South Korea is expected to surpass Japan to become the most popular destination for Chinese tourists during the upcoming Spring New Year holiday, marking the first time since the pandemic.

According to market research firm China Trading Desk, around 230,000 to 250,000 Chinese visitors are expected to travel to South Korea during the nine-day Spring Festival holiday, which begins Feb 15. This is a 52 percent increase from last year, with the holiday extended by an extra day.

Meanwhile, the number of Chinese tourists heading to Japan is set to fall by 60 percent compared to 2022. Although Japan had been a favorite due to a weaker yen, growing political tensions between China and Japan, combined with South Korea's visa-free policy for Chinese tour groups, are pushing more travelers to opt for Korea.

The relatively weak Korean won is also making South Korea's popular spots such as Seoul, Busan, and Jeju Island, an attractive option, with affordable shopping and dining. At the same time, the rising global influence of Korean culture and changes in travel agency itineraries, with many switching from Japan to Korea, are further boosting the country's appeal, the market research firm said.