Where Are Chinese Tourists Going Instead of Japan? One Country Sees 10 Million More Visitors in First Half of 2026, Praised for Low Prices and High Value

According to statistics from South Korea's Ministry of Culture, Sports and Tourism, foreign tourist arrivals in the country from January to June 2026 exceeded 10 million, reaching 10.71 million — a 21.3% increase compared to the same period last year. In June alone, 1.993 million foreign tourists visited, up 23.1% year-on-year. Chinese tourists topped the list with 649,000 arrivals, followed by visitors from Japan (348,000), Taiwan (223,000), the Americas (219,000), and Europe (119,000).

Credit card spending by foreign tourists in June reached 2.0544 trillion KRW, exceeding 2 trillion KRW for the second consecutive month and marking a 50.8% increase from the previous year. The total spending for the first half of 2026 amounted to 10.0389 trillion KRW, indicating strong consumer activity, particularly driven by Chinese tourists.

To meet rising demand from Chinese travelers, South Korea’s Eastar Jet announced it will launch a seasonal route between Daegu and Zhangjiajie from September 1 to October 23, operating twice weekly on Tuesdays and Fridays. This marks the airline’s first international route originating from Daegu since its launch in 2009. Eastar Jet has already secured operating rights for 11 China-South Korea routes from the Ministry of Land, Infrastructure and Transport, with plans to launch a Daegu-Shanghai seasonal flight in summer 2027.

Chinese netizens visiting South Korea shared their experiences online: "Crowded like in China — train stations are packed"; "Korean food is far more diverse than the stereotype — every meal was satisfying"; "Jeju Island is more fun and delicious than Seoul"; "I had a great time shopping and having afternoon tea with friends in Seoul, and strolling along the beach in Busan with my husband"; "A paradise for medical beauty and shopping"; "Don’t focus on tourist spots — just walk, eat, and enjoy the breeze by the Han River. It’s very relaxing"; "South Korea feels sophisticated and upscale, both people and cities"; "Seoul is perfect for medical beauty and shopping, with many rewards and discounts."

In contrast, according to Japan’s Kyodo News, the Japan National Tourism Organization estimates that Chinese mainland visitors to Japan dropped 56.4% year-on-year in the first half of 2026. This decline is attributed to Prime Minister Sanae Takagi’s controversial remarks on Taiwan during a parliamentary session in November 2025. However, the total number of foreign visitors to Japan reached 21.0848 million, down only 2.0% from the record high of the previous year.

The slight decline is due to steady growth from tourists from South Korea, Taiwan, Southeast Asia, and Western countries. For example, Dazaifu Tenmangu Shrine in Fukuoka attracts about 10 million visitors annually, with Korean and Taiwanese tourists making up nearly 90% of foreign visitors. Shrine staff reported no noticeable drop in visitors. Associate Professor Ryo Nishikawa of Rikkyo University, an expert in tourism policy, stated, "Japan’s tourism industry is beginning to sustain itself without relying on Chinese visitors. Even with European tourists canceling trips due to worsening Middle East tensions, inbound tourism remains stable."

Source: Yonhap News Agency Editor: Lin Li