Published on
September 15, 2025
To enhance its foothold in the booming China travel market, Lotte Duty Free sent a delegation from its headquarters in Korea to the in Guangzhou and Qingdao from September 10 to 12, 2025. The goal was to work with over 30 travel agencies in the country to strengthen the retailer’s relationship and acquire more region group travelers. The development of Lotte Duty Free’s business in these two cities is being carried out at a time when the relationship between Korea and China is strengthening, which represents a new chance for development in cross-border travel.
The delegation headed by Lotte Duty Free’s Head of Marketing Namgung Pyo carried out and participated in a series of meetings and interactions with the travel market Qingdao Tourism Group and Guangzhou CITS Travel Agency. This is all aligned with a comprehensive approach to developing enduring business ties which will increase the number of Chinese tour groups visiting Korea. The collaboration agreements made during the visit demonstrate Lotte Duty Free’s determination to spearhead tourism development between the countries.
Leveraging the Visa-Free Entry Policy to Stimulate Growth
One of the most significant factors driving this initiative is South Korea’s new visa-free entry policy for Chinese group travelers. The policy, which came into effect recently, has been seen as a critical tool in attracting larger groups of Chinese tourists to South Korea. Lotte Duty Free is positioning itself at the forefront of this development by creating tailored packages and offering exclusive group benefits, designed to make shopping and travel even more appealing to these tourists.
The collaboration between Lotte Duty Free and the Korea Tourism Organization (KTO) is key to strengthening the public-private partnership needed to attract more visitors. The KTO’s office in China has joined the effort, underscoring the importance of a unified approach to boost tourism between the two nations. This synergy is expected to yield significant benefits, especially in light of the upcoming National Day Golden Week holiday in China, one of the busiest travel seasons in the country.
Expanding Regional Tourism from Second- and Third-Tier Cities
In recent years, Lotte Duty Free has noticed a shift in its customer base, with more group tourists coming from second- and third-tier cities in China. Cities such as Qingdao, Hangzhou, and Chengdu have seen increasing numbers of tourists, contributing to a rising share of Lotte Duty Free’s overall sales. These tourists, who often come from less-saturated markets, are displaying strong demand for products like cosmetics, fashion, souvenirs, food, and more.
In response to this trend, Lotte Duty Free has introduced a number of strategic initiatives aimed at catering to the unique preferences and purchasing behaviors of these travelers. These efforts include the establishment of new partnerships with agents in each city, as well as customized product assortments that align with the tastes of regional tourists. Additionally, Lotte Duty Free has launched marketing campaigns tailored to each city, ensuring that the company remains connected with its diverse customer base across China.
The initiative launched in Guangzhou and Qingdao is only the beginning. Lotte Duty Free intends to expand its efforts into central and western China, focusing on cities with growing tourism potential. By diversifying its outreach, Lotte Duty Free aims to establish a nationwide presence that will drive further growth and solidify its position as a key player in China’s burgeoning outbound travel market.
Strengthening South Korea’s Tourism Sector Through Collaborative Efforts
Lotte Duty Free’s efforts in Guangzhou and Qingdao are not just about increasing sales; they are part of a broader strategy to support the recovery of South Korea’s tourism sector. Following the COVID-19 pandemic, South Korea’s tourism industry has been working hard to attract international visitors, and the Chinese market plays a crucial role in this recovery. The visa-free entry policy for Chinese group travelers provides a much-needed boost, making it easier and more attractive for Chinese tourists to visit South Korea.
The cooperation between Lotte Duty Free, local travel agencies, and the Korea Tourism Organization highlights the power of collaboration in fostering growth within the tourism sector. By aligning the efforts of the public and private sectors, Lotte Duty Free is helping to create a seamless and more personalized experience for Chinese tourists visiting South Korea.
Lotte Duty Free has also been proactive in marketing its flagship stores, offering exclusive benefits to tourists, and making South Korea an appealing destination for international visitors. As part of the company’s ongoing strategy, over 200 tour guides specializing in Chinese, Japanese, and Southeast Asian languages will gather on September 18, 2025, to explore the retailer’s stores, brand partners, and special offers. This event will showcase Lotte Duty Free’s commitment to providing an enhanced shopping experience for foreign tourists.
Meeting the Evolving Needs of Group Tourists
As the demand for group travel continues to rise, especially during peak travel seasons such as China’s National Day Golden Week, Lotte Duty Free is positioning itself to cater to the evolving needs of group tourists. By creating exclusive group benefits and tailored shopping experiences, Lotte Duty Free ensures that it meets the unique requirements of large tour groups. From fashion and cosmetics to food and souvenirs, the retailer offers a diverse product range that appeals to different tastes and preferences, further enhancing the attractiveness of South Korea as a shopping destination.
Lotte Duty Free’s focus on group travel also extends beyond the shopping experience. The company is investing in the development of exclusive travel packages and partnerships that make it easier for tourists to access premium experiences, from guided tours to special promotions at the retailer’s stores. This holistic approach to attracting tourists underscores Lotte Duty Free’s dedication to playing an integral role in the revitalization of South Korea’s tourism sector.
Looking Ahead: The Future of Lotte Duty Free’s Partnership Strategy
Lotte Duty Free remains undeterred in its ambitions in China and elsewhere. With China increasingly eschewing the zero-COVID policy and outbound travel on the rise, Lotte Duty Free China is deepening its relationships with travel agencies and Peru and Idaho tourism boards, Lotte Duty Free is planning further cooperative frameworks in other parts of China and strategically focused on new market initiatives. With Lotte Duty Free quick off the mark in meeting the demand for group travel, the recent successes in Guangzhou and Qingdao are on Septembers-October’14 sales in the country, the company is looking to broaden its influence in China and further accelerate its access to South Korean tourism.
Chinese regional cities, in particular, exhibit deep prospects for growth, with Lotte Duty Free’s personalized shopping strategies and bespoke marketing efforts in the regional cities indicative of the transition. Lotte Duty Free, through selfless commitment to and sustained collaboration with the local, is destined to provide thoroughly the revitalized South Korean tourism market and in particular, the South Korean tourism industry with a substantially unprecedented growth.
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