Busan, South Korea – As Busan prepares for the launch of new high-speed rail links that will connect it directly to Gangwon and Gyeongbuk provinces, the city is unveiling an expansive tourism strategy to attract visitors and boost its appeal as a must-see destination in Korea. With the year-end opening of the Bujeon-Gangneung ITX and Bujeon-Cheongnyangni KTX routes, Busan City plans to draw on these new transport links to enhance access to its attractions, focusing on unique cultural experiences, Michelin-rated gourmet dining, and premium nighttime entertainment.
The upcoming high-speed train connections are part of a broader national effort to revitalize Korea’s regional transport network and make distant cities more accessible to travelers. The ITX (Intercity Train eXpress) network, introduced in 2012, represents Korea’s commitment to strengthening domestic travel infrastructure and alleviating congestion on highways and conventional train routes. Initially launched to connect Seoul and Chuncheon, the ITX system has expanded with newer routes to serve additional regions, giving more Korean travelers quick access to key destinations like Busan, a city historically associated with its vibrant port and cultural significance. This new Bujeon-Gangneung ITX line is the latest step in Korea’s regional connectivity plan, allowing passengers to reach Busan in under four hours, making day and weekend trips more convenient for residents of Gangwon and Gyeongbuk.
Busan City is responding to these new connections with a strategic tourism expansion plan designed to enhance the visitor experience. The city is emphasizing three signature tourism themes that highlight Busan’s distinctive cultural and entertainment offerings. Firstly, City Tourism is set to take advantage of Busan’s famous urban attractions such as Marine City, Gamcheon Culture Village, and Centum City. These iconic locations, known for their blend of modern cityscape and traditional Korean charm, will be promoted through curated city tours that make them accessible to all visitors. The city plans to enhance signage, improve public transport connections, and provide multilingual guides to ensure that these popular sites are easy to navigate.
Gourmet Tourism is another core focus for Busan, which is home to some of Korea’s most celebrated dining establishments. With the city’s recent inclusion in the Michelin Guide—highlighting 43 restaurants, including three Michelin-starred venues—Busan is capitalizing on its culinary acclaim to attract food enthusiasts. The city’s tourism department has announced plans for Michelin-themed events, which will bring more attention to the diverse flavors of Busan’s food scene, from traditional Korean dishes to contemporary cuisine. Officials see this as an opportunity to appeal to both domestic and international tourists who are eager to experience Korea’s evolving culinary landscape.
As day gives way to night, Busan’s attractions don’t stop. The city is making a concerted effort to enhance Night Tourism with a selection of premium nighttime activities that cater to visitors seeking unique evening entertainment. Highlights include the Gwangalli M Drone Light Show, an illuminated spectacle over the waters of Gwangalli Beach, and The Bay 101 on Dongbaek Island, a luxurious marina spot that offers stunning nighttime views. These high-end night tourism offerings aim to provide tourists with a memorable experience that extends beyond the daytime, encouraging longer stays and a deeper connection to the city.
Beyond enhancing its signature tourism themes, Busan City is focusing on making the visitor experience smoother and more accessible. To prepare for increased tourist flow, the city is improving infrastructure around Bujeon Station, one of the central transit hubs for the new high-speed rail routes. Multilingual signage, informational kiosks, and updated maps are being introduced to accommodate both local and international travelers. These enhancements are expected to not only support first-time visitors but also encourage repeat visits by making Busan an easy-to-navigate destination.
Busan is also actively promoting Special Tourism Discounts in collaboration with Korail and local travel agencies. These promotions include ticket discounts on ITX trains, bundled packages that combine transportation and attractions, and special deals in conjunction with events such as the 2025 National Sports Festival. Busan’s focus on affordable and accessible travel options aims to maximize the appeal of visiting by making the journey itself more convenient and budget-friendly.
To attract more international visitors, Busan is expanding Tourism Product Development efforts with new group packages, including “Seat-in-Coach” tours that offer guided bus routes to destinations within and beyond Busan. These tours make it easier for visitors to explore not only the city but also surrounding attractions along the East Sea coast, such as the cultural heritage sites of Gyeongju and Andong. The city is also launching foreign-language packages for overseas travelers, connecting Busan’s tourism experiences with winter destinations like Gangwon’s ski resorts, aiming to appeal to groups from regions such as Taiwan and Hong Kong.
As part of its strategy to reach a broader audience, Busan is also strengthening its online marketing presence. The city plans to launch an interactive Busan-themed pop-up store in Seoul, promoting both the ITX connection and local attractions through engaging displays and visitor experiences. Online and social media platforms, including the Visit Busan website, will be used to share tailored content that highlights Busan’s unique appeal and informs visitors of ongoing events, new routes, and seasonal promotions.
Busan’s tourism strategy also involves regional cooperation through the East Coast Tourism Promotion Council, an organization formed in 2004 to foster tourism collaboration among Busan, Ulsan, Gyeongbuk, and Gangwon. By pooling resources and promotional efforts, these cities aim to establish Korea’s East Coast as a cohesive travel destination, connecting urban exploration with scenic coastal experiences. With the new high-speed rail links, Busan and its partners in the council see an opportunity to further integrate the region’s diverse attractions, from Busan’s cityscape and beaches to Gangwon’s mountain resorts.
The city’s tourism initiatives represent a significant investment in establishing Busan as a top-tier destination within Korea and Asia. By aligning enhanced infrastructure with innovative tourism content, Busan City is poised to make the most of its expanded accessibility, aiming to welcome more travelers, lengthen their stays, and offer a memorable experience that will keep visitors returning.
As the launch of the Bujeon-Gangneung ITX and Bujeon-Cheongnyangni KTX lines approaches, Busan is not only preparing to meet the needs of incoming tourists but also strengthening its role as a gateway to Korea’s East Coast. Through these combined efforts, Busan City is reinforcing its commitment to becoming an attractive and accessible destination for all.
