Published on
November 21, 2025
The Korea Airports Corporation (KAC) established an impressive tourism promotion booth at Shanghai Pudong Airport in China in a groundbreaking effort to increase regional travel to Korea. The purpose of this ten-day event, which started on November 14, was to showcase the rich cultural and natural treasures of Korea’s regional cities to Chinese tourists. Thousands of travelers passing through one of China’s busiest international airports were drawn to the booth, which was partnered with several local governments, including Jeju Province, Gangwon Province, North Chungcheong Province, and Daegu City.
There has been a noticeable increase in demand for travel between Korea and China since the recent introduction of the visa-free system. By highlighting local airports and attractions—which are frequently disregarded by tourists in favour of the well-known hotspots like Seoul—this promotional event serves as a calculated attempt to profit from this increase. Korea hopes to more fairly distribute tourism throughout the nation by promoting trips to lesser-known locations, making sure that both well-known and lesser-known locations receive equal attention.
Interactive Experiences and Immersive Visuals at the Booth
The Korea Tourism Promotion Booth at Shanghai Pudong Airport was a vibrant and interactive spectacle, designed to captivate the imagination of potential tourists. The booth was meticulously decorated with large, engaging animations that highlighted Korea’s most iconic landmarks, including the majestic Gyeongbok Palace, the scenic Gwangandaegyo Bridge, and the lush landscapes of Hallasan. These eye-catching visuals were meant to transport visitors to Korea’s most picturesque destinations without them leaving the airport.
In addition to the stunning visuals, the booth featured a variety of interactive experiences that allowed tourists to engage with Korea’s culture in a fun and educational way. Visitors were invited to participate in a Korea regional tourism quiz, which tested their knowledge of Korean history, landmarks, and regional specialities. There were also engaging photo sessions where tourists could pose with traditional Korean items like yutnori boards and character masks, adding a personal and memorable touch to their visit. Travel consultations were provided as well, offering Chinese visitors tailored advice on their upcoming trips to Korea, ensuring they would have the best possible experience once they arrived.
Promoting Regional Tourism in Korea
The primary aim of this promotional event was not only to highlight Korea’s famous attractions but also to draw attention to the lesser-known regions of the country. By collaborating with local governments from Jeju, Gangwon, North Chungcheong, and Daegu, the event served as a strategic move to promote tourism to these areas, which may not always receive the same level of attention as cities like Seoul or Busan.
Jeju Island, renowned for its stunning natural landscapes and UNESCO-listed sites, was a central focus of the promotion. Gangwon Province, famous for its winter sports resorts and breathtaking mountain ranges, was also showcased as a perfect destination for adventure seekers and winter sports enthusiasts. North Chungcheong Province, home to rich historical sites and beautiful rural landscapes, was highlighted as a cultural and tranquil getaway. Meanwhile, Daegu City, known for its vibrant local culture and historical heritage, was presented as a hub for those looking to experience traditional Korean life.
The strategic focus on these regional areas aligns with Korea’s broader efforts to balance tourism across the country, providing visitors with a more comprehensive and enriching travel experience. This also eases the pressure on the main tourist hotspots, ensuring that infrastructure and resources are used more efficiently and sustainably.
Significant Increase in Chinese Tourists
The growing popularity of Korea among Chinese tourists is undeniable. Recent statistics indicate that, as of October 2025, the number of Chinese visitors to Korea had reached 3.83 million, marking a significant increase of 21.4% from the same period last year. This surge in Chinese tourism is a direct result of the Korea-China visa-free system, which has made it easier and more convenient for Chinese nationals to travel to Korea. With this initiative, travel between the two countries has become smoother, more affordable, and more accessible.
As Korea strives to build on this momentum, such promotional events play an essential role in tapping into new markets and deepening existing relationships with foreign travellers. The promotional booth at Shanghai Pudong Airport is an example of how Korea is creatively using key international transportation hubs to reach potential tourists before they even board their flights.
The Growing Role of Regional Airports
One of the key messages delivered by the Korea Airports Corporation (KAC) during this promotional event was the importance of regional airports in expanding tourism. While Incheon International Airport remains the main entry point for most international visitors to Korea, smaller regional airports play a critical role in connecting tourists to different parts of the country.
These regional airports serve as gateways to Korea’s vast array of destinations, offering easier access to less crowded tourist spots while providing opportunities for tourists to explore areas outside of Seoul. By promoting these regional airports at international hubs like Shanghai Pudong Airport, Korea Airports Corporation is positioning these lesser-known regions as viable travel alternatives, thus creating a more diverse and inclusive tourism experience.
Impact of the Visa-Free System
The introduction of the Korea-China visa-free system has proven to be a game-changer for tourism in Korea. This system allows Chinese citizens to visit Korea without the need for a visa, thereby simplifying the travel process and encouraging more spontaneous trips. The ease of travel has led to a surge in both leisure and business tourism, making Korea an even more attractive destination for Chinese nationals.
This visa-free arrangement has also made it easier for Korean businesses to tap into the Chinese market, creating more opportunities for collaboration, investment, and tourism exchange. The significant increase in Chinese visitors is not only beneficial to the tourism industry but also to the broader Korean economy, as tourism contributes greatly to the country’s GDP.
A Bright Future for Korean Tourism
One example of Korea’s relentless efforts to draw in more foreign tourists, especially from China, is the tourism promotion booth at Shanghai Pudong Airport. Korea is making great progress in guaranteeing that tourism continues to be an essential component of its economy by concentrating on regional travel and utilizing new policies like the visa-free system.
It is evident that the future of Korean tourism appears promising given the ongoing rise in Chinese visitors to Korea and Korea Airports Corporation’s creative marketing initiatives. These efforts will probably open the door for more cooperation between Korea and other nations, extending Korean tourism’s reach internationally and elevating it to a top travel destination.
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