Busan is good

Busan Metropolitan City Ranked No. 1 “Best Value Travel Destination”: Accelerates Efforts to Attract International Tourists for Spring Season

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Busan Metropolitan City (Mayor Park Heong-joon) announced that, following its selection as the No. 1 “best value overseas travel destination” for Japan’s Golden Week by global online travel agency (OTA) Expedia on March 12, it will launch full-scale customized global marketing targeting Japan’s Golden Week and China’s Labor Day holiday during the spring peak travel season.

The city and the Busan Tourism Organization plan to expand the attraction of international tourists by identifying experiential tourism content tailored to each country’s market characteristics and promoting it through platform-linked marketing in response to increasing spring inbound tourism demand.

In the Japan market, the city will carry out intensive promotions during the Golden Week period by leveraging Expedia’s announcement results.

In April, the city will participate in the “K-Tourism Roadshow” held in Osaka and Tokyo to promote Busan’s gastronomy and wellness tourism content, while also conducting promotions centered on beauty and healing content targeting female tourists in the Tokyo metropolitan area through the local media outlet Weekly Women.

The city will also invite influencers using a “Taipei–Busan–Japan” linked tourism course to explore the potential of a broader regional tourism product and expand repeat visit demand.

Additionally, joint promotions with airlines will be conducted using the new “Nagasaki–Busan” route and the “Hiroshima–Cheongju–Busan” transit route, while special interest tourism (SIT) products such as Geumjeongsan trekking, traditional gastronomy experiences, and eco-tours in West Busan ecological parks will be developed to strengthen the foundation for attracting Japanese tourists.

In the China market, the city will simultaneously promote experiential tourism content linked to the spring flower season and global platform-based marketing in line with the growing demand for outdoor and experience-oriented travel.

A bicycle-themed special interest tourism (SIT) familiarization tour will be organized by inviting Chinese influencers and cycling club leaders to develop tourism content combining cycling, cherry blossoms, and gastronomy. Content will be created utilizing major riding routes such as the East Coast course from Haeundae to Gijang to Ganjeolgot, the Nakdong River cherry blossom cycling path, Hoedong Reservoir, and Oncheoncheon Stream.

In addition, experiential tourism routes linked with the urban railway system will be designed, and tourism products based on the results of the familiarization tour are scheduled to be launched in May.

Through a spring campaign in collaboration with Ctrip, the city will promote the conversion of Labor Day holiday travel demand by producing travel creator content, operating special promotional pages, and offering discount promotions.

The city expects that expanding new air routes and enhancing experiential tourism content will lead to increased inbound tourist arrivals and greater demand for repeat visits during the spring season.

Mayor Park Heong-joon stated, “Busan is increasingly being recognized as a popular tourist city on global OTA platforms, reflecting growing preference among international tourists,” adding, “Through new flight routes, differentiated tourism content, and strategic global marketing, we will establish Busan as a leading city in K-tourism.”