Busan sees record high foreign tourism with over 1 million visitors in 2021
Busan has reached a new milestone in foreign tourism, welcoming over a million visitors in the first four months of 2025. This marks a significant increase compared to previous years since the city started tracking arrivals in 2014. The Busan Metropolitan Government reported a total of 1,061,284 foreign tourists from January to April, showing a 24 percent growth from the same period in the previous year.
The majority of foreign tourists came from Taiwan, with 192,214 visitors, followed by China with 157,953, Japan with 134,917, the United States with 73,344, and the Philippines with 56,172. The numbers also saw a substantial rise in visitors from other countries such as Vietnam, Hong Kong, and India, all increasing by more than 40 percent from the previous year.
The surge in tourism has been attributed to a variety of factors, including promoting Busan’s food tourism scene, expanding cruise ship itineraries, and enhancing visitor convenience through services like the Visit Busan Pass and WeChat Pay. The city has leveraged the launch of the Michelin Guide’s Busan edition to showcase both high-end dining options and hidden culinary gems under the umbrella of “Taeksyullaeng,” blending luxury and affordability in dining experiences.
Strategic marketing efforts targeting cruise operators in key cities like Shanghai, Manila, and Tokyo have also played a role in driving cruise arrivals to Busan. The partnership with cruise lines to develop land-based tours connected to port calls has contributed to the overall increase in tourism numbers.
In addition to marketing initiatives, Busan has made substantial tourism infrastructure upgrades, introducing the Visit Busan Pass, an all-in-one pass offering transportation, sightseeing, and discount benefits to foreign travelers. This pass has been linked to mobile payment services like WeChat Pay to facilitate transactions for Chinese-speaking tourists.
Looking ahead, Busan aims to capitalize on major festivals in the second half of the year, linking them to Korean pop culture to attract a projected three million foreign tourists annually. Events like the Busan International Rock Festival and the Busan Fireworks Festival will be packaged as K-content tourism experiences, catering to a diverse range of interests.
Furthermore, Busan plans to expand its marine tourism infrastructure by introducing innovative services like amphibious buses and water taxis and promoting long-stay tourism programs such as “Living in Busan for a Month.” This comprehensive approach seeks to enhance the overall tourism experience and solidify Busan’s position as a premier destination for international visitors.
Recent customer satisfaction analysis by Tripadvisor ranked Busan second among eight major Northeast Asian cities, reflecting the city’s commitment to enhancing the visitor experience and showcasing its unique attractions to a global audience.