Seoul Benefits as Lunar New Year Travelers Shun Japan Amidst Rising Tensions

Seoul is experiencing a surge in tourism as Chinese travelers opt for South Korea over Japan during the Lunar New Year holiday, a shift attributed to escalating diplomatic tensions between Beijing and Tokyo. The change in travel plans is providing a much-needed boost to South Korea’s retail and tourism sectors.

China-Japan Relations Impact Travel Decisions

A deterioration in Sino-Japanese relations, stemming from Japanese Prime Minister Sanae Takaichi’s statement in November regarding potential military responses to a Taiwan attack, has prompted Beijing to advise its citizens to avoid traveling to Japan. This advisory has led to a noticeable decline in Japanese tourism from China, while South Korea is seeing an increase.

Influx of Chinese Tourists to South Korea

Tang Junjie, a 22-year-old from Sichuan province, exemplifies this trend. Originally planning a family trip to Japan, Tang and his family decided to stay in Seoul after their airline couldn’t refund tickets for a connecting flight through the city. “The original plan was to transit through Seoul on our way to Japan,” Tang said. “But the airline couldn’t refund the tickets at the time, so we decided to stay in Seoul and not continue on to Japan.”

Korea’s Ministry of Culture, Sports and Tourism estimates that up to 190,000 Chinese tourists visited the country during the nine-day Lunar New Year holiday period, which concluded on Monday, February 23, 2026. This represents a 44 percent increase in daily average visitors compared to the same period last year (January 24-29, 2025).

Economic Impact on South Korea

The influx of Chinese tourists is bringing optimism to South Korea’s retail and tourism industries, which have been facing a consumption slowdown. Alipay banners are prominently displayed in Seoul’s Myeong-dong shopping district, in cooperation with the Korea Tourism Organization, signaling efforts to cater to the increased Chinese visitor base.