Busan, South Korea – Busan has announced the introduction of a new luxury hotel under the “Shilla Monogram” brand. The project, set within the Osiria Tourism Complex, involves a partnership between Busan City, Hotel Shilla, and East Bay Co., Ltd. With a groundbreaking expected in mid-2025, this high-end development aims to transform the city’s appeal among international tourists by offering world-class accommodations and amenities, underscoring Busan’s vision to emerge as a global travel hub.
In recent years, the city has made concerted efforts to position itself as a leading destination in East Asia’s competitive tourism sector. Central to this strategy is the development of the Osiria Tourism Complex in Gijang County, a coastal area known for its pristine views and natural attractions. Osiria is a government-backed project designed to attract both domestic and international travelers with a diverse mix of attractions, ranging from theme parks and luxury hotels to shopping complexes and entertainment venues.
The addition of the Shilla Monogram hotel to this ambitious development reflects Busan’s commitment to creating a sophisticated tourism infrastructure capable of appealing to high-spending tourists worldwide. By positioning itself as a luxury travel destination, Busan aims to diversify its tourism offerings and reduce reliance on seasonal, domestic tourism.
The new hotel will introduce the “Shilla Monogram” brand to South Korea. Created by Hotel Shilla, a leader in South Korea’s hospitality industry, Shilla Monogram represents a premium level of luxury hospitality that combines the brand’s expertise with local cultural aesthetics. Already present in Vietnam’s Da Nang, the Shilla Monogram brand integrates elegance with the essence of its destination, making each property unique and finely attuned to the local lifestyle. In Busan, the Shilla Monogram will embody the city’s coastal charm with an emphasis on spacious, scenic rooms and sophisticated design.
The project will feature a 26-story hotel with 238 luxurious guest rooms and 240 vacation condominiums, each offering panoramic views of the nearby coastline. Designed to cater to families and discerning travelers, the Shilla Monogram Busan will offer upscale facilities, blending high-end amenities with an authentic experience of Busan’s local culture. The hotel will also include indoor and outdoor pools, premium dining options, and extensive recreational facilities designed to provide a relaxing retreat for visitors.
This investment, estimated at $400 million, is expected to provide a substantial boost to Busan’s local economy, creating jobs and stimulating the city’s hospitality and tourism sectors. The city government anticipates that the Shilla Monogram’s upscale clientele will encourage spending in nearby businesses and cultural attractions, benefiting a wide range of local industries.
Additionally, the Shilla Monogram Busan will contribute to the overall appeal of the Osiria Tourism Complex, reinforcing its status as an international destination. This region already hosts several high-end accommodations, including Ananti Cove and the soon-to-open Banyan Tree resort, and is fast becoming a premier spot for travelers seeking a luxurious coastal experience in South Korea.
Construction for the Shilla Monogram Busan is set to begin in July 2025, with completion slated for November 2028. Once operational, it will be a crown jewel in Busan’s luxury hospitality landscape, offering world-class accommodations for travelers from around the globe. By 2028, the Osiria Tourism Complex is expected to be a fully realized destination for upscale tourism, featuring several high-end resorts, unique entertainment options, and cultural attractions.
The Shilla Monogram’s presence in the Osiria Tourism Complex also signals broader ambitions for Busan’s tourism industry, as the city continues to attract new development and partnerships. The goal is not just to create a tourist-friendly city but to establish a sustainable tourism ecosystem that fosters community development, environmental stewardship, and economic growth.
As international travel rebounds, destinations like Busan are positioning themselves to capture market share among luxury travelers and family-oriented tourists. The Shilla Monogram’s entry into the Korean market, in a city as vibrant as Busan, aligns with global trends in tourism, where travelers seek authentic yet luxurious experiences that reflect the essence of a location.
Busan’s continued focus on high-quality tourism infrastructure, complemented by strategic investments in iconic hotels, positions it well in the increasingly competitive East Asian tourism market. For global travelers, Busan offers an attractive alternative to well-established destinations in the region, promising a unique blend of modern luxury and traditional Korean charm.
