Busan wins over overseas tourists

Busan welcomed 3.43 million foreign visitors from January through August, putting the city on course to exceed its annual target of 4 million. Visitors are drawn to its beaches, food, older neighborhoods and spontaneous encounters with local residents. The city expects more than 5 million foreign visitors this year, while officials seek to spread tourism beyond the coastal districts. Challenges include crowded buses, steep terrain and unfamiliar navigation services.

China and Taiwan were Busan’s largest foreign visitor markets during the first eight months, with about 719,000 and 718,000 visitors respectively, followed by Japan with about 407,000.

Busan’s foreign visitor total increased 45.9 percent from the same period in 2025.

Yanolja Research found Busan ranked first among eight major Asian cities in Chinese traveler satisfaction, scoring 4.723 out of 5 based on 11,270 Xiaohongshu posts and 18,694 Ctrip reviews.

Natural environment accounted for 38.2 percent of topics in Chinese travelers’ posts about Busan, followed by food at 23.8 percent.

Busan Mayor Chun Jae-soo said the shark nicknamed Bukang-i helped draw tourists to the North Port area and supported restaurants and cafes in the original downtown district.

Published Oct 14, 2026 12:01 pm KST

Beyond its beaches and scenic views, the city charms visitors with warm interactions with local residents

Tourists take photos at Gamcheon Culture Village, Gamcheon-dong, Busan, Oct. 8. Korea Times photo by Baek Byung-yeul

BUSAN — A group of Taiwanese women burst into laughter and applause as a Korean man sitting next to them at a street food stall in Nampo-dong, Busan, poured soju into beer glasses to make poktanju, a Korean cocktail often called a bomb drink.

The women had been watching him prepare the drink while enjoying the lively street lined with food stalls on the night of Oct. 7. When he offered them a round, their surprise quickly turned into excitement.

“This is our second visit,” one of the women said. “The first time, we felt strange, so we did not try food or drink before. Today, we decided to try. The man made us poktanju and it is so nice. We will never forget this.”

The Korean man, who was drinking with his friends, said he had noticed the women looking curiously at their table.

“They kept looking at us, so I made some for them,” he said. “I hope they have a great time in Busan and take home lots of good memories.”

The exchange offered a glimpse of what draws overseas visitors to the southeastern Korean city. Beyond its beaches and scenic views, the port city offers opportunities to experience everyday Korean life, sometimes through unexpected encounters with local residents.

People eat and drink at food stalls in Nampo-dong, Busan, Oct. 7. Korea Times photo by Baek Byung-yeul

Busan welcomed 3.43 million foreign visitors from January through August, up 45.9 percent from the same period in 2025, according to the city government. The figure put the city on course to exceed its annual target of 4 million visitors.

China and Taiwan were the two largest source markets, with about 719,000 and 718,000 visitors, respectively. Japan ranked third with about 407,000.

The growing popularity of the city has also fueled the spread of a new social media buzzword, “Busan fever,” or "Busan-byeong" in Korean. The expression describes the longing travelers feel after leaving Busan, when they find themselves missing its beaches, night views, food, warmth from locals and relaxed atmosphere.

Social media is filled with posts about yearning for the city by travelers from China, Japan and Taiwan. Some joke that the condition is incurable, while others say they already miss the sea at Gwangalli Beach in Suyeong District just days after returning home.

For some visitors, however, Busan's appeal lies not only in its coastal scenery but also in the character of its older neighborhoods.

At Huinnyeoul Culture Village, a narrow hillside neighborhood overlooking the sea, an Italian tourist admired the rows of small houses and alleys stretching along the coast. The scenery was interesting, he said, although the steep stairs made walking around tiring.

At Bosu-dong Book Street, an American woman was drawn to the old books lining the narrow shops.

“I like it here. It is a great photo spot,” she said, adding that most of the books were in Korean, a language she could not read.

Her response illustrated how places do not necessarily need to offer visitors something they can fully understand to leave an impression. The visual character and atmosphere of a neighborhood can be attractions in themselves.

People enjoy their time at Bosu-dong Book Street in Busan, Oct. 9. Korea Times photo by Baek Byung-yeul

Gamcheon Culture Village, another popular stop for international visitors, offers colorful houses built along steep hillsides. Its winding alleys and elevated views provide a contrast to the modern waterfront scenery of Haeundae and Gwangalli.

Together, the neighborhoods show a different side of the Busan that is often defined by the beaches.

A study by Yanolja Research published in May also highlighted the city's appeal to Chinese travelers.

An analysis of 11,270 travel posts on Chinese social media platform Xiaohongshu and 18,694 reviews on travel booking platform Ctrip found that Busan ranked first among eight major Asian cities in overall tourist satisfaction, with a score of 4.723 out of 5.

Natural environment was the most mentioned topic in Chinese travelers’ posts about Busan, accounting for 38.2 percent, followed by food at 23.8 percent. Many visitors talked about the city’s beaches, night views, seafood and local markets, showing that Busan’s appeal comes from its mix of nature, food and activities.

Food is another important element of the Busan experience. From pork and rice soup, a local specialty known as "dwaeji-gukbap," to fish cakes and seafood, Busan gives travelers plenty of opportunities to explore. The city's street stalls and traditional markets also offer a more casual setting in which visitors can interact with residents.

Tourists take photos at Huinnyeoul Culture Village, Yeongseon-dong, in Busan, Oct. 9. Korea Times photo by Baek Byung-yeul

Practical hurdles for foreign travelers

Yet traveling around Busan is not always effortless for foreigners.

A Japanese tourist said using Naver Map made it easier to find restaurants, tourist attractions and public transportation information. Before arriving in Korea, the traveler had searched online and learned that the local mapping app would be useful for getting around.

“In Japan, we use Google Maps a lot, so we had to get used to a new app,” the tourist said. “But it is convenient, and it helps us during our trip to Korea.”

The experience points to a practical consideration for a city seeking to attract more overseas visitors. While digital tools can help travelers navigate unfamiliar places, they may also need to adjust to services that differ from those used at home.

Safety and accessibility also matter. On a bus heading up the steep road to Gamcheon Culture Village, a Polish tourist expressed concern about the vehicle climbing the hill while many passengers were standing.

“It is too dangerous,” the tourist said. “There are so many people standing. I wish the bus would take its time and go up more slowly.”

As the traveler mentioned, Busan's hilly neighborhoods offer unique charm. But that same steep terrain also makes getting around difficult, especially when buses are crowded.

Citizens gather at the North Port Waterfront Park in Dong District, Busan, Oct. 9, to see Bukang-i, a dusky shark swimming in the artificial waterway. Yonhap

Spreading tourism beyond coasts

Busan's tourism boom is pushing the city beyond its famous coastal areas. A shark nicknamed Bukang-i appeared in the North Port waterfront area in September, drawing large crowds to downtown Busan.

Busan Mayor Chun Jae-soo said Tuesday that the city expects over 5 million foreign visitors this year, surpassing its initial target of 4 million. He added that the shark helped bring tourists to the original downtown district, boosting business at local restaurants and cafes.

The success shows Busan can spread tourism spending from Haeundae and Gwangalli to older neighborhoods, though it remains to be seen whether the city can turn this online hype into long-term repeat visits.

今年1月至8月，釜山接待了343万外国游客，有望超过其400万的年度目标。游客们被釜山的海滩、美食、古老的街区以及与当地居民的偶遇所吸引。釜山预计今年外国游客数量将超过500万，同时，相关部门也在努力将旅游业拓展到沿海地区以外的区域。目前面临的挑战包括拥挤的公交车、陡峭的地形以及不熟悉的导航服务。

前八个月，中国大陆和台湾是釜山最大的外国游客市场，分别接待了约 719,000 和 718,000 名游客，其次是日本，接待了约 407,000 名游客。

釜山的外国游客总数比 2025 年同期增长了 45.9%。

Yanolja Research 的调查显示，釜山在八个亚洲主要城市中，中国游客满意度排名第一，根据 11,270 条小红书帖子和 18,694 条携程评论，得分为 4.723 分（满分 5 分）。

在中国游客发布的有关釜山的帖子中，自然环境占主题的 38.2%，其次是美食，占 23.8%。

釜山市长全在洙表示，绰号“北江伊”的鲨鱼帮助吸引了游客前往北港地区，并为原市中心区的餐馆和咖啡馆提供了支持。

发布于2026年10月14日下午12:01（韩国标准时间）

除了迷人的海滩和秀丽的景色，这座城市还以当地居民热情友好的互动吸引着游客。

10月8日，游客在釜山甘川洞甘川文化村拍照留念。（韩国时报 白炳烈 摄）

釜山——在釜山南浦洞的一个街头小吃摊，一名韩国男子坐在台湾妇女旁边，将烧酒倒入啤酒杯中，调制出韩国鸡尾酒“poktanju”（俗称“炸弹酒”），这引得一群台湾妇女哄堂大笑，并鼓掌喝彩。

10 月 7 日晚，几位女士一边欣赏着热闹的街边小吃摊，一边看着他调制饮品。当他请她们喝一轮时，她们的惊讶很快变成了兴奋。

“这是我们第二次来了，”其中一位女士说。“第一次来的时候，我们感觉有点奇怪，所以之前没敢尝试任何食物或饮料。今天，我们决定尝尝。那位男士给我们做了poktanju，味道真是太棒了。我们永远不会忘记这次体验。”

这名韩国男子当时正和朋友一起喝酒，他说他注意到那些女人好奇地看着他们的桌子。

“他们一直看着我们，所以我给他们也做了一些，”他说。“我希望他们在釜山玩得开心，带回许多美好的回忆。”

这次交流活动让海外游客得以一窥这座韩国东南部城市吸引海外游客的魅力所在。除了迷人的海滩和秀丽的景色，这座港口城市还为游客提供了体验韩国日常生活的机会，有时甚至能与当地居民不期而遇。

10月7日，釜山南浦洞，人们在小吃摊前吃喝。韩国时报摄影师白炳烈摄

据釜山市政府统计，今年1月至8月，釜山共接待外国游客343万人次，比2025年同期增长45.9%。这一数字使釜山有望超过其年度400万游客的目标。

中国大陆和台湾是两大客源市场，分别接待游客约71.9万人次和71.8万人次。日本位列第三，接待游客约40.7万人次。

釜山日益增长的人气也催生了一个新的社交媒体热词——“釜山热”（韩语为“Busan-byeong”）。这个词用来形容游客离开釜山后那种对那里的深深眷恋，他们会想念那里的海滩、夜景、美食、当地人的热情好客以及轻松惬意的氛围。

社交媒体上充斥着来自中国大陆、日本和台湾的游客对这座城市的思念之情。有人开玩笑说这种思念之情无法治愈，也有人表示，回家仅仅几天后，他们就已经开始想念水营区广安里海滩的海水了。

然而，对于一些游客来说，釜山的魅力不仅在于其沿海风光，还在于其老城区的独特风貌。

在俯瞰大海的狭长山坡上的熙宁城文化村，一位意大利游客欣赏着沿海岸线绵延的成排小房子和小巷。他说，景色很有趣，只是陡峭的台阶走起来有点累。

在普水洞书街，一位美国女士被狭窄店铺里琳琅满目的旧书所吸引。

“我喜欢这里。这里是个很棒的拍照地点，”她说，并补充说，大部分书籍都是韩语的，而她看不懂韩语。

她的回答表明，一个地方未必需要提供游客能够完全理解的内容才能给人留下深刻印象。街区的视觉特征和氛围本身就可以成为吸引游客的亮点。

10月9日，人们在釜山宝水洞书街享受休闲时光。（韩国时报 白炳烈 摄）

甘川文化村是另一个深受国际游客欢迎的景点，这里依山而建，色彩缤纷的房屋错落有致。蜿蜒的小巷和地势较高的视野与海云台和广安里的现代化海滨风光形成鲜明对比。

这些街区共同展现了釜山不为人知的一面，而釜山的一面通常被海滩所定义。

Yanolja Research 于 5 月发布的一项研究也强调了该市对中国游客的吸引力。

对中国社交媒体平台小红书上的 11,270 条旅游帖子和旅行预订平台携程上的 18,694 条评论进行分析后发现，釜山在亚洲八个主要城市中游客总体满意度排名第一，得分为 4.723 分（满分 5 分）。

在中国游客关于釜山的帖子中，自然环境被提及最多的话题是自然环境，占比38.2%，其次是美食，占比23.8%。许多游客谈到了釜山的沙滩、夜景、海鲜和当地市场，这表明釜山的魅力在于其自然风光、美食和各种活动的完美融合。

美食是釜山体验的另一重要组成部分。从当地特色菜“猪肉汤饭”（dwaeji-gukbap）到鱼饼和海鲜，釜山为游客提供了丰富的探索机会。街头小摊和传统市场也营造了一种更轻松的氛围，让游客有机会与当地居民互动交流。

10月9日，游客在釜山旌善洞的慧乃文化村拍照留念。（韩国时报，白炳烈摄）

外国旅行者面临的实际障碍

然而，对于外国人来说，在釜山旅行并非总是轻松愉快的。

一位日本游客表示，使用Naver地图让他更容易找到餐厅、旅游景点和公共交通信息。这位游客在抵达韩国之前就已上网搜索，了解到这款本地地图应用对出行非常实用。

“在日本，我们经常使用谷歌地图，所以我们不得不适应一个新的应用程序，”这位游客说。“但它很方便，对我们的韩国之旅很有帮助。”

这一经历揭示了城市在吸引更多海外游客方面需要考虑的一个实际问题。虽然数字工具可以帮助旅行者在陌生的地方出行，但他们也可能需要适应与国内不同的服务。

安全性和便利性也很重要。在前往甘川文化村的巴士上，一位波兰游客对车辆爬坡时许多乘客站着的情况表示担忧。

“太危险了，”游客说。“到处都是站着的人。我希望巴士能慢点开，慢慢上去。”

正如那位旅行者所说，釜山的丘陵地带别具风情。但正是这种陡峭的地形也使得出行颇为不便，尤其是在公交车拥挤的时候。

10月9日，釜山东区北港滨水公园，市民聚集在此观看在人工水道中游弋的暗色鲨鱼“北江伊”。（韩联社）

将旅游业拓展到沿海地区以外

釜山旅游业的蓬勃发展正将这座城市的魅力拓展到其著名的沿海地区之外。9月份，一条被昵称为“北江伊”的鲨鱼出现在北港海滨地区，吸引了大量游客涌入釜山市中心。

釜山市长全在洙周二表示，预计今年釜山将迎来超过500万外国游客，超过最初设定的400万目标。他还补充说，鲨鱼的出现吸引了游客来到原有的市中心区域，带动了当地餐馆和咖啡馆的生意。

这一成功表明釜山可以将旅游消费从海云台和广安里扩展到老城区，但这座城市能否将这种网络热潮转化为长期的重复访问，还有待观察。