Searches for flights and accommodation to the South Korean city have risen by 50 per cent year-on-year on Expedia, placing it amongst the fastest-growing destinations for the coming year.
Busan is set to become one of the leading destinations of 2027. The South Korean coastal city ranks fifth globally on Expedia’s ‘Destinations of the Year 2027’ list, featured in its report ‘Unpack ’27: The Trends in Travel’, published yesterday, 14 October 2026. The ranking identifies the destinations where traveller interest is growing the most, based on flight and accommodation search data. In the case of Busan, the increase stands at 50 per cent year-on-year, placing it amongst the fastest-growing destinations for the coming year.
This recognition also reinforces an increasingly visible trend amongst those travelling to South Korea: exploring the country beyond Seoul. In contrast to the pace of life in the capital, Busan offers a different experience, characterised by its connection to the sea and a blend of beaches, cuisine, markets, culture and city life. Places such as Haeundae and Gwangalli, the Jagalchi fish market and Gamcheon Culture Village allow visitors to combine the atmosphere of a major Asian city with a more coastal and relaxed side of the country. Its location also makes it a natural stop on itineraries that take in different regions of Korea.
Expedia has also included Busan in its Smart Travel Health Check, a distinction that recognises destinations capable of offering valuable cultural and natural experiences whilst practising more responsible tourism management.
This commitment is reflected in some of the experiences the city is promoting beyond its best-known areas, particularly those centred on wellbeing and nature. In areas such as Geumjeongsan and Beomeosa Temple, visitors can enjoy hiking, meditation, tea ceremonies or temple meals, whilst in Gijang there are ‘forest healing’ programmes linked to connecting with the natural environment.
With this recognition, Busan reinforces its position as one of South Korea’s must-visit destinations in 2027 and as an alternative for travellers seeking to extend their trip beyond the major landmarks.
*Expedia’s ‘Destinations of the Year 2027’ ranking is based on the increase in searches for flights and accommodation carried out between 1 September 2025 and 27 July 2026, compared with the same period the previous year.
About the KOREA TOURISM ORGANISATION
The Korea Tourism Organisation is the official body responsible for promoting South Korea as a tourist destination internationally. Reporting to the Ministry of Culture, Sports and Tourism, it leads the development and global promotion of the country’s tourism sector, driving international marketing initiatives linked to Korean culture, developing digitalisation and innovation initiatives to enhance the traveller experience, and working to create and promote tourism content in various target markets. It also collaborates closely with various stakeholders in the sector to strengthen a competitive and sustainable tourism ecosystem.
Further information: https://english.visitkorea.or.kr/svc/main/index.do
Source: KLEBER GROUP