Busan is good

Busan Named One of Expedia’s Top 10 Destinations for 2027, Ranking Fifth Worldwide in Travel Search Growth!

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Busan Metropolitan City (Mayor Chun Jae-soo) announced today (October 20) that Busan has been named one of the world's 10 Destinations of the Year for 2027 in "Unpack '27," a travel trends report published by global online travel agency (OTA) Expedia. Busan was the only destination in South Korea to make the list.

The "2027 Destinations of the Year" list features 10 destinations experiencing a surge in interest among travelers worldwide, based on actual flight and accommodation search data.

Busan ranked fifth worldwide, recording a 50% increase in search volume compared with the same period a year earlier. South Lake Tahoe in the United States (195%), Hyogo in Japan (95%), Punta del Este in Uruguay (65%), and Sedona in the United States (55%) occupied the top four positions.

※ Rankings were determined based on growth in Expedia's flight and accommodation search volumes.

(Search periods compared: September 1, 2024–July 27, 2025, and September 1, 2025–July 27, 2026.)

Expedia highlighted Busan's vibrant coastal atmosphere, traditional markets, and diverse culinary offerings as major attractions.

The report described Busan as "a destination attracting worldwide attention for its beaches, bustling markets, and dynamic urban culture." It also recommended Haedong Yonggungsa Temple, Haeundae Beach, and Jagalchi Market as must-visit attractions that travelers can explore in a single day.

Busan was also named one of six destinations worldwide that met Expedia's "Smart Travel Health Check" criteria, which promote sustainable tourism.

The criteria provide a framework for evaluating responsible tourism destinations based on the World Travel & Tourism Council's (WTTC) sustainable tourism principles, including managing visitor concentration, engaging local communities, and reinvesting tourism revenue.

Alongside Hyogo, Japan; Sedona, United States; Perugia, Italy; the Tweed, Australia; and Chichester, United Kingdom, Busan met these criteria, earning recognition for its exemplary tourism management capabilities.

Expedia Group's annual "Unpack '27" report was compiled using the company's proprietary data, a survey of 26,000 travelers worldwide, including 1,000 South Korean respondents, and social listening analysis.

The report identified five travel trends: "Trip Snacking," "Gothic Getaways," "Destinations of the Year," "Un-Adulting," and the "2027 Set-Jetting Forecast."

Mayor Chun Jae-soo commented, "Busan's selection as one of the world's top 10 travel destinations clearly demonstrates its growing popularity among international travelers."

He added, "This recognition is particularly meaningful because Busan has met the WTTC's rigorous principles, including addressing overtourism and improving the quality of life for local communities, earning recognition as a value-driven, sustainable tourism city. Building on this achievement, we will make every effort to bring about a fundamental transformation in the quality of Busan's tourism."