Busan is good

Surpassing 1 Million Foreign Visitors to Busan in the First Quarter… Fastest Record Ever Set Again

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Busan Metropolitan City announced that a total of 1,023,946 foreign tourists visited Busan in the first quarter of this year, surpassing 1 million in the shortest time on record.

This marks the fastest pace since the city began officially releasing foreign tourist statistics in 2014. In particular, it surpassed the previous record—set in April 2025—by achieving the milestone one month earlier, demonstrating the unprecedented rapid growth of Busan’s tourism industry.

By nationality, the largest numbers of visitors came from Taiwan (208,984), China (197,958), Japan (130,217), the United States (81,437), and Vietnam (44,352). Following these were the Philippines (37,109), Hong Kong (29,190), and Indonesia (21,582), indicating a clear diversification of the inbound tourism market. This trend confirms Busan’s strong foundation as a global tourism hub and is seen as a positive indicator for accelerating the achievement of 5 million foreign visitors.

In addition to quantitative growth, qualitative growth was also notable. Foreign tourist spending in the first quarter reached KRW 235.5 billion, representing a 26.4% increase compared to the same period last year, reflecting solid and meaningful growth.

The city identified the key drivers of this growth as:
First, the expansion of the marine tourism base through cruise tourism attraction marketing;
Second, enhanced convenience through initiatives such as the Visit Busan Pass and integration with LINE and Alipay;
Third, strategic marketing linked with global platforms and the provision of customized content tailored to each country.

First, efforts to expand the marine tourism base through cruise marketing have been highly effective in attracting foreign visitors. Intensive marketing targeting cruise lines led to meaningful achievements in diversifying the market, including the arrival of worldwide cruise ships and the attraction of Korea’s first Fly·Rail&Cruise homeport cruise. Proactive initiatives such as extending cruise terminal operating hours to increase length of stay and upgrading port-of-call tourism content—including local festivals, gastronomy, and local experience programs—resulted in a sharp increase not only in tourist numbers but also in tourism spending compared to the previous year.

In particular, with a significant increase in cruise arrivals from China this year, approximately 800,000 tourists are expected to visit Busan via cruise ships—more than double the previous year.

Second, improvements in convenience have been achieved through the expansion of affiliated merchants and exchange locations for the Visit Busan Pass, as well as the integration of digital payment services such as LINE and Alipay. The Visit Busan Pass, an all-in-one tourist pass exclusively for foreign visitors that combines transportation, attractions, and discounts, has become an essential item for visiting Busan, with 97% of users expressing positive satisfaction.

Additionally, starting this year, the pass can be collected at major hubs in the Seoul metropolitan area, including Incheon and Gimpo International Airports, significantly improving accessibility for individual travelers. As a result, sales increased by approximately 65% compared to the same period last year, further supporting efforts to attract tourists to Busan.

Finally, strategic marketing linked with global platforms and the provision of customized content for each country have played a decisive role in drawing foreign tourists to Busan.

In particular, Busan’s selection as the No.1 best-value overseas travel destination for Japan’s Golden Week by the global online travel agency Expedia is seen as a result of accurately targeting global travel trends that seek both affordability and high-quality experiences amid rising prices. Building on this recognition, the city actively promoted Busan’s accessibility and cost-effectiveness through major Japanese media outlets and both online and offline channels, successfully capturing demand for short-haul travel.

Moreover, targeting the Chinese market, the city implemented customized content linked to the spring flower season, reflecting the rapidly growing trend of outdoor and experiential travel. By promoting these initiatives in conjunction with global platforms, Busan successfully attracted a large number of experience-oriented tourists beyond simple sightseeing. Such targeted and precise marketing has driven market diversification beyond reliance on specific countries and served as a solid foundation for surpassing 1 million foreign visitors early in the first quarter.

Busan was selected by Expedia as the No.1 best-value overseas destination for Japan’s Golden Week and year-end holiday seasons, recognized for its coastal scenery, gastronomy, and relatively affordable prices compared to Seoul, as well as its appeal for winter seafood and ocean views.

Building on this momentum, the city plans to use the “BTS World Tour ARIRANG IN Busan,” scheduled for June 12–13, as a turning point to attract more foreign tourists. It anticipates increased inbound tourism and a rise in repeat visits in the second quarter.

Kim Kyung-duk, Acting Mayor of Busan Metropolitan City, stated, “As Busan’s tourism brand value continues to rise, we are seeing an encouraging trend of simultaneous increases in both tourist numbers and tourism spending. We will maintain this momentum to achieve 4 million foreign visitors at an early stage and continue to build Busan into a global tourism hub city where both residents and visitors can enjoy a high quality of life.”