Busan’s tourism industry saw a record-breaking surge in 2024, with 2.93 million foreign visitors—a 60% increase from 2023. Taiwan, Japan, and China led the rankings as Busan solidified its status as a global travel hub.
BUSAN, South Korea – In a remarkable recovery from the downturn of the pandemic years, Busan has once again positioned itself as a global tourism powerhouse, recording an impressive 2.93 million international visitors in 2024. The achievement marks the highest number of foreign arrivals in the past decade, surpassing even pre-pandemic levels and signaling Busan’s rapid transformation into South Korea’s leading coastal travel destination.
The surge in international arrivals represents a 60% increase from 2023, a dramatic leap that underscores the city’s growing appeal to travelers from diverse regions across Asia, North America, and Europe. Busan’s success in surpassing its 2019 visitor numbers (2.68 million) reflects not just a return to normalcy but a new era of expansion, fueled by strategic marketing, enhanced tourism infrastructure, and global recognition.
With its vibrant cultural scene, world-class beaches, and innovative tourism experiences, Busan is proving to be more than just an alternative to Seoul. As the city sets its sights on attracting over 3 million visitors in 2025, it is clear that Busan’s efforts to establish itself as a premier international travel hub are paying off.
Top 10 Foreign Visitors To Busan 2024
| Rank | Country | Total Visitors | Airport Arrivals | Seaport Arrivals | Other Arrivals | Percentage (%) |
|---|---|---|---|---|---|---|
| 1 | Taiwan | 500,456 | 361,863 | 8,794 | 129,799 | 17.1 |
| 2 | Japan | 455,572 | 295,651 | 80,580 | 79,341 | 15.6 |
| 3 | China | 418,523 | 100,974 | 22,874 | 294,675 | 14.3 |
| 4 | United States | 215,049 | 40,980 | 40,989 | 133,080 | 7.3 |
| 5 | Philippines | 137,996 | 25,820 | 67,236 | 44,940 | 4.7 |
| 6 | Hong Kong | 128,053 | 36,084 | 2,239 | 89,730 | 4.4 |
| 7 | Vietnam | 119,613 | 99,966 | 549 | 19,098 | 4.1 |
| 8 | Thailand | 85,509 | 48,158 | 1,565 | 35,786 | 2.9 |
| 9 | Indonesia | 84,290 | 16,647 | 26,189 | 41,454 | 2.9 |
| 10 | Singapore | 73,321 | 21,128 | 1,342 | 50,851 | 2.5 |
As Busan experiences an unprecedented tourism boom, an important shift is emerging in where visitors are coming from. While neighboring Taiwan, Japan, and China continue to be the top three sources of international arrivals, a significant rise in visitors from Southeast Asia and North America is reshaping Busan’s tourism demographics.
Taiwan led the pack with 500,000 visitors, followed closely by Japan at 455,000 and China at 418,000. The United States also made a strong showing with 215,000 visitors, reflecting Busan’s growing popularity among Western travelers. Meanwhile, the Philippines, Vietnam, Thailand, Indonesia, and Singapore all recorded double-digit growth, highlighting the city’s expanding footprint in the broader Asian travel market.
The diversification of tourist arrivals suggests that Busan’s appeal is no longer confined to East Asia, a shift that strengthens its position as a global destination. Unlike in previous years, where the majority of foreign visitors were from neighboring countries, Busan is now attracting a wider, more varied audience, reinforcing its potential as an international tourism hub.
The record-breaking numbers are not a coincidence. Busan’s rise as a top-tier travel destination can be attributed to a combination of global recognition, expanded tourism experiences, and aggressive marketing strategies.
First and foremost, Busan’s international brand value has skyrocketed. The city was featured in The New York Times as one of the “Five Most Beautiful Beach Cities”, a distinction that placed it on the radar of millions of global travelers. Additionally, Trip.com, one of the world’s largest travel platforms, named Busan in its “Global Top 100 Destinations”, and TripAdvisor highlighted the city as a “Best Beach Destination of 2024.”
Beyond its rising reputation, Busan has also invested in expanding its tourism offerings, ensuring that visitors have diverse and memorable experiences. The introduction of globally renowned entertainment attractions, such as Cirque du Soleil and the Arte Museum, has brought world-class cultural performances to the city. Meanwhile, the launch of Busan’s first-ever Michelin Guide has solidified its culinary tourism appeal, drawing food enthusiasts eager to explore the city’s thriving gastronomic scene.
At the same time, Busan has been proactively diversifying its tourism products, catering to new trends such as workcation-friendly accommodations, enhanced night tourism, and an expansion of cruise routes. These initiatives are designed to extend visitor stays and encourage repeat travel, making Busan an attractive destination not just for short-term visits but also for longer, experience-driven stays.
Marketing has also played a crucial role. The city has strategically targeted key international markets, launching campaigns in Thailand, Vietnam, the Philippines, and the United States, showcasing Busan’s unique offerings to audiences worldwide. Digital transformation has been a key component of these efforts, with the enhancement of Visit Busan, the city’s main tourism platform, and the introduction of the Visit Busan Pass, an all-in-one travel pass exclusively designed for foreign tourists.
Furthermore, Busan’s partnership with the UN World Tourism Organization (UN Tourism) has elevated its international standing, positioning the city as a leader in sustainable and innovative tourism development.
The surge in foreign visitors is not just a win for tourism but a significant boost to the local economy. Spending by international tourists has risen by over 50%, with key sectors—including hotels, restaurants, shopping districts, and entertainment venues—reporting record revenues.
Local businesses, particularly in Busan’s famed shopping hubs and coastal resorts, have experienced unprecedented growth, driven by an influx of tourists seeking authentic cultural experiences and high-quality services. The demand for multilingual tour guides, hospitality staff, and curated travel experiences has also expanded, leading to job creation across multiple industries.
In addition to direct financial benefits, the growing visibility of Busan as an international destination has attracted further investments in tourism infrastructure, from hotel expansions to new cultural attractions, ensuring sustainable growth in the years to come.
As the city continues to redefine itself on the international stage, its ability to sustain its momentum will be key. With a clear strategy, innovative tourism initiatives, and growing global appeal, Busan is no longer just a stopover—it’s a destination in its own right.
