Busan crossed the three-million international arrivals milestone in October 2025, finally reaching its 2012 target after Covid-19 disrupted plans.

Amongst these numbers, Busan port, the seventh largest in the world, welcomed 400,000 cruisers, alongside a record 238 cruise calls for the year to date.

And if Busan’s tourism bet continues to pay off, the port city is targeting 3.5 million arrivals next year.

Infrastructure is already being updated to welcome more footfall, such as the 20 trillion won (US$13 trillion) North Port redevelopment project.

Related: South Korea puts steam behind world port dreams

Phase one is in its final stages, and will house the Busan Port International Passenger Terminal, Busan Port Complex Hydrophilic Park, North Port Marina and an opera house once completed.

The Gadeokdo New Airport is also currently under construction, and is expected to receive 23.26 million international flight arrivals when it opens in 2030.

Busan Tourism Organisation President Lee Jeong-Sil is hopeful that this “super-regional tourism hub” collaboration will ignite Busan’s growth.

Boosting Busan’s regional tourism dreams

Further fueling this next phase of tourism push is a four-pillar strategy led by Busan Tourism Organisation (BTO).

Speaking at the 5th Busan International Travel Mart (BITM), BTO President Lee Jeong-Sil said the plan spans fresh year-round content, deeper use of digital tools, and “regional co-prosperity” – linking Busan with neighbours to unite the southern and eastern coastal area, stretching towards capital, Seoul.

Discussions are already underway with adjacent local governments, and travel advisors will play a central role in this “super-regional tourism hub” dream.

The BITM is one such platform to deepen agent knowledge. Attending this year from 23-26 November were approximately 170 representatives of travel advisors from China, Hong Kong, Indonesia, Japan, Philippines, Malaysia, Singapore, Taipei, Thailand and Vietnam, who expressed overall positive sentiments. Most advisors also shared intent to expand Busan itineraries, especially since the port city now has increased direct routes to most of Southeast Asia.

The event also served as a platform for agents to secure local operator partnerships, “instead of going through our Seoul contacts,” said Rowena V. Coloma, president and general manager at Travel Specialist Ventures Group in the Philippines.

Additionally, Busan is stepping up its Muslim facilities, including a city first: the Busan Al-Fatah Masjid mosque.

“[BTO] is taking action on feedback to improve their Muslim facilities, such as praying rooms and halal restaurants. [This helps us to] design series tours, and possibly combine Seoul and Busan,” said Azrin Bin Abdul Hamid, head of sales, marketing and business development at Malaysia-based agency, Kopetro.