Busan is good

A Special Welcome Experience with BTS Successfully Concludes at the Busan Eurasia Platform Welcome Center

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Busan Metropolitan City, led by Mayor Park Heong-joon, and the Busan Tourism Organization announced that the global hospitality program held at Busan's major gateways, including Busan Station and Gimhae International Airport, in conjunction with the "BTS WORLD TOUR ARIRANG IN BUSAN" concerts held at Busan Asiad Main Stadium on June 12 and 13, concluded with great success.

The "BTS THE CITY ARIRANG BUSAN Welcome Center – Check in Busan," operated at the Busan Eurasia Platform from June 5 to 21, welcomed a total of 31,583 visitors, including 24,004 international visitors, representing 76.0 percent of the total.

A total of 22,401 visitors participated in the Welcome Center survey. By nationality and region, respondents comprised 5,430 from Korea (24.2%), 5,314 from Japan (23.8%), 4,731 from Southeast Asia (21.1%), 2,960 from Greater China (13.2%), 2,558 from the Americas and Europe (11.4%), and 1,408 from other regions (6.3%).

During the Welcome Center's operation, a variety of related events were also held at Busan's major gateways, including Busan Station Plaza and Gimhae International Airport, further enhancing the welcoming atmosphere for visitors.

A five-meter-tall "K-POP Listener Boogi" sculpture photo zone was installed at Busan Station Plaza to welcome tourists arriving in Busan.

From June 12 to 13, a Busan Pop-up Store showcasing local products and city initiatives was operated at Busan Station Plaza. Cultural performances, including Busan International Dance Festival street performances and busking performances by local Busan artists, were also presented.

On June 12, Busan and Miryang jointly showcased regional intangible cultural heritage through performances including Miryang Arirang, Miryang Baekjung Nori, and Gamnae Tug-of-War. On June 13, the Miryang Arirang Arts Troupe performed "Nal Jom Boso," a contemporary reinterpretation of Miryang Arirang, further elevating the festive atmosphere of "Arirang Busan."

From June 8 to 14, a Busan tourism photo zone was installed in the international arrivals hall on the first floor of Gimhae International Airport. Welcome events, including lucky draw giveaways using traditional lucky pouches, were held for 8,200 international visitors, adding to the enjoyment of their Busan experience.

The Welcome Center provided a variety of hospitality services to help visitors begin their trips conveniently while enjoying the excitement surrounding the concerts. Services included Busan tourism information, luggage storage and delivery in partnership with Jim Carry, a music experience zone, a K-Beauty zone, Photoism, a Busan tourism experience zone, and a Google Gemini AI experience booth.

For fans visiting Busan for the BTS concerts, four specially curated tourism theme courses based on popular travel preferences were introduced. In addition, 29,000 multilingual tourism brochures in four languages were produced to provide visitors with tourism information. Information was also actively promoted through Visit Busan, Busan's official tourism portal, and the city's official social media channels.

The music experience zone featured dance and singing experiences using BTS music and video content, as well as listening programs that enabled fans to fully immerse themselves in the concert atmosphere.

From June 11 to 14, Busan's official mascot Boogi visited the Welcome Center to participate in on-site programs, including photo sessions and random play dance activities with fans, receiving an enthusiastic response.

The luggage storage and delivery service operated in partnership with Jim Carry was offered at the same rates as the Busan Station branch, with special discounted storage fees available during the event period. A total of 966 concertgoers and tourists used the service, allowing them to enjoy Busan hands-free. On the concert days, a temporary luggage storage facility was also operated at Sports Complex Station on Busan Metro Line 3, near the concert venue, providing convenient services to a total of 560 concert attendees over the two-day event.

A Google Gemini AI experience booth was also installed at the entrance to the Welcome Center, where visitors experienced AI-powered live docent services capable of recommending personalized Busan travel itineraries based on individual preferences, attracting strong participation.

Survey results showed that the Welcome Center also encouraged visitors to stay overnight in Busan and visit the city's major tourist attractions.

According to the visitor survey, 82.1 percent of respondents stated that attending the BTS concert or visiting related events and pop-up stores was their primary reason for visiting Busan. Among international respondents, 88.1 percent indicated that this was the main purpose of their visit.

Among all respondents, 78.3 percent stayed in Busan for three days and two nights or longer, while 94.6 percent said they would recommend Busan to others. The most frequently visited or planned destinations, based on multiple responses, included beach attractions such as Haeundae and Gwangalli, downtown attractions including Busan Station, Nampo-dong, and Jagalchi, as well as cultural villages such as Gamcheon Culture Village and Huinnyeoul Culture Village.

A separate survey of Busan residents also showed strong support for the hospitality program. A total of 90.8 percent responded that the BTS concert-linked hospitality events contributed to promoting Busan and revitalizing tourism, while 92.0 percent expressed positive views on utilizing the Busan Eurasia Platform as a visitor hospitality and experience space.

These findings demonstrate that demand generated by the BTS concerts extended beyond concert attendance, leading to longer stays, visits to major tourist attractions, higher tourism satisfaction, and stronger intentions to recommend Busan. The results also confirmed the Busan Eurasia Platform's potential as an urban tourism hospitality hub by leveraging its strategic location adjacent to Busan Station.

Na Yoon-bin, Director General of the Tourism and MICE Bureau of Busan Metropolitan City, said, "We hoped that fans from around the world would experience Busan's warm hospitality from the moment they arrived in the city until they reached the concert venue. As Busan offers attractions and experiences throughout all four seasons, we hope visitors who were unable to fully explore everything the city has to offer this time will return whenever they have the opportunity. We will continue doing our utmost to further strengthen Busan's position as a leading global tourism city."