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Mayor Park Heong-joon: Advancing into a High-Quality Stay-Oriented Tourism City—Establishment and Implementation of the 2030 Busan Tourism Promotion Plan

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Busan Metropolitan City (Mayor Park Heong-joon) announced that it has established and will fully implement the mid- to long-term master plan, the “2030 Busan Tourism Promotion Plan (2026–2030),” aimed at alleviating the concentration of inbound tourism in the Seoul metropolitan area, enhancing national tourism competitiveness, and advancing Busan as Korea’s second tourism hub.

This plan presents implementation strategies to build a multi-polar tourism system that coexists with the metropolitan area amid the rise in inbound tourists driven by the spread of K-culture, while systematically strengthening Busan’s unique and differentiated tourism competitiveness.

The city plans to foster the tourism industry as a key driver of future growth beyond a simple service sector and, in line with the government’s “major transformation in inbound tourism” policy, shift from quantitative expansion focused on visitor numbers to a high value-added tourism structure that increases length of stay and per capita spending.

In particular, prior to the opening of Gadeokdo New Airport in 2035, the city will strengthen inter-airport connectivity to supplement the capacity of Gimhae Airport and establish its position in the cruise market not merely as a port of call but as a home port.

In addition, the city will build a smart tourism environment utilizing artificial intelligence (AI) and big data to improve convenience in language, mobility, and payments, thereby providing a “frictionless travel experience.”

Under the vision “BUSAN: Experience the Future of Travel,” the city will invest a total of KRW 122.1 billion over the next five years to focus on five strategies and 15 key initiatives.

The first strategy is “Brand Busan,” which focuses on global tourism city branding based on Busan’s unique assets.
By linking 61 regional festivals under an integrated brand, the city will generate synergy and attract high-spending tourists through premium models combining luxury hotels and yachts. In the cruise sector, it will establish a system encompassing “home port and semi-home port” and “fly-and-cruise.”

The second strategy is “Upgrade Capacity,” aimed at significantly enhancing travel convenience for foreign tourists.
The city will improve mobility by introducing EMV-based public transportation payments using overseas credit cards and specialized nighttime transportation. It will also upgrade the smart tourism environment by adding pedestrian navigation and AI-based real-time customized itinerary recommendations to the Visit Busan Pass.

The third strategy is “Scale Up,” expanding a supra-regional tourism ecosystem connecting the metropolitan area and encompassing Busan, Ulsan, and Gyeongsangnam-do.
A “free premium bus” will be operated to facilitate travel from Incheon Airport to Busan, and regional tourism products linking traditional temples and the East Coast area will be developed to extend visitors’ length of stay.

The fourth strategy is “Attractive Content,” providing diverse experiences available year-round.
Through initiatives such as “Marine Leisure Sports 365” and “24-Hour Busan” time-zone branding, the city will strengthen stay-oriented content that can be enjoyed at any time. It will also introduce local gastronomy programs in collaboration with Michelin chefs.

The fifth strategy is “Next-level Value,” fostering high value-added purpose-driven tourism industries that maximize stays and spending.
Dedicated packages for MICE participants will be introduced to activate bleisure tourism. The city will also lay the groundwork for attracting five-star hotels and develop long-stay “workation villages” by regenerating vacant houses in the old downtown areas.

Mayor Park Heong-joon stated, “Based on the meaningful achievement of surpassing 3.64 million foreign visitors last year, it is now time for Busan tourism to enter a new phase of growth that brings tangible vitality to the city’s economy,” adding, “We will not only expand visitor numbers but also lead qualitative growth in Busan tourism into a ‘high-quality global tourism hub’ where people from around the world stay longer, engage more deeply, and wish to return.”