Busan, South Korea is now a top tourism and travel destination in Asia
The city of Busan in South Korea is currently establishing itself as a prominent cultural and tourism destination, particularly in September 2025. This is due to two major events taking place during this month – the 30th Busan International Film Festival (BIFF) from 17th to 26th September 2025, followed by the Busan International Rock Festival from 26th to 28th September 2025. The data from Agoda, as shared through PR announcements and regional media partners, indicates a significant increase in searches and bookings for accommodations in Busan, both domestically and internationally.
According to Agoda’s data, searches for accommodation in Busan by South Korean travelers rose by 6% during the period of BIFF and by 42% during the rock festival. International searches also saw a 31% increase leading up to both events, with countries like Vietnam, Japan, the Philippines, Taiwan, and Thailand showing strong interest in visiting Busan for these festivals. This demonstrates Busan’s ability to attract a diverse range of visitors beyond traditional leisure tourism, now encompassing film, music, and creative travel experiences.
Busan’s rise as a cultural hotspot is evident in its strategic focus on hosting festivals, enhancing venues, and nurturing creative initiatives that connect audiences with film premieres, live performances, and industry activities. BIFF, with its 30th-anniversary celebration, stands out as Asia’s premier film platform held at the Busan Cinema Center, boasting seven theaters and 31 screens in 2025. The festival’s growth is further showcased through its expanded sections and special initiatives commemorating its milestone anniversary. Following BIFF, the city transitions seamlessly to the Busan International Rock Festival held at the Samnak Ecological Park, offering a diverse lineup and multi-day format to engage festival-goers and travelers until the end of September.
Key dates and venues to note include BIFF running from 17th to 26th September 2025 at the Busan Cinema Center, and the Busan International Rock Festival scheduled for 26th to 28th September 2025 at the Samnak Ecological Park in Sasang-gu. The film festival will feature screenings across multiple venues citywide, while the rock festival promises an exciting lineup and updates led by the City of Busan. The festivals, along with supplementary events like BIFF Everywhere, contribute to a significant spike in demand for accommodations in Busan during this period.
In conclusion, Busan is successfully positioning itself as a cultural hub and event destination, attracting national and international visitors through its diverse offerings in film, music, and creative arts. The city’s commitment to hosting renowned festivals like BIFF and the Rock Festival reflects its growing appeal and establishes Busan as a leading tourism destination in Asia in September 2025.