BUSAN — Busan has been selected as a "2027 Destination of the Year" in a trend report by global online travel platform Expedia, placing the city alongside world-renowned resort and cultural destinations. The city was recognized not only for rising visitor numbers but also for its capacity for sustainable tourism, including efforts to manage overtourism and build mutually beneficial ties with local communities. Analysts say the recognition shows that Busan's push to upgrade the quality of its tourism industry is producing tangible results on the global stage.
Busan ranked fifth worldwide among "2027 Destinations of the Year" in "Unpack '27," an annual report that Expedia Group compiled from its own flight and lodging search data and a survey of 26,000 people worldwide, the Busan Metropolitan Government said on the 20th. Busan was the only Korean city on the list.
Searches for Busan jumped 50% from a year earlier, placing it behind South Lake Tahoe in the U.S. (195%), Hyogo in Japan (95%), Punta del Este in Uruguay (65%) and Sedona in the U.S. (55%). The report described Busan as a destination drawing global attention with its beaches, lively markets and dynamic urban culture, and highlighted a route linking Haedong Yonggungsa Temple, Haeundae Beach and Jagalchi Market as its key attractions.
Tourism industry officials said the selection shows Busan is being reassessed as a destination for longer stays and hands-on experiences that appeals to international travelers, rather than a one-off stop.
What stands out is that the city was evaluated on the quality of its tourism, not just its popularity. Busan was named one of six cities worldwide to meet Expedia's "Smart Travel Health Check" criteria, which the company based on the sustainable tourism principles of the World Travel & Tourism Council (WTTC).
The criteria assess a set of demanding indicators, including management of visitor density, community participation and reinvestment of tourism revenue in local areas. Busan was listed alongside leading cities such as Hyogo in Japan, Sedona in the U.S., Perugia in Italy, Tweed in Australia and Chichester in Britain, earning recognition as a high-value tourism city that manages overtourism before it becomes a problem.
"Busan's selection as one of the world's top 10 tourism cities not only proves the growing preference among international travelers, but it is also significant in that the city met the demanding WTTC principles and was recognized as a value-driven, sustainable tourism city," Mayor Jeon Jae-soo said. "We will use this as momentum to carry out a full shift to higher-quality tourism in Busan without setbacks."