South Korea’s casino and tourism industries are preparing for a surge in Chinese visitors as the government launches a temporary visa-free entry program for group travelers from China starting September 29th.
The measure, which runs until June 30th, 2026, allows Chinese tour groups of three or more to enter the country without a visa for up to 15 days, marking the most significant easing of travel restrictions since the pandemic.
Industry stakeholders view the initiative as a lifeline, particularly for the foreigner-only casinos that rely heavily on Chinese tourists.
According to the Korea Tourism Organization (KTO), Chinese visitors numbered around 2.54 million in the first half of 2025, recovering to 90 percent of 2019 levels. The upcoming October Golden Week holiday in China is expected to provide the first test of the new policy’s impact.
Casinos roll out digital perks and holiday deals
Jeju remains at the forefront of South Korea’s tourism rebound. Jeju Dream Tower, operated by Lotte Tour Development, is offering 10 percent discounts through Alipay and WeChat Pay, coupled with dining and retail perks tailored for Chinese travelers. Management told Maeil Business that foreigners make up about 70 percent of its hotel guests, with Chinese tourists accounting for 80 percent of that share in the run-up to Golden Week.
Jeju Shinhwa World has launched free theme-park entry through 2025, packaged with stays and leisure experiences for group tours.
On the mainland, INSPIRE Entertainment Resort is targeting Chinese travelers with a new WeChat Mini Program. Integrated into the popular messaging app, the platform lets guests book rooms, pay with WeChat Pay, unlock member-only offers, and access maps and event information, including concerts at INSPIRE Arena.
Grand Korea Leisure, running the Seven Luck casinos in Seoul and Busan, is combining its 20th anniversary campaigns with tourism promotions, while Paradise Co., operator of Paradise City in Incheon, is positioned to gain from increased arrivals despite not launching new campaigns.
Retailers target shopping revival
South Korea’s duty-free and department store giants—including Lotte, Shilla, and Shinsegae—are repositioning for the return of Chinese groups. Retailers are reshaping product lines toward Chinese-favored brands and offering Alipay and WeChat Pay discounts of RMB30–40 between late September and mid-October.
Lotte Duty Free is sending teams to Guangzhou and Qingdao to strengthen partnerships with Chinese travel agencies. Shilla Duty Free is working with its China offices to attract large-scale convention and exhibition groups. Shinsegae Duty Free is focusing on smaller but higher-spending tour groups, moving away from the traditional mass-tour model.
Travel agencies and hotels gear up for Golden Week
The visa waiver coincides with China’s major October Golden Week holiday, which this year extends from seven to eight days, running from October 1st to October 8th, as the Mid-Autumn Festival falls on October 6th.
Chinese travel agencies are responding quickly. Leading firms in South China have launched special “visa-free first group” packages for National Day, combining cultural experiences such as traditional hanbok walks at Gyeongbokgung Palace and scenic tours in Gangwon Province. Airlines and tour operators are expanding group packages that split itineraries between Seoul and Jeju, reflecting demand for short-term cultural and leisure trips.
Hotels, including Shilla Stay and Lotte City, are offering group-rate blocks and digital payment perks timed to Golden Week. Analysts expect a surge in arrivals, though airlines caution that high operating costs during the Golden Week period could limit profitability.
Policy expectations and uncertainties
The visa-free measure comes as South Korea prepares to host the Asia-Pacific Economic Cooperation (APEC) summit in Gyeongju at the end of October. Government officials expect the temporary waiver to boost inbound traffic and reinforce China’s role as the country’s largest source of visitors.
However, industry voices cited in Chinese media outlet Nanfang News warn that elevated accommodation prices and pandemic-era shifts in travel behavior could temper immediate gains. Duty-free insiders also note that while large groups remain critical for sales, spending patterns have become more fragmented, with Chinese tourists increasingly prioritizing lifestyle and cultural experiences over bulk shopping.
