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Recent tourism trends underscore Busan's ambitions
Gamcheon Culture Village, a popular attraction.
Summer Night Pop-up at Yongdusan Park.
Cruise ship passengers arrive at Busan Port International Passenger Terminal.
Busan's focus on global tourism is paying off, as the number of foreign visitors is increasing and reaching pre-pandemic figures.
According to the Busan Tourism Organization, 232,533 foreign tourists visited Busan this past March, representing more than an 80% increase compared to the number of foreign visitors in March 2023. The figure also represents a 99.8% recovery to pre-pandemic levels, as 232,893 foreign tourists arrived in Busan in March 2019.
Busan's tourism recovery rate compares favorably to other regions, as the nationwide recovery rate stands at 97.1%.
Japanese tourists comprise the largest number of inbound travelers, followed by visitors from Taiwan, China, the United States and the Philippines. Additionally, there has been a significant rise in the number of visitors from Vietnam, Hong Kong, and Thailand. This trend reflects the growing diversity of Busan's tourist base, a positive outcome for the city's commitment to attracting international travelers.
Building on this momentum, Busan announced its vision to become a Global Tourism Hub City. During an event on Aug. 13 at the Wyndham Grand Busan, the first five-star hotel in Seo-gu District, officials laid out an ambitious plan to attract 3 million international visitors in 2026. The plan includes five key strategies and 15 targeted initiatives to transform the city into a global tourism hub. To achieve this goal, officials will focus on developing high-end tourism content and enhancing tourist-friendly infrastructure.
This renewed commitment to the tourism industry should pay dividends quickly, as Busan is already becoming a top global destination. Several prominent travel platforms and international publications have burnished Busan's global reputation.
Trip.com, the leading online travel agency, rewarded Busan with its 2023 Emerging Popular Travel Destination Award. Busan was also the only Asian city featured in National Geographic's "25 Breathtaking Places and Experiences for 2023." The New York Times highlighted Busan in its article "5 Cities with Great Beaches." Finally, the global consulting firm Resonance ranked Busan 67th in its annual list of "100 Best Cities to Live, Work, and Visit."
The city's plan to attract 3 million foreign visitors in 2026 is built around five strategies.
The first is to foster high-end tourism content to make Busan a must-visit destination for cultural tourism, nighttime tourism and culinary tourism. The city will also tap into its ethos of work-life balance and develop "workation" infrastructure to attract digital nomads and business travelers. Finally, Busan will leverage intellectual property to strengthen tourism content.
Busan is also positioning itself to become a leader in global tourism by strengthening its partnership with UN Tourism, launching "Tourism Summit Busan," and increasing the capacity of TPO (Tourism Promotion Organization for global cities). The city is also in the running to host the UN Tourism Academy and the UN Tourism General Assembly.
Furthermore, Busan aims to become Korea's first integrated marine leisure tourism destination. The city plans to introduce new offerings such as amphibious tour buses and marine taxis, while also focusing on revitalizing cruise tourism.
Fourth, to improve the overall tourist experience, Busan will build world-class facilities, foster an open and friendly travel environment, and promote digital tourism solutions, like the Visit Busan Pass and Busan Pay, tailored specifically for foreign visitors.
Finally, Busan plans to enhance its Meetings, Incentives, Conferences, and Exhibitions (MICE) sector by developing infrastructure and content that cater to international business events and medical tourism. The city aims to rank among the world's top 10 MICE destinations and attract 30,000 foreign patients annually.
