In Seoul's bustling Myeongdong shopping district, Mandarin and Korean chatter blend seamlessly as Chinese tourists return to South Korea in growing numbers. This revival comes weeks before leaders from 21 APEC member economies gather in Gyeongju to discuss regional cooperation, with tourism emerging as an unexpected bridge for economic and cultural exchange.
Hotel occupancy rates in Seoul have reached 85% – the highest since 2019 – while direct flight bookings between the Chinese mainland and South Korea surged 40% year-on-year. "This isn't just about shopping and sightseeing," says Professor Kim Jae-hoon of Seoul National University. "Every tourist interaction becomes people-to-people diplomacy ahead of critical trade discussions."
The rebound aligns with both nations' efforts to stabilize supply chains and boost service sector growth. South Korea's cultural content exports to China grew 18% this quarter, while Chinese tech firms are expanding partnerships with Seoul-based startups.
At Incheon Airport, Shanghai resident Li Wei told KhabarAsia: "My first trip since 2020 – I'm here for K-pop concerts but also meeting potential business partners." Such dual-purpose visits reflect what analysts call "experience economy diplomacy" – blending leisure with commercial opportunities.
As APEC members prepare to address digital trade frameworks and sustainable tourism, industry leaders suggest the China-South Korea travel rebound could model post-pandemic recovery strategies across Asia.
