Busan Sees Foreign Tourist Boom... Surpasses 1 Million by April at Fastest-Ever Pace

A total of 1,061,284 visitors: Fastest record since official statistics began in 2014
What is driving the increase in tourists?
Investment in culinary tourism and development of unique content
Cruise tourism marketing, integration of Visit Busan Pass and WeChat Pay

The number of foreign tourists visiting Busan is showing remarkable growth. The pace at which the annual figure surpassed one million has broken all previous records.

This year, the number of foreign tourists visiting Busan has already exceeded one million. On June 16, the Busan Metropolitan Government (Mayor Park Heongjoon) announced that the cumulative number of foreign tourists through April had reached 1,061,284.

This is the fastest record since the city began officially releasing related statistics in 2014. The figure is one month ahead of 2016, which previously held the record for the highest number of foreign tourists.

The number of foreign visitors, which plummeted due to COVID-19, showed a clear recovery last year, and the momentum has become even more pronounced this year. Compared to the same period last year (858,656), this represents an increase of about 24%.

By country, Taiwan led the way with 192,214 visitors, followed by China with 157,953, and Japan with 134,917. The United States (73,344) and the Philippines (56,172) followed. Vietnam, Hong Kong, and India each saw their number of tourists increase by more than 40% compared to the previous year, clearly demonstrating the expansion of the inbound tourism market.

The city cited several factors contributing to the increase in tourists: differentiated culinary tourism content, expanded marketing to attract cruise ships, and the integration of the Visit Busan Pass with convenient payment systems. In the culinary sector, various initiatives are underway, including events featuring Michelin chefs, discovering hidden local restaurants, and operating the "Taxhling" brand.

For cruise tourism, the city analyzed that focused marketing efforts and the development of shore excursion products targeting China, the Philippines, and Japan led to increased tourism spending. The Visit Busan Pass, an exclusive all-access pass for foreign tourists that integrates transportation, tourism, and discounts through a digital platform, received a positive evaluation from 97% of users. The integration with convenient payment methods such as WeChat Pay was also identified as a key factor in achieving high satisfaction.

Busan also drew attention in TripAdvisor's analysis of tourism product ratings. In a consumer satisfaction survey based on data from 12.46 million products, Busan ranked second among eight major cities in Northeast Asia. The city was recognized as having the lowest quality variation among tourist destinations, with content that reflects its unique identity, such as Gamcheon Culture Village, Jagalchi Market, and Haeundae.

The city plans to continue expanding tourism infrastructure and enhancing content in the second half of the year. It aims to introduce amphibious buses and water taxis, strengthen regional stay-type tourism, and achieve the early milestone of three million foreign tourists.

Park Heongjoon, Mayor of Busan, stated, "The simultaneous increase in tourism brand value, visitor numbers, and spending is an encouraging trend," adding, "We will faithfully carry out the tasks necessary to become a global tourism hub city."

Status of Foreign Tourists Visiting Busan by Year