Busan Becomes One of Expedia’s Destinations of the Year for 2027, Ranking Fifth Worldwide in Travel Search Gains
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□ On October 20, 2026, Busan Metropolitan City announced that Busan was the only city in Korea to make the top ten ‘Destinations of the Year’ in Expedia’s Unpack ’27.
○ The Destinations of the Year list identifies ten places experiencing the sharpest surges in flight and accommodation searches.
○ Busan comes in fifth worldwide, with searches rising by 50 percent year over year. South Lake Tahoe in the United States records the largest increase, at 195 percent, followed by Hyogo, Japan (95 percent); Punta del Este, Uruguay (65 percent); and Sedona, United States (55 percent).
※ Rankings are derived from flight and accommodation searches on Expedia from September 1, 2025, to July 27, 2026, compared with those from September 1, 2024, to July 27, 2025.
□ Expedia emphasizes Busan’s vibrant coastal atmosphere, bustling traditional markets, and rich culinary scene.
○ Describing Busan as a region attracting attention for its beaches, markets, and urban culture, the report recommends Haedong Yonggungsa Temple, Haeundae Beach, and Jagalchi Market as a one-day itinerary.
□ Busan is also named among six destinations worldwide in Expedia’s Smart Travel Health Check.
○ Aligned with the World Travel & Tourism Council (WTTC)’s principles for responsible tourism management, the framework evaluates practices related to overcrowding prevention, community engagement, and tourism revenue reinvestment.
○ Busan received recognition for its policies that benefit both residents and visitors, alongside Hyogo in Japan, Sedona in the United States, Perugia in Italy, The Tweed in Australia, and Chichester in the United Kingdom.
□ Expedia releases its Unpack report annually. Unpack ’27 draws on proprietary data, a survey of 26,000 respondents from around the globe—of whom 1,000 were Korean—and social listening analysis.
○ The 2027 report outlines five travel trends: Trip Snacking, Gothic Getaways, Destinations of the Year, Un-Adulting, and 2027 Set-Jetting Forecast.
□ Mayor Chun Jae-soo said, “Busan’s presence among the world’s ten Destinations of the Year clearly demonstrates its strong appeal to international travelers.”
□ He added, “It is of great significance that Busan has been acknowledged as a tourism hub that prioritizes value and sustainability by meeting the WTTC’s rigorous standards addressing issues such as overtourism and citizens’ quality of life. We will determine the next best steps to bring about a substantial transformation in Busan’s tourism industry.”
