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Promoting Busan’s Medical and Wellness Tourism to the World: Successful Fam Tour Targets Indonesian Market

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The Busan Metropolitan City, in collaboration with the Korea Tourism Organization, hosted a promotional familiarization (fam) tour from April 17 to 18, aimed at introducing Busan’s outstanding medical and wellness tourism offerings to key stakeholders from Indonesia’s travel and broadcasting industries, while building robust promotional and business networks.

The fam tour, part of follow-up efforts to the “Korea Medical Wellness Tourism Fair” held over the past two years in Indonesia, invited 7 representatives from major travel agencies and media outlets to explore Busan's competitive edge in wellness-based tourism, backed by advanced medical infrastructure.

During the event, the city held a Medical & Wellness Tourism Promotion Session, strengthening cooperation with Indonesian partners and emphasizing Busan’s differentiation from the Seoul metropolitan area by showcasing coastal destinations, including Seven Beaches and other signature wellness spots.

The Busan Economic Promotion Agency introduced essential support services such as medical interpretation, one-day tours, and the Busan Medical Tourism Business Center, providing information on key initiatives supporting the global promotion of Busan’s medical institutions.

Participants visited leading medical facilities and wellness destinations, including Pusan National University Hospital, Kim Byung-joon Reda Thoracic Surgery, SMB Wellness, and Club The Oasis, where they experienced wellness programs and held business meetings.

In addition, they explored top local attractions such as:

• ●Songdo Marine Cable Car

• ●Huinnyeoul Culture Village

• ●Haeundae Blueline Park Capsule Train

• ●Lotte World Adventure Busan

Participants expressed that Busan’s unique charm—its ocean-facing wellness sites and regionally distinguished healthcare infrastructure—left a strong impression.

“This visit allowed us to truly experience Busan and confirmed the city’s appeal beyond Seoul. We look forward to future collaboration with Busan’s medical and wellness tourism sector,” one participant shared.

Kim Hyun-jae, Director-General of Busan’s Tourism & MICE Bureau, noted:

“This fam tour was meaningful in identifying real demand from the Indonesian market. Moving forward, we will continue to develop customized and differentiated content to expand Busan’s presence in medical and wellness tourism across Southeast Asia.”

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[Appendix 1] Fam Tour Overview

• ●Purpose: Promote Busan’s medical wellness tourism products and facilitate industry networking

• ●Dates: April 17–18, 2025

• ●Location: Across Busan – key hospitals and wellness attractions

• ●Participants: Indonesian travel agencies, broadcasters, and KTO Jakarta staff

• ●Organizers: Busan Metropolitan City, Busan Economic Promotion Agency, Korea Tourism Organization

• ●Key Activities:

• ○Promotion session & policy briefings

• ○Customized Q&A and networking

• ○Visits to leading hospitals and wellness destinations

• ○Business consultation support

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[Appendix 2] Related Photos

• ●Promotion Session for Busan’s Medical & Wellness Tourism (April 17, 2025)