Agoda and Busan Report Growth in First-Time and Repeat Visitors in First Year of Partnership
Key Highlights
- ➤3.43 million international visitors reached Busan through August 2026
- ➤Busan searches rose 77% during Agoda campaign versus prior 140 days
- ➤40% of campaign bookers were first-time visitors to South Korea
- ➤28% were repeat South Korea visitors discovering Busan for the first time
- ➤Taiwan, Japan, and China ranked as top source markets
Expert Statements
Jay Lee, Senior Director, North Asia at Agoda
“A year into this partnership, we're seeing more travelers discover Busan, a growing share of them visiting for the first time, and strong momentum behind Busan's own Agoda Flagship Store. What excites us is that this shows what happens when a city's tourism strategy and a digital platform's capabilities are pointed in the same direction. Our priorities now turn to keeping visitors in the city longer, growing in-destination spending, and expanding what travelers can discover across Busan's districts. As South Korea sharpens its focus on regional tourism, we're excited to take this model further, in Busan and beyond.”
Jeon Jae-soo, Mayor, Busan City Government
“Busan's vision is to become Asia's No. 1 Marine and Culture City — a destination defined by its coastline, culture, and openness to the world. We are working to balance growth across our eastern and western districts, build high-value tourism industries, and ensure this growth is sustainable and benefits our local communities. As we work toward this vision, we need to move from volume-driven to value-driven growth — welcoming visitors who stay longer and explore more. Our partnership with Agoda has helped bring this vision to more travelers around the world.”
Agoda and Busan Report Growth in First-Time and Repeat Visitors in First Year of Partnership PR Newswire
SINGAPORE, Oct. 26, 2026 /PRNewswire/ -- Digital travel platform Agoda and Busan Metropolitan City are marking the one-year anniversary of their strategic partnership, which has helped attract first-time international visitors to Busan, South Korea's second-largest city. The milestone comes as South Korea sharpens its national focus on regional tourism, with the administration describing tourism as a "core national strategic industry" and setting a target of 30 million foreign visitors annually by 2029([1]). Busan has emerged as an example of this shift, welcoming approximately 3.43 million international visitors through August 2026 and outlining strategic priorities centered on longer stays, higher visitor spending, and building a more sustainable tourism ecosystem.
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