Busan, South Korea – The City of Busan has strengthened its position as a key destination for international tourists, with the Visit Busan Pass gaining significant popularity. Launched in February 2023, the tourism card has been well-received, recording over 312,000 sales by the end of 2024. Offering affordability, convenience, and access to a variety of attractions, the pass has contributed to enhancing the visitor experience and supporting the local economy.
The sales figures indicate steady growth, with cumulative revenue reaching 217 billion KRW by the end of 2024 and over 1.65 million visits to affiliated attractions. The increase in sales, compared to 2023, reflects Busan’s growing appeal as a travel destination.
The Visit Busan Pass was created to cater to the needs of international travelers, providing a selection of four options: time-limited passes for 24 or 48 hours and attraction-based passes covering three or five destinations. This flexibility allows tourists to tailor their experience based on their plans. Attractions such as Lotte World Adventure Busan, Songdo Marine Cable Car, and the Haeundae Blueline Park are among those included, making the pass a convenient way to explore the city.
Available in both physical and digital formats, the pass integrates with Busan’s public transportation system through the BusanPay app, offering additional benefits such as cashback at participating businesses. These features have resulted in a 97% satisfaction rate among users, who appreciate its value and ease of use.
Beyond being a useful travel tool, the Visit Busan Pass is contributing to a balanced distribution of tourism benefits across the city. While popular areas such as Haeundae and Gwangalli continue to attract visitors, the program has extended to lesser-known areas, such as Yeongdo’s Arte Museum and Ocean Flying Theme Park. These efforts aim to showcase the diversity of Busan and distribute tourism activity more evenly.
New additions to the pass program have already demonstrated positive outcomes. For example, Arte Museum recorded over 1,700 visitors within three months, and local businesses in these areas have reported an increase in customers, reflecting the pass’s impact on the regional economy.
Busan Metropolitan City and the Busan Tourism Organization are planning to further develop the pass’s offerings. New features and additional attractions are expected to be introduced to enhance its appeal. For the upcoming Lunar New Year holiday, a special “Buy One Get One Free” promotion is planned to encourage more travelers to take advantage of the pass and extend their stays.
Efforts to promote the pass globally are also underway, with collaborations with international travel platforms aimed at raising awareness of Busan as a leading travel destination in Asia.
A representative from Busan Metropolitan City expressed optimism about the program’s continued growth, stating, “The Visit Busan Pass is an effective way to experience the city’s many attractions. Through continuous improvements, we aim to make Busan an attractive destination for travelers worldwide.”
As 2025 progresses, the Visit Busan Pass is expected to remain an integral part of the city’s tourism strategy, reinforcing Busan’s appeal to international visitors and contributing to the local economy.
