Busan’s Tourism Industry Thrives with Record Visitors and Future Goals, Here’s What You Need to Know

Published on December 5, 2025

Tourism in Busan, South Korea’s vibrant coastal city, is making waves in the world scene, surpassing 3 million foreigners for the first time in history. According to the latest data published on December 4th, 2025, by the city’s tourism officials, international visitors to Busan totaled 3,019,164 through the end of October of 2025, up 23 percent over the same period last year. This milestone comes as Busan’s tourism industry shows signs of rapid recovery and growth, hinting at its increasing appeal to travelers worldwide.

Rising Demand from European and Asian Tourists

The surge in visitors to Busan is fueled by the growing interest from both traditional and new tourism markets. Of the total international visitors, Taiwan, China, Japan, the United States, and the Philippines represent the top five source countries. Taiwan leads the pack with 564,496 visitors, followed by China (483,069), Japan (430,617), the U.S. (209,468), and the Philippines (146,051). The rise in tourism from diverse regions reflects the city’s expanding global appeal.

Notably, tourists from eight countries (including Taiwan, China, and Japan) showed increases of more than 20% compared to last year, indicating a shift in Busan’s tourism patterns. As travelers seek new destinations, the city’s blend of cultural experiences, coastal charm, and world-class events have captured the imagination of visitors from across Asia, Europe, and beyond.

Key Tourism Strategies Fueling Growth

Busan’s tourism success can be attributed to a series of well-executed strategies aimed at diversifying the city’s tourism offerings and enhancing its global profile. One of the key drivers has been the hosting of major convergent mega-events that highlight the city’s unique culture, gastronomy, and creativity. The month-long “Festival October” has been particularly effective in attracting visitors, featuring a range of cultural events, including film festivals, music performances, and culinary showcases.

Another contributing factor to Busan’s success is the rise of experience-centered, stay-type tourism programs. These programs cater to a variety of traveler interests, including marine leisure activities along the city’s seven beautiful beaches, the Suyeong River, and innovative workation experiences that have become increasingly popular among digital nomads. These offerings allow visitors to explore the city in a deeper, more immersive way.

Expanding Night and Culinary Tourism

In addition to daytime activities, Busan has worked hard to develop its night tourism scene, including unique experiences such as night music camp-nics and vibrant night markets. The city’s thriving food scene also plays a pivotal role in attracting tourists, with visitors flocking to Busan’s renowned seafood markets and local restaurants that offer both traditional Korean dishes and international flavors.

By diversifying its tourism content, Busan has tapped into a wide range of visitor preferences, ensuring that the city remains appealing throughout the year. These developments have led to higher spending by foreign tourists, with a 31.5% increase in tourist spending in Busan through October 2025, reaching 859.2 billion won.

A Bold Vision: 5 Million Foreign Tourists by 2028

Building on its current success, Busan has set ambitious goals for the future. The city is targeting 5 million foreign tourists and 1.5 trillion won in annual tourism spending by 2028. To achieve this, Busan is focusing on five key strategic pillars:

1. Global Tourism City Branding: Busan plans to further develop its image as a global tourism hub by leveraging K-culture-based mega events to attract international visitors. These events will highlight the city’s cultural, gastronomic, and artistic offerings, solidifying its status on the global tourism map.
2. Strengthening Tourism Competitiveness: The city aims to improve accessibility and convenience for travelers. This includes upgrading transportation infrastructure and enhancing airport and port facilities to ensure a seamless experience for visitors arriving from around the world. Additionally, the integration of artificial intelligence (AI)-based services will help innovate the tourism experience.
3. Expanding Tourism Areas: In an effort to compete with metropolitan areas, Busan plans to collaborate with neighboring cities and provinces to create a super-wide tourism zone. This will help extend the tourism offerings beyond Busan to encompass a broader region, promoting cross-border tourism.
4. Diverse Experience Offerings: Busan will continue to expand its range of unique tourism experiences. These will include gastronomic tours, marine tourism, cultural festivals, and themed tourism content that appeals to a wide variety of tourists, including those seeking luxury and adventure.
5. Fostering High-Value Purpose Tourism: Busan is also targeting high-value tourism sectors such as MICE (meetings, incentives, conferences, and exhibitions), medical tourism, wellness tourism, and workation programs. These segments have significant potential to attract affluent travelers and business visitors, offering a more diverse tourism experience.

The Future of Busan’s Tourism Industry

With its strong focus on innovation, cultural experiences, and high-quality services, Busan is set to continue its upward trajectory as one of Asia’s leading tourism destinations. The city’s strategic plans, including the development of new infrastructure, expanded tourism experiences, and a focus on sustainable growth, ensure that it will be a major player in the global tourism economy for years to come.

As Busan works towards its goal of welcoming 5 million foreign tourists by 2028, the city’s tourism sector is primed for long-term success. By balancing cultural authenticity with modern tourism offerings and ensuring accessibility for a global audience, Busan is becoming an increasingly attractive destination for travelers worldwide.

A Bright Future for Busan’s Tourism Industry

Thus, the current influx of foreign tourists to Busan and the innovative tourism strategies being adopted by the city present completely new perspectives for the region’s tourism industry. With high hopes for the next few years and striving for a variety of high-quality tourism products, the City of Busan is well on its way toward attaining the status of a world-class tourism power. As the city evolves, it offers continuous growth, resilience, and opportunity within the sector.