"BTS Ignites Cities Too"... Busan Searches Surge 2,375%, Seoul Up 155%

Global Fans on the Move as World Tour Returns After Four Years
Inbound Travel Demand to Seoul and Busan Surges

The BTS fandom, known as ARMY, is abuzz with excitement over the news of the group’s world tour resuming after about four years. As soon as the concert schedule was released, there was an explosive surge in searches for flights to Korea and accommodations, once again demonstrating the impact of “performance-driven tourism” centered on K-pop.

BTS is starting their world tour after four years. Photo by AP News Agency

According to global online travel platform Hotels.com on January 21, searches for overseas travel to Korea soared noticeably within 48 hours after the BTS world tour schedule was announced on January 13. Seoul and Busan, in particular, led the demand. Compared to the week prior to the tour announcement, inbound searches for Seoul increased by 155%, while Busan saw an extraordinary 2,375% jump.

This response, even before concert ticket sales began, shows that global fans are quickly making plans to visit Korea to witness BTS’s comeback stage in person. The surge in searches for Seoul reflects simultaneous interest from both the Asian market, especially Japan, and North America. By country, Japan recorded the highest increase at 400%, followed by Taiwan (260%), Hong Kong (170%), and the United States (95%).

In the case of Busan, despite only two concert dates being announced, the response was even more intense. During the same period, searches for Busan from overseas skyrocketed, with Japan showing a staggering 10,545% increase, followed by Hong Kong (7,100%), Taiwan (1,275%), and the United States (835%). In some countries, accommodation searches reportedly turned into a fierce “click competition.”

This phenomenon highlights a new consumer trend that combines music and travel. According to a travel trend report released by Hotels.com, so-called “tour tourism”-traveling for concerts or music events-is rapidly spreading. The survey found that 70% of respondents expressed greater interest in traveling to attend performances than before, and 43% said they would be willing to leave their city or country to see their favorite artist perform.

Not only overseas fans but also domestic travel demand surged. Within 48 hours of the tour schedule announcement, domestic searches for travel to Seoul increased by 190% compared to the previous week, while Busan saw an even steeper rise of 3,855% during the same period.

Industry experts analyze that the BTS world tour is serving as a “cultural tourism catalyst” that impacts not just concert events but the broader regional economy. A representative from Hotels.com stated, “Major live performances are becoming a decisive factor in choosing travel destinations,” adding, “The numbers clearly show that K-pop as a cultural content is a powerful driver for both inbound and domestic travel.”