Busan is good

Busan Metropolitan City Wins Grand Prize at Medical Asia for Second Consecutive Year, Strengthening Its Position as a Global Hub for K-Medical Tourism

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Busan Metropolitan City (Mayor Park Heong-joon) announced that it received the Grand Prize in the “Global Marketing for Medical Tourism – Metropolitan Government Category” for the second consecutive year at the Medical Asia (MEDICAL ASIA) 2025, 15th Korea Global Medical Service Awards ceremony held yesterday (December 4) at the International Conference Hall of the Korea Press Center.

Medical Asia 2025—established to promote the globalization of Korean medical services and to vitalize medical tourism—is co-hosted by three major media outlets from Korea, the United States, and China: Money Today, The Korea Daily New York, and Phoenix New Media Jilin. The event is sponsored by the Ministry of Health and Welfare, the Ministry of Food and Drug Safety, and the Korea Tourism Organization.

Based on 15 years of proprietary big data, preliminary research, evaluations conducted by 100 experts, and final deliberations by an operating committee, winners in approximately 50 categories were selected. With awards in 2018, 2024, and 2025, the city has firmly established its status as a leading medical tourism destination.

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Recognition of Busan’s Competitiveness as a Medical Tourism Destination

The city earned recognition for its differentiated global marketing strategies, highly reliable and high-quality medical services, and customized programs tailored to target countries.

Last year, the city achieved a record-high performance by attracting 30,165 foreign medical tourists.

In particular, this year’s achievements were highly regarded, including:
▲ strengthened country-specific target marketing*
▲ establishment of a system for hosting training groups of Mongolian public officials
▲ development of specialized medical tourism personnel
▲ a special promotional exhibition on the Japanese “Gangnam Unni” online platform, contributing to enhanced image branding and increased foreign patient attraction.

• ●Strengthened target marketing by country: mild cases—Greater China, Japan, Southeast Asia; severe cases—Russia, Mongolia, Central Asia.

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Expanded Promotion of Wellness and Medical Tourism Through Global Media Channels

The city continues to expand promotional efforts for wellness and medical tourism through various online and offline international media platforms.

Key initiatives include:
▲ publication of the regular Busan Medical Tourism Magazine
▲ advertising in airport railway stations and terminals
▲ operation of social media channels in multiple languages
▲ production of promotional videos featuring overseas influencers
▲ YouTube and Google advertisements
▲ banner advertisements through media outlets
▲ mobile banner advertisements on Chinese platforms.
These efforts have strengthened global visibility for Busan’s wellness and medical content.

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Commitment to Becoming a Global Wellness and Medical Tourism Hub City

Kim Hyun-jae, Director General of Tourism & MICE Bureau, stated, “This consecutive two-year recognition is the result of Busan’s outstanding medical infrastructure and services, as well as our effective global marketing strategies.” He added, “Busan Metropolitan City will continue to enhance foreign patients’ comfort and satisfaction and make every effort to solidify our position as a ‘Global Wellness and Medical Tourism Hub City.’”