Busan Targets Repeat Visitors From China, Taiwan and Hong Kong With Food and Culture Campaign

Busan's tourism authorities have launched an autumn 2026 campaign focused on converting first-time visitors from China, Taiwan and Hong Kong into repeat travellers. The three markets combined to supply 45.1% of the city's international arrivals between January and August — led by China with 719,260 visitors and Taiwan with 718,313, separated by fewer than 1,000 arrivals, with Hong Kong seventh at 111,720. In the first half of the year, 2,420,629 international tourists visited Busan, a 43.9% increase on the same period in 2025, while foreign credit card spending grew from KRW 362.1 billion to KRW 591.4 billion over the same comparison. The campaign's centrepiece has been September familiarisation tours: 23 Taiwanese content creators and travel professionals explored Bujeon Market, yacht trips, perfume workshops and glass craft sessions, while a separate group of 50 Chinese industry representatives visited Haedong Yonggungsa, Orangdae and Gamcheon Culture Village, as well as coastal rail and yacht experiences. Busan's next major promotional move will be a dedicated booth at the ITF Taiwan International Travel Fair in Taipei from 6 to 9 November 2026. A visitor survey targeting 3,600 participants — split equally between domestic and international travellers — will run through November. Tourism officials stressed that no new visa exemptions have been introduced and that travellers should verify entry requirements before booking.