Busan is good

Busan Surpasses One Million Foreign Tourists by April – Fastest on Record

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The Busan Metropolitan City (Mayor Park Heong-joon) announced that the number of foreign tourists who visited Busan as of April 2025 totaled 1,061,284, surpassing the 1-million mark earlier than any other year since records began in 2014.

○ This milestone was reached one month earlier than the same point in 2016, which had previously held the record for the highest number of foreign visitors.

○ Compared to the 858,656 visitors by April 2024, this year’s figure represents a 24% increase, signaling a complete recovery to pre-COVID-19 levels.

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By country of origin, the top five visitor groups were:

• 1.Taiwan – 192,214

• 2.China – 157,953

• 3.Japan – 134,917

• 4.USA – 73,344

• 5.Philippines – 56,172

○ Other notable increases include visitors from Vietnam (50,535), Hong Kong (46,096), and India (19,633) – all showing over 40% growth compared to the previous year, signaling a strong diversification of inbound tourism markets.

○ These trends reflect the broadening appeal of Busan as a global tourism hub, attracting more diverse international travelers.

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The city attributes the surge in foreign visitors to three main strategies:

① Development of Busan’s distinctive gourmet tourism content
② Cruise marketing and expansion of marine tourism infrastructure
③ Improved digital services for tourist convenience

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① Gourmet tourism was the leading factor. It consistently ranks as the No. 1 most satisfying activity among both international and domestic visitors to Busan.

• ●Busan has expanded high-end options (Michelin-star chefs), hosted global culinary events (Asia’s 50 Best Restaurants), and introduced affordable hidden gems (e.g., Taxi-chelin festival revitalizing the old downtown).

② Cruise tourism marketing also played a key role.

• ●Efforts included targeted campaigns in Shanghai, Manila, and Tokyo, broader visa permissions for cruise passengers, and the development of shore excursion packages linked to traditional markets and festivals.

③ Digital convenience initiatives such as the Visit Busan Pass and WeChat Pay integration significantly improved the tourist experience.

• ●The Visit Busan Pass, a transportation-and-discount package for foreign tourists, earned a 97% positive satisfaction rating.

• ●Linking WeChat Pay to transport and attractions enhanced ease of travel, especially for Chinese visitors.

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Meanwhile, a data-based analysis by TripAdvisor, covering 12.46 million tourism product reviews, ranked Busan 2nd among eight major cities in Northeast Asia in terms of tourist satisfaction.

○ Busan scored a 4.90/5.00 rating with the lowest standard deviation (0.25), indicating consistently high-quality experiences.

○ Key destinations like Gamcheon Culture Village, Haeundae Beach, and Jagalchi Market were cited as examples of authentic “Busan-ness,” offering memorable and high-quality content.

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TripAdvisor-Based Comparative Analysis of Northeast Asian Tourism Cities (Yanolja Research Insight)

Ranking	City	Avg. Rating	Standard Deviation
1	Beijing	4.91	-
2	Busan	4.90	0.25 (lowest)
3	Shanghai	4.89	-
4	Tokyo	4.85	-
5	Seoul	4.78	-
6	Osaka	4.77	-
7	Taipei	4.76	-
8	Kaohsiung	4.66	-

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Looking ahead, the city plans to enhance its tourism competitiveness by:

○ Strengthening global festival brands (e.g., Busan International Rock Festival, Busan Fireworks Festival) in conjunction with K-content

○ Expanding marine tourism infrastructure, including amphibious buses and sea taxis, to improve mobility and experience

○ Deepening regional and long-stay tourism content in partnership with the Bu-Ul-Gyeong region and Southeast Korea

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Mayor Park stated:

“Busan’s tourism brand value is rising rapidly, and we’re seeing encouraging growth in both international visitors and tourism spending.
We aim to reach 3 million foreign visitors in the near future and will work to solidify Busan’s role as a Global Tourism Hub City.”

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Appendices available upon request include:

• ●Appendix 1: Visitor Statistics by Nationality (April 2025)

• ●Appendix 2: Credit Card Spending by Region

• ●Appendix 3: Historical Trends in Foreign Visitors to Busan