Japan's Golden Week and China's Labor Day Approaching... Ministry Ramps Up Efforts to Attract 200,000 Visitors to Korea

The Ministry of Culture, Sports and Tourism announced on April 28 that, together with the Korea Tourism Organization, it will launch regional tourism promotion and hospitality events aimed at attracting visitors from Japan and China ahead of the May Golden Holiday period.

The streets of Myeongdong, Seoul, on the 26th. Photo by Yonhap News

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This initiative was prepared to proactively respond to inbound travel demand, which may shrink due to rising airfares and other factors. The Ministry and the Korea Tourism Organization will offer airline discounts, airport hospitality events, and regional tourism promotions targeting Japan’s Golden Week and China’s Labor Day holidays.

According to the Ministry, the number of Japanese visitors to Korea reached 940,000 in the first quarter of this year, a 20% increase compared to the same period last year. Chinese visitors numbered 1.45 million, up 29%. During the upcoming Golden Holiday period, it is projected that between 80,000 and 90,000 Japanese tourists and between 100,000 and 110,000 Chinese tourists will visit Korea.

In the Japanese market, the "2026 Family-Friendly Korea" campaign will target family travelers. In collaboration with airlines such as Jin Air and Air Busan, families traveling with children will receive airfare discounts and additional checked baggage allowances for return flights. Discount vouchers for Shinsegae duty-free and department stores will also be provided, along with recommendations for family-friendly tourism spots such as Snoopy Garden in Jeju and E-World in Daegu.

A dedicated campaign promoting travel to Busan will target the Kyushu region. Special discount vouchers will be distributed to travelers using flights and ferries between Fukuoka and Busan, and cruise operators will offer discounts on onboard fireworks and sunset viewing programs.

Local promotional events are also scheduled. On April 30, a "K-Tourism Roadshow" will be held in Fukuoka to showcase Korean tourism content. On May 1, the program "Weekend Korea" on Osaka’s Mainichi Broadcasting System will air a Golden Week special introducing Korean fashion, cosmetics, and food.

Airport hospitality events are also planned. On May 2 and 3, charter flight passengers departing from Hanamaki Airport and Matsumoto Airport in Japan and arriving at Cheongju Airport in Korea will receive souvenirs and be welcomed with performances.

In the Chinese market, a campaign to encourage repeat visits will target travelers arriving at regional airports. The Ministry explained that during China’s Labor Day holiday, four cruise ships that stop in Korea will operate, and bookings for Korea-China routes are expected to be higher than last year.

A hospitality booth will be set up in the arrivals hall at Gimhae International Airport. Passengers on direct flights from Shanghai to Gimhae will be provided with tourism information for the four major southeastern cities-Busan, Ulsan, Pohang, and Changwon-and will also be guided to local experiences such as K-beauty programs in Haeundae and marine activities at Gwangalli Beach.

To boost the Hong Kong-Gimhae, Daegu, and Jeju routes, Hong Kong Express will offer airfare discounts. The Ministry plans to channel inbound demand from Hong Kong and nearby Guangzhou toward regional tourism in Korea.

Choi Huiyoung, Minister of Culture, Sports and Tourism, stated, "Since February this year, we have established a weekly tourism situation room to respond proactively to changes affecting tourism demand. We will maintain the growth momentum of inbound tourism by leveraging Japan’s Golden Week and China’s Labor Day."

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