Busan Aims to Attract Five Million Foreign Tourists by 2028, Enhancing their Cultural Infrastructure, Eco-Tourism and Food Destinations to Boost the Visitor Spending Growth

Busan has reached a new record in its tourism industry, with the number of foreign visitors to the city surpassing 3 million for the first time ever. To further build on this momentum, the Busan Metropolitan Government plans to pursue an ambitious target: to attract 5 million foreign visitors and achieve 1.5 trillion won in tourism spending by 2028.

This is an ambitious new goal that reflects the city’s growing stature as a visitor destination, while outlining comprehensive strategies to further boost visitor numbers and improve infrastructure and content to meet international tourist demand. The strategy is designed to boost Busan’s future tourism impact and position it as an attractive, yet sustainable destination that will develop in line with global tourism trends.

Enhancing Cultural Infrastructure to Boost Busan’s Global Appeal

A major part of Busan’s tourism expansion plan focuses on enhancing its cultural infrastructure, which is seen as key to attracting more global tourists. The city aims to solidify its status as a cultural hub by expanding prominent cultural facilities, including the Busan Opera House and the Centre Pompidou Busan. These developments will make Busan an even more attractive destination for art lovers and cultural tourists seeking top-tier performances and exhibitions.

By continuing to build and expand state-of-the-art cultural venues, Busan is laying the foundation for long-term growth in cultural tourism, which is expected to generate not only increased visitor numbers but also a sustained economic impact through ticket sales, local employment, and partnerships with global cultural institutions.

Improving Accessibility for Global Tourists

To further enhance accessibility, Busan plans to improve air connectivity by expanding Gimhae Airport’s medium- and long-haul routes. The expansion of exclusive air transport rights for regional airports and the addition of new flight routes will make it easier for tourists from across the globe to access the city. This development is key to supporting Busan’s goal of attracting a wider international audience.

In the future, these improvements will likely lead to a more diversified range of tourists, with greater numbers of visitors from emerging markets and long-haul destinations, contributing to sustained growth in the city’s tourism economy. To make travel more convenient for foreign visitors, the Visit Busan Pass, a service that offers discounts and access to various attractions, will be expanded. Additionally, improvements to the public transportation payment system will make it easier for foreigners to navigate the city using easy-to-use payment methods, which will likely support the city’s future goal of becoming a tourist-friendly destination.

Expanding Eco and Mountain Tourism Offerings

In line with global travel trends, Busan also plans to strengthen its appeal as an eco-tourism and mountain tourism destination. The city will promote eco-friendly tourism by linking the Nakdong River National Garden designation with Geumjeongsan National Park, creating a seamless, nature-focused tourist experience that connects urban areas with natural landscapes.

This strategy not only aims to attract environmentally conscious travelers but also aligns with broader sustainable tourism goals, ensuring that the city’s growth doesn’t come at the expense of its natural heritage. As eco-tourism continues to rise in global popularity, Busan is well-positioned to capitalize on this trend by offering unique outdoor experiences, such as hiking, cycling, and nature tours. In the future, these efforts will help Busan secure a strong position in the global eco-tourism market, attracting more visitors looking for authentic, nature-based travel.

Strengthening Busan’s Brand as a Culinary Destination

Busan is also set to bolster its reputation as a culinary destination. The city will work to expand its selection of restaurants featured in the Michelin Guide and host events like Asia’s 50 Best Restaurants to further highlight its diverse food scene. Known for its fresh seafood, street food culture, and internationally recognized dishes, Busan is eager to show global visitors why it should be on every food lover’s list.

In the future, Busan will likely see an increase in food tourists, helping the city continue its growth in gourmet tourism while generating higher spending from food-focused travelers. By expanding its reputation as a culinary capital, Busan will also position itself as a year-round destination for food tourism, helping to balance seasonal variations in tourist arrivals and attract visitors across all months of the year.

Focusing on New Tourism Segments: MICE, Medical, Wellness, and Workation

In addition to traditional leisure travel, Busan plans to diversify its tourism portfolio by expanding sectors such as MICE (Meetings, Incentives, Conferences, and Exhibitions), medical tourism, wellness tourism, and workations—a growing trend where people travel for remote work while enjoying leisure activities. The city will work to attract business conferences, international exhibitions, and incentive trips through the development of state-of-the-art MICE facilities. By tapping into medical tourism, Busan aims to draw international patients who seek high-quality healthcare services, complemented by the city’s world-class medical facilities.

In the future, wellness tourism will also see an upswing, as Busan promotes spa resorts, healing retreats, and wellness-focused experiences to cater to travelers seeking relaxation and mental rejuvenation. The workation trend will also expand as more companies embrace remote work, with Busan offering co-working spaces and accommodation packages that cater to remote workers looking for a balance between work and leisure in a vibrant city like Busan.

Foreign Tourist Growth and Economic Impact

As of October this year, Busan recorded a significant milestone with 3,019,164 foreign tourists, marking the first time the city has surpassed 3 million visitors since the official records began in 2014. This growth in international arrivals is a direct reflection of the city’s increasing global visibility and appeal.

Among these visitors, Taiwanese tourists led the charge with around 560,000 arrivals, followed by Chinese (around 480,000), Japanese (around 430,000), American (around 200,000), and Filipino (around 140,000) tourists. The spending of foreign tourists in Busan has also reached a record high, with credit card spending amounting to approximately 859.2 billion won, a 31.5% increase compared to the previous year. This growth underscores the economic significance of foreign tourism for the city, contributing to local businesses, hospitality, retail, and service industries.

Tourists’ Willingness to Return Boosts Future Prospects

A hopeful sign for the city’s future tourism prospects is the fact that 84.8% of foreign tourists who visited Busan expressed a desire to return, highlighting the city’s strong appeal and the satisfaction of visitors. The city’s investment in cultural offerings, tourism infrastructure, and guest services ensures that it remains a destination that attracts repeat visitors and continues to grow in popularity.

As Busan continues to expand its infrastructure and diversify its tourism offerings, it is well positioned to become a key global tourism hub. The city’s long-term strategy is focused not just on increasing visitor numbers but also on creating an inclusive tourism ecosystem that supports sustainable growth, stimulates local economies, and establishes Busan as a leading player in East Asian and global tourism.

A Bright Future for Busan’s Tourism Industry

It is possible to achieve an ambitious goal of 5 million foreign tourists and 1.5 trillion won in tourism spending by 2028. These upgrades will position Busan in the global tourism market, with world-class cultural facilities, eco-tourism experiences, a strengthened culinary brand, and a focus on new sectors in tourism. With expanded international flights, improved public transportation systems, and an ever-growing range of tourism experiences, Busan will soon develop into the top destination not only for the tourists of East Asia but also for world travelers in search of culture, nature, cuisine, and business. As the city progresses on its journey to meet and beat its tourism targets, so its contribution to regional economies and worldwide tourism will continue to increase.

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