The report notes what South Korean tourists do in China has undergone a shift. Where travel by middle-aged Koreans was once dominated by visits to natural landscapes like Zhangjiajie in Central China's Hunan Province and the Taihang Mountains in North China's Hebei Province, the rise of city tours and food-focused travel among Millennials and Gen Z is now a key driver of surging demand for trips to China, per the Korea Daily.
An employee of South Korean budget carrier Eastar Jet was quoted by the Korea Daily as saying that "The popularity of Chinese cuisine in Korea, such as hotpot and malatang, a numbing-spicy hotpot, has spurred greater interest in travel to China than ever before." Zhangjiajie is also a top destination for visitors seeking featured landscape experiences and trendy food tourism, according to the report.
