Ranks Fifth Worldwide for Growth in Travel Searches... "Busan Rush" Sparks Tourism Boom

Made Expedia's List of 10 "Destinations of the Year"

Only South Korean Destination Selected; Also Met Sustainability Criteria

The "Busan rush" among international travelers is generating a wave of excitement.

Busan was the only South Korean destination to make the list of 10 destinations named Expedia, a global online travel agency, as its "Destinations of the Year for 2027" after analyzing flight and accommodation search data. The increase in search volume was 50%, ranking fifth worldwide.

On October 20, Busan Metropolitan City announced that Busan had received this recognition in Expedia Group's travel trends report, "Unpack '27."

Based on actual flight and accommodation search data, Expedia selected 10 destinations that have seen rapidly growing interest from travelers around the world. South Lake Tahoe in the United States recorded the largest increase in search volume at 195%, followed by Hyogo, Japan (95%); Punta del Este, Uruguay (65%); and Sedona, United States (55%). Busan ranked fifth, with a 50% increase.

The ranking was based on a comparison of search volumes from September 1, 2024, to July 27, 2025, with those from September 1, 2025, to July 27, 2026. It indicates rising interest before travel, rather than the actual number of visitors.

Expedia cited Busan's coastal-city vibrancy, traditional markets, food, and dynamic urban culture as attractions. It recommended Haedong Yonggungsa Temple, Haeundae Beach, and Jagalchi Market as major attractions that visitors can explore in a day.

Busan was also among six destinations worldwide that met the criteria in Expedia's "Smart Travel Health Check," which assesses sustainable destinations. The evaluation was based on the World Travel & Tourism Council's (WTTC) sustainable tourism principles, including managing tourist density, engaging local communities, and reinvesting tourism revenue.

Besides Busan, Hyogo in Japan, Sedona in the United States, Perugia in Italy, Tweed in Australia, and Chichester in the United Kingdom met the criteria. The assessment also considered harmony with local communities and responsible tourism management, in addition to attracting visitors.

"Unpack '27" was compiled using Expedia's proprietary data, a survey of 26,000 travelers worldwide, including 1,000 South Koreans, and social media analysis. The report also outlined travel trends for 2027, including "bite-sized trips" for brief getaways, trips inspired by Gothic aesthetics, adults-only escapist vacations, and "screen tourism," in which travelers visit filming locations featured in movies and TV dramas.

"Busan's selection as one of the world's top 10 destinations reflects its growing popularity among international travelers," said Jeon Jae-soo, mayor of Busan. "It is also significant that the city met sustainable tourism principles, including addressing overtourism and protecting the quality of life of local communities."

Building on this recognition, Busan plans not only to increase the number of tourists but also to create a tourism environment that coexists with local communities and drive a qualitative transformation of tourism in the city.

This content was produced with the assistance of AI translation services.