korea and China from January to August this year, a 22.2% increase compared with the same period in 2024. While this figure still stands at about 91.3% of pre-pandemic levels in 2019, industry experts believe the new visa waiver could accelerate the recovery, especially when compared to Japan and Southeast Asian routes where growth has been faster.

The tourism and retail sectors are anticipating substantial benefits. Historically, Chinese group travelers have been known for their strong purchasing power, particularly in cosmetics and household goods. Major duty-free operators and retailers near key tourist hubs expect a surge in sales, with brands such as Olive Young, Daiso, Etude, and Innisfree likely to see increased foot traffic. Beyond duty-free purchases, brick-and-mortar outlets in central shopping districts also stand to gain.

Industry observers note that group travelers often spend more than individual tourists, as their expenses are frequently covered or subsidized by companies or organizations. This leads to bulk purchases across categories ranging from souvenirs to premium beauty products. For Korean beauty and retail players, the timing is crucial: the Golden Week influx may serve as the catalyst for sustained growth throughout the coming months.

The temporary policy is therefore more than a tourism measure—it is a strategic effort to capture Chinese consumer demand, restore bilateral travel momentum, and reinforce Korea’s position as a leading shopping and leisure destination in Asia. While uncertainties remain over the pace of full recovery, the outlook for the second half of the year suggests a significant uplift for airlines, duty-free shops, and the broader K-beauty and retail ecosystem.