Women wearing traditional costumes pose at Yu Garden in Shanghai, Jan. 21. AFP-Yonhap
HONG KONG — For Choi Yu-jin, a 31-year-old Seoul-based fashion designer, the perfect getaway requires three must-haves: value, spotless streetscapes and unforgettable flavors. And Shanghai, she says, delivers on all three counts.
Three visits since 2024, with a fourth planned for April, are testament to a city that is increasingly capturing the imagination — and wallets — of Korean travelers, buoyed by visa-free access and a burgeoning reputation for its cosmopolitan feel.
“Restaurants and streets were notably clean. And even upscale dining came at lower prices than in Korea, without compromising on taste,” Choi said.
Her experience underscores Shanghai’s continued appeal as one of the most popular destinations for Korean tourists — a trend boosted by China’s 30-day visa-free entry policy that was introduced in November 2024.
The number of Korean visitors to Shanghai rose from around 570,000 in 2023 to 1.1 million in 2024, before climbing in 2025 by a further 23.6 percent, year on year, according to data from the country’s aviation information portal. Short flight times, along with affordable food and attractions, helped draw a total of 1.37 million Korean visitors to the city last year — roughly 43 percent of all Korean visits to mainland China, up from 35 percent in 2024, data showed.
And Shanghai’s popularity has shown no sign of cooling in 2026.
Mode Tour International, one of Korea’s major travel agencies, said the city has led all January bookings to mainland China, with reservations jumping 260 percent from a year earlier.
Travel during “Seollal” — Korea’s traditional Lunar New Year celebration, which runs from Feb. 14 to 18 this year — saw a slightly greater spike compared with the 2025 Seollal holiday week, with bookings up 270 percent.
Street vendors sell food at a night market in Shanghai, China, November 2025. Reuters-Yonhap
Global booking platform Agoda also recently named Shanghai a top destination for Korean travelers in its 2026 New Horizons Ranking, based on accommodation data from the past two years.
Korean tourists and travel industry professionals told The Korea Times that Shanghai is an accessible entry point for those unfamiliar with China, offering a more cosmopolitan and globally connected experience than other mainland cities.
Song Hao, an English-speaking tour guide with 30 years of experience in Shanghai, noted how younger tourists are gravitating to photographic neighborhoods that blend history with modern lifestyle trends, often offering a fresh and modern image of China.
“They prefer places such as Xintiandi, Wukang or Tianzifang,” Song said. Xintiandi is an area featuring preserved 19th-century stone-gate houses, many turned into upscale dining spots and shops. Wukang Road is famous for its historic European-style architecture. And Tianzifang is an arts and crafts enclave with labyrinthine alleyways.
“Hot and trendy restaurants, coffee shops, as well as cosplay (venues) and cyber-themed places are popular,” Song said.
With flight times of around two hours and a strong value proposition, Shanghai also appeals to cost-conscious travelers.
“While many Koreans have traditionally opted for nearby Japanese cities like Fukuoka or Osaka, Shanghai stands out as an equally convenient destination with even better affordability,” said Lee Ji-won, a Seoul-based office worker, who visited Shanghai in 2025. “There’s an abundance of food, entertainment and shopping options — all at relatively low cost.”
People buy ornaments for the upcoming Lunar New Year at a shop in Shanghai, Wednesday. EPA-Yonhap
Subramania Bhatt, CEO of travel marketing and technology firm China Trading Desk, expects the momentum to continue as China seeks to attract more international visitors through relaxed entry measures. He said Beijing’s visa-free policies were part of a “structural strategy” aimed at reviving tourism amid a prolonged domestic economic slowdown.
In November, China extended its visa-free policy for 45 eligible countries, including Korea, until Dec. 31 this year.
“The base case is that these policies are likely to be maintained, barring geopolitical or operational shocks,” Bhatt said.
The number of Korean tourists visiting China is projected to rise by 24.2 percent in 2026, to 3.94 million, according to a Jan. 13 report by Yanolja Research. That expected growth rate would be the fastest when compared with Korea’s 2025 top four outbound travel destinations — Japan, Vietnam, China and Thailand, said the Seoul-based private research institute dedicated to the travel and tourism industry.
Jang Soo-cheong, a professor of hospitality and tourism management at Purdue University in the United States and director of Yanolja, said Shanghai’s rise could help diversify the mainland destination choices of Koreans over the long term.
He noted that other cities, including Chengdu, Qingdao and Hainan, were slowly beginning to attract the interest of Korean travelers, particularly those who had positive experiences in Shanghai.
“Going forward, Shanghai travelers’ experiences are likely to spread across the country, paving the way for a broader ‘rediscovery’ of travel in China,” Jang said.
Meanwhile, the number of Chinese tourists visiting Korea has also been climbing. Chinese arrivals reached 5.37 million in 2025, up 16.7 percent from 4.6 million a year earlier. Yanolja Research’s January report projected that the figure will grow by 14.5 percent this year to 6.15 million. Korea has had a temporary visa-free entry policy for Chinese group tours since September 2025.
