South Korea Opens Visa-Free Entry to Chinese Tour Groups to Boost Tourism
South Korea will allow visa-free entry to Chinese group tourists from September 29, 2025, to June 30, 2026, in a strategic move to revitalize its tourism industry and stimulate the outdoor advertising market. The decision was finalized during a “Tourism Vitalization Mini Policy Task Force” meeting chaired by Prime Minister Kim Min-seok on August 6 at the Government Complex Seoul.
The visa waiver aligns with China’s decision to resume visa-free entry for South Korean nationals last November. By launching its own temporary exemption ahead of China’s National Day holiday in October, Korea expects to see a significant surge in inbound tourism, particularly from its largest pre-pandemic visitor market.
The meeting brought together high-level officials from the Ministry of Culture, Sports and Tourism, the Ministry of Justice, and the Ministry of Foreign Affairs, along with representatives from the travel, MICE, and medical tourism sectors. Three major policy updates were confirmed.
First, the visa-free policy for Chinese group tourists is expected to generate fresh demand for Korean travel products and services, with a knock-on effect on regional economies and related industries, including OOH advertising.
Second, Korea will expand its fast-track immigration lanes for participants of international conferences and business events. The current eligibility threshold will be lowered from 500 to 300 foreign attendees per event, with a full rollout scheduled for 2026 following a successful pilot program.
Third, the government will revise requirements for designating top-performing medical tourism agencies. Under the new policy, brokers who have arranged at least 500 foreign patient visits—regardless of direct clinical treatment—will qualify for government benefits, such as e-visa authority and relaxed documentation rules.
Officials also discussed strategies to leverage the 2025 APEC Summit, to be held in Korea, as a platform to promote K-tourism. Tailored tour programs and improvements in service infrastructure are planned to ensure international visitors leave with a positive, memorable experience.
For the OOH advertising industry, these developments signal renewed opportunity. As international foot traffic returns to key locations—airports, transit hubs, shopping streets—demand for engaging, high-impact campaigns is expected to rise. The influx of Chinese tourists, in particular, presents a critical window for brands to reconnect with a valuable audience through outdoor media.
Korea’s tourism and advertising sectors now stand at the threshold of a new growth phase—fueled by policy, partnership, and the promise of renewed global attention.
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