SOUTH KOREA/CHINA. Reflecting the recent deepening relationship between South Korea and China, Lotte Duty Free sent a delegation to Guangzhou and Qingdao (10-12 September) to capture the growing Chinese travel market by engaging with over 30 travel agencies.
Led by Head of Marketing Namgung Pyo, the team signed cooperation agreements to attract more tour groups to South Korea.
The move builds on South Korea’s new visa-free entry policy for Chinese group travellers, with Lotte Duty Free and its partners exploring initiatives such as tailored packages and exclusive group benefits ahead of China’s all-important National Day Golden Week holiday.
The Korea Tourism Organization’s China office also joined the programme, highlighting the role of public-private collaboration in strengthening tourism flows.
As part of the visit, Lotte Duty Free signed MOUs with Guangzhou CITS Travel Agency and Qingdao Tourism Group, designed to reinforce its Chinese tourism network and capture more group traveller demand.
In the first half of this year, group tourists from second- and third-tier cities such as Qingdao, Hangzhou and Chengdu accounted for a rising share of Lotte Duty Free’s sales.
Their purchasing patterns revealed strong demand for cosmetics and fashion, alongside steady growth in souvenirs, food and other categories.
In response to these trends, the retailer has introduced initiatives such as engaging new agents in each city, creating customised product assortments, and establishing marketing strategies tailored to each region.
Beginning with Guangzhou and Qingdao, Lotte Duty Free intends to expand its cooperation framework into central and western China.
Lotte Duty Free underscored its proactive response to the evolving tourism landscape through a range of marketing and partnership initiatives designed to attract foreign visitors and support the recovery of Korea’s tourism sector.
Another initiative is scheduled for 18 September, bringing together over 200 tour guides specialising in Chinese, Japanese and Southeast Asian languages to introduce the retailer’s flagship stores, brand partners and exclusive benefits.
The event follows a similar programme held in February and forms part of Lotte Duty Free’s strategy to capture rising demand for group tours during China’s National Day and peak travel seasons for Japanese and Southeast Asian visitors, supported by the visa-free policy.
Lotte Duty Free Head of Marketing Namgung Pyo said: “The visa-free entry policy for Chinese group tourists will be a positive turning point for both Korea’s tourism industry and the duty-free sector.
“Through this trip, we confirmed the growth potential of China’s regional cities. We are committed to offering differentiated shopping experiences to tourists visiting Korea during the National Day holiday, and ultimately contributing to the revitalisation of Korean tourism.” ✈
