Busan is good

Cumulative Number of Foreign Tourists Visiting Busan in July Surpasses 2 Million! … Expected to Easily Exceed the Initial Target of 3 Million

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Busan Metropolitan City (Mayor Park Heong-joon) announced that the cumulative number of foreign tourists visiting Busan reached 2,003,466 as of July this year, surpassing the 2 million mark. Consequently, the number of foreign tourists this year is expected to far exceed 3 million.

After reaching 1 million foreign tourists in the shortest period ever in April, the figure exceeded 2 million within just three months. This represents about a 23 percent increase compared to the same period last year (1,624,779 foreign tourists as of July 2024).

By country (region), the highest numbers came from: Chinese Taipei (377,912), China (315,318), Japan (266,707), the United States (145,535), and the Philippines (99,536). Although growth rates varied by country, most showed increases compared to the same cumulative period last year (July 2024), expanding the scale of the inbound tourism market. This trend is viewed as a positive sign for sustaining the momentum of Busan’s tourism industry.

The city cited the international exposure of Busan’s brand value as a global hub city during the bid process for the 2030 World Expo as a major factor behind the sharp rise in foreign tourists.

In addition, three other key drivers were identified:

• 1.Sales of customized tourism products and the development of Busan-specific integrated content.

• ○Initiatives included in-flight meal sales themed around pork soup rice in collaboration with airlines targeting Taiwanese tourists, development of the “Temple Trekking” content combining hiking and temple visits, and the “Star Sea Busan Night Festa” blending Busan’s scenic night views with cultural content. These efforts showcased the city’s unique attractions and generated synergistic effects.

• 2.Strengthening the competitiveness of marine tourism through revitalization of beaches during the summer vacation season and promotion of marine and cultural content.

• ○Examples included the continued popularity of Haeundae and Gwangalli Beaches; attracting more than twice the number of visitors to Dadaepo Beach following the first opening of its eastern section; continued hosting of diverse marine cultural events such as the International Boat Show and International Ocean Film Festival; and the operation of marine healing programs across Busan’s seven beaches. These measures both increased summer tourist numbers and enhanced marine tourism competitiveness.

• 3.Improved tourist convenience through the stabilized operation of the Visit Busan Pass.

• ○The Visit Busan Pass, an unlimited-use pass for foreigners integrating discounts on transportation and tourist attractions, recorded cumulative sales exceeding 480,000 units in the first half of the year. This figure was about double compared to the same period last year, reflecting strong popularity among foreign tourists. It has established itself as a “must-have item for traveling in Busan,” enhancing convenience and delivering tangible satisfaction.

Looking ahead, the city will continue this upward trajectory by:

• ●commercializing global mega-events in the second half of the year,

• ●hosting the second Busan performance of Cirque du Soleil’s “Kooza,”

• ●and preparing tourism products and marketing initiatives in response to the approval of visa-free entry for Chinese group tourists.

Specifically, Busan will promote global festivals such as “Festival Shiwol” (including the Busan International Rock Festival) and the “Busan Fireworks Festival” as tourism products, while further enhancing the city’s brand value through hosting Cirque du Soleil’s domestic tour opening in Busan (August 21–September 28).

In addition, the city will expand marketing efforts to attract Chinese tourists during the National Day holiday period (October 1–8), while accelerating the development of differentiated tourism products that allow visitors to enjoy the unique maritime atmosphere of the city center by leveraging Busan’s distinct cultural and tourism resources.

Mayor Park Heong-joon stated, “Achieving 2 million foreign tourists in the shortest time since records began in 2014 is an encouraging result of our projects aimed at making our city an international tourism destination. If this momentum continues, we expect to easily surpass our annual target of 3 million foreign tourists. We will continue to do our utmost to realize Busan as a ‘Global Tourism Hub City.’”