BeijingApril 29, 2026 /PRNewswire/ — This spring, as the K-pop comeback season surges with full force, spring flower viewing and festivals have taken center stage, propelling South Korea to maintain its top spot as the preferred outbound destination for Chinese travelers[1]. Recently, Airbnb released the “Travel Consumption and Experience Trends Report for South Korea,” aiming to analyze travelers’ motivations and consumption behavior trends to create more unique and immersive travel experiences. The report highlights that 94% of respondents consider South Korea’s unique cultural appeal as the core driving force for visiting the country[2].
Chinese travelers’ journeys to South Korea are shifting from a traditional sightseeing-focused model to a deeper, multi-dimensional local cultural experience, with travel footprints extending from Seoul to more diverse destinations with distinct regional characteristics. Leveraging the convenience of short-haul travel and ongoing improvements in visa policies, cultural content is gradually becoming a key bridge connecting travelers and destinations, driving increased visit frequency, longer stays, and broader exploration. From screen narratives unfolding into real streets, from cultural resonance extending to dining tables and everyday life scenes, Airbnb continues to enrich its unique listings and local experiences, enabling travelers to immerse themselves in local life in a more engaging and flexible way, experiencing the diverse urban landscapes and lifestyles.
Hallyu Culture Ignites Travel Enthusiasm, Ushering in Nationwide Exploration
The report shows that “Korean dramas, films, and variety shows” have surpassed “food experiences” to become a powerful engine for visiting South Korea, forming the three core driving forces for travel alongside “natural scenery”[3]. Driven by strong emotional resonance, Chinese travelers aspire to become “story protagonists,” recreating the romance and emotion seen on screen during their journeys. This passion-fueled travel enthusiasm directly translates into robust spending power. Data shows[4] that Hallyu fans spend approximately $435 more per capita on their trips compared to average tourists, with over half of K-pop fans budgeting over $2,000 for a single trip.
Beyond “screen pilgrimages,” Chinese travelers’ footprints are expanding from Seoul to broader regions, initiating a “nationwide exploration” mode. The report indicates[5] that nearly 80% of respondents include destinations outside Seoul on their wish lists, with Busan, Daegu, and Jeju Island ranking among the most popular. Travelers look forward to leisurely strolling through the coastal city of Busan, experiencing the contrast between vibrant K-pop rhythms and seaside life; spending healing moments in Daegu’s quiet alleys, filled with the aroma of coffee; or heading south to Jeju Island, shaped by volcanoes and sea breezes, to encounter the gentle poetry of mountains and sea.
Data reveals[6] that Chinese travelers are visiting South Korea more frequently, with trips becoming increasingly relaxed and extended. Seventy percent of respondents have visited South Korea multiple times, with an average stay exceeding five nights. In this unhurried travel pace, accommodation becomes a gateway to delving into local cultural contexts. Chinese travelers yearn to live like locals, deeply exploring the authentic urban landscape and enjoying a comfortable, extended stay. From century-old hanok houses in Seoul’s alleys to seaside cottages on Jeju Island, Airbnb offers diverse unique listings to help travelers perceive the rich and multifaceted daily life of South Korea.
Deepening Local Experiences, Building Bridges for China-South Korea Cultural Exchange
As Chinese travelers’ demand for in-depth local experiences grows, Airbnb leverages pop culture as a bond to continuously introduce unique Airbnb Experiences and listings, opening new ways for global travelers to experience Hallyu culture: from collaborating with popular boy bands SEVENTEEN and CORTIS to create exclusive fan interaction scenarios, to offering immersive stays like the Seoul Hangang Bridge Sky Suite and accommodations at the iconic Dongdaemun Design Plaza. Beyond Hallyu culture, the dining table is becoming a key entry point for travelers to perceive Korean culture. Through a series of exclusive experiences, Airbnb leads travelers to savor the flavors and layers of Korean culture with their taste buds—whether it’s joining a traditional Korean sauce-making class taught by a chef at Michelin-starred restaurant Onjium, or participating in a dining experience themed around Korean folklore, all allowing for a deeper appreciation of cultural charm through authentic flavors and stories.
To help Chinese travelers better experience this cultural wave, Airbnb China has also established a long-term strategic partnership with the Korea Tourism Organization, focusing on deepening collaboration around quality accommodation supply and local experience content, and linking diverse scenarios such as music, film, food, and lifestyle to create more immersive and engaging outbound travel experiences. Recently, the two parties hosted a carnival event in Chengdu under the theme “Hallyu Craze, Center Stage Awaits You,” actively building offline in-depth experiences for cultural exchange.
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[2] Data source: Based on a consumer survey commissioned by Airbnb and conducted by market research firm OnePoll in March 2026. The survey covered 4,500 respondents from countries and regions including Australia, India, Indonesia, Japan, Mainland China, Malaysia, Singapore, Thailand, and the United States. [3] Data source: Based on a consumer survey commissioned by Airbnb and conducted by market research firm OnePoll in March 2026. The survey covered 4,500 respondents from countries and regions including Australia, India, Indonesia, Japan, Mainland China, Malaysia, Singapore, Thailand, and the United States. [4] Data source: Based on a consumer survey commissioned by Airbnb and conducted by market research firm OnePoll in March 2026. The survey covered 4,500 respondents from countries and regions including Australia, India, Indonesia, Japan, Mainland China, Malaysia, Singapore, Thailand, and the United States. [5] Data source: Based on a consumer survey commissioned by Airbnb and conducted by market research firm OnePoll in March 2026. The survey covered 4,500 respondents from countries and regions including Australia, India, Indonesia, Japan, Mainland China, Malaysia, Singapore, Thailand, and the United States. [6] Data source: Based on a consumer survey commissioned by Airbnb and conducted by market research firm OnePoll in March 2026. The survey covered 4,500 respondents from countries and regions including Australia, India, Indonesia, Japan, Mainland China, Malaysia, Singapore, Thailand, and the United States. |