Busan tourism boom sees record foreign visitors and spending

A surge in tourism to South Korea’s coastal city of Busan has sparked the viral term “Busan disease” on social media in Taiwan, China and Japan, describing travelers’ longing for the city after a visit. In the first quarter of 2024, Busan welcomed 1,023,946 foreign tourists – the highest total since the city began publishing visitor statistics in 2014 and the fastest to reach one million. The largest groups came from Taiwan (208,984), China (197,958) and Japan (132,217), with additional visitors from the United States, Vietnam, the Philippines, Hong Kong and Indonesia.

Tourist spending rose to 2.355 trillion won, a 26.4% year‑on‑year increase. City officials attribute the growth to expanded cruise tourism, the “Visit Busan Pass” program, partnerships with LINE and Alipay, and country‑specific marketing. A Yanolja Research survey gave Busan a 4.723‑point satisfaction rating from Chinese visitors, the highest among eight major Asian cities, highlighting its photogenic scenery, cost‑performance and easy access via Gimhae International Airport.

The city’s natural attractions such as Haeundae, Gwangalli, and the Gamcheon Culture Village, along with leisure offerings like the Blue Line coastal train, Busan X the SKY observatory, yacht tours and the Skyline Luge, continue to drive strong social‑media buzz and reinforce Busan’s reputation as an “Asian‑style experiential tourism city.”