"If Seoul is New York, Busan is Los Angeles."
That is how CNN described South Korea's second-largest city in a recent feature, arguing that Busan — long treated by foreign visitors as a side trip from Seoul — now stands on its own as a destination worth the journey. The U.S. broadcaster spotlighted the city's changing profile and its potential to grow into a global maritime tourism hub.
CNN Praises Busan's Distinct Appeal
CNN introduced Busan's tourism competitiveness on the 23rd in an article headlined on how one of the world's largest ports has emerged as Asia's next great coastal city, according to the tourism industry on the 25th.
The network said Busan cannot be viewed simply as a smaller version of Seoul. While Seoul represents speed and a glittering urban culture, Busan draws travelers with its beaches, slower pace of daily life and vibrant local culture, CNN said.
The article compared Busan to Los Angeles, citing its young, distinctive atmosphere and relaxed lifestyle. It also highlighted the city's beaches and surfing scene, seafood markets and hot springs.
Rebecca Barry, Korea product manager at global tour operator Inside Travel Group, told CNN that Busan offers an entirely different experience from Seoul, pointing to the ease of a coastal city and the energy of its residents.
CNN also noted that Busan's cityscape is changing. The redevelopment of the North Port area has created a pedestrian path linking Busan Station to the waterfront, and the Busan Opera House, designed by Norwegian architecture firm Snohetta, is scheduled to open at the end of 2027.
Emily Yan, Snohetta's Asia director, said Busan is shifting from a port city to a design-driven city and predicted the opera house will serve as a catalyst for regional development.
CNN also cited Busan Lotte Tower, under construction on the site of the former city hall, and Jagalchi Market, which is upgrading its visitor facilities, as examples of the transformation.
3.43 Million Foreign Visitors, With French Arrivals Up 111%
Tourism data reflect the growing interest from overseas travelers. About 3.43 million foreign tourists visited Busan from January through August this year, up 45.9% from a year earlier, according to the Busan Metropolitan Government. That is more than double the nationwide growth rate for foreign visitors of 21.6%.
Last year's annual total of about 3.64 million foreign tourists was a record high, and this year the city came close to matching that figure in just eight months. Busan is targeting 4 million foreign visitors a year.
Growth was particularly strong in long-haul markets such as the United States and Europe. Over the same period, U.S. visitors rose 76.1% to 289,382, French visitors jumped 111.3% to 38,941, and Australian visitors increased 43.5% to 48,455.
Global travel platforms have also taken note. Expedia Group ranked Busan fifth worldwide in its recently released list of top destinations for 2027, the only Korean city in the top 10. The ranking reflected a 50% year-on-year increase in searches for flights and accommodations in Busan.
Airbnb likewise named Busan a destination to watch this year. Searches for Busan listings on the platform rose 30% over the past year, according to CNN.
In an Airbnb survey, 79% of overseas visitors and prospective travelers said they wanted to travel outside Seoul, and Busan was the destination mentioned most often.
Laila Suh, head of Airbnb's Korean operations, told CNN that overseas travelers are moving to experience various parts of Korea beyond Seoul.
'New Discoveries Every Year,' But Airport Capacity Lags
CNN also credited improved transportation for Busan's tourism appeal, noting that the city is less than three hours from Seoul by KTX and that Gimhae International Airport connects it to major Asian cities including Hong Kong and Singapore.
International passengers at Gimhae airport topped 10 million for the first time last year. From January through September this year, the figure reached 9.24 million, up 22.7% from the same period a year earlier.
Airport facilities, however, have not kept pace with the surge in demand. The international terminal at Gimhae has an appropriate annual capacity of 8.3 million passengers, a level already exceeded within nine months this year.
The city government is shifting its tourism policy toward raising length of stay, spending per visitor and repeat-visit rates, rather than focusing solely on visitor numbers.
CNN also highlighted the arrival of global hotel brands. Following the opening of Hyatt Centric last year, properties including Banyan Tree and Hilton-affiliated hotels are set to follow.
Barry said Busan once offered limited accommodation options but that new hotels and attractions are now increasing rapidly. Even returning to Busan every year, she said, visitors will find something new — a comment underscoring the pace of the city's transformation.