Repeat short-haul visits by Chinese travellers to South Korea are expected to rise after Seoul eased multiple-entry visa rules, but analysts say the immediate impact may be limited because of growing competition from Southeast Asia and higher airfares linked to the US-Israeli war in Iran.
The South Korean embassy in Beijing announced that Chinese nationals who had previously visited South Korea would now be eligible for a five-year multiple-entry visa.
Those holding residency status in 14 major cities – including Beijing, Shanghai and Guangzhou – could also apply for 10-year multiple-entry visas, the embassy said this week. In addition, employees of Chinese companies that have invested at least US$1 million in South Korea were also eligible for 10-year multiple-entry visas.
The measures come amid improving bilateral ties, as Beijing and Seoul continue to ease travel barriers. South Korea has granted visa waivers to Chinese tour groups of three or more people since September, while China has allowed visa-free entry for South Koreans since November 2024.
“The new measure is seen as a driving force that could significantly increase the number of frequent repeat visitors travelling for short weekend trips, K-pop, food and shopping,” said Jang Soo-cheong, a professor of hospitality and tourism management at Purdue University and director of Yanolja Research.
Despite a sharp increase in the number of Chinese travellers to South Korea – reaching about 5.48 million in 2025 – the repeat-visit rate for Chinese travellers to South Korea remained lower than for some other Asian destinations, according to data from the Korea Culture and Tourism Institute.
In the fourth quarter of 2025, the rate of Chinese travellers revisiting South Korea stood at 54.3 per cent, lagging behind Japan’s 76.5 per cent and Thailand’s 79.2 per cent. The rate was also down from 57.9 per cent in the fourth quarter of 2024.
