Busan is rapidly emerging as the premier destination of choice for international travelers, capturing the hearts of visitors from Greater China with an unprecedented cultural and tourism phenomenon. According to recent data released by the Busan Tourism Organization (BTO), foreign tourist arrivals in Busan surpassed 2.92 million between January and July. Among them, Taiwanese visitors ranked first, accounting for approximately 605,000 arrivals, solidifying the island nation's status as the leading source market for inbound tourism to the coastal metropolis. 

This remarkable influx is largely driven by a viral trend sweeping across Taiwan known locally as "Busan Fever" (or "Busan Sickness"). Coined organically by travelers on social media, the term describes a unique post-vacation psychological phenomenon. Once visitors experience Busan’s striking combination of dramatic coastal landscapes, vibrant marine ecosystems, bustling traditional markets, and world-class culinary scenes, they are left with an intense, lingering longing to return. Unlike the fast-paced, densely urban environment traditionally associated with Seoul, travelers increasingly view Busan as a refreshing, relaxing coastal getaway that offers a distinct and deeply emotional travel experience. 

The phenomenon has gained significant momentum through mainstream media exposure. On August 25, "Trendsetters," a prominent news and lifestyle program produced by Taiwan’s EBC (Eastern Broadcasting Company), aired an in-depth special report highlighting the "Busan Fever" wave. The broadcast focused on why tourists who visit the city once feel compelled to return, while shedding light on special promotional discount campaigns rolled out by Busan’s tourism authorities. The coverage built upon a comprehensive consumer survey conducted by the BTO in May, which revealed that over 95% of 4,500 surveyed Taiwanese respondents actively consider Busan as a primary destination for their upcoming travels within a year. 

Capitalizing on this booming demand and the expansion of aviation connectivity, the BTO has aggressively stepped up its cooperative marketing efforts. A pivotal catalyst for this growth is Starlux Airlines, a prominent Taiwanese full-service carrier (FSC) that launched historic new direct routes connecting Taiwan to Busan. Following the successful establishment of its initial services, Starlux Airlines announced plans to significantly expand its Taichung-to-Busan route from three weekly flights to a full daily schedule (seven flights per week) starting November 2.

To maximize the economic and tourism benefits of this increased air capacity—particularly targeting central Taiwan's independent and group travelers—the BTO orchestrated a large-scale familiarization (FAM) tour from September 1 to 8. The delegation brought together 23 key figures, including influential social media creators and major travel agency executives from Taichung.

During the week-long itinerary, the influencer contingent leveraged various digital platforms to showcase Busan's trendy, experiential attractions. Content creators immersed themselves in activities tailored to modern travelers, such as private yacht excursions, customized perfume-making workshops, and traditional glass-crafting sessions. They also explored local culinary treasures, visiting the historic Bujeon Market and checking out newly opened hip cafes peppered across western Busan. Meanwhile, the accompanying travel agency representatives conducted professional inspections of major hotel infrastructures across the city. They evaluated iconic landmarks like the Arte Museum, Haeundae Blueline Park’s coastal train, and the Songdo Marine Cable Car, laying the groundwork for customized tour packages geared toward central Taiwanese tourists. 

BTO President Lee Jung-sil and other municipal tourism officials emphasized that the organic spread of "Busan Fever" and its validation by foreign media outlets prove the city's robust destination competitiveness and exceptional repeat-visit potential. Moving beyond standard one-time sightseeing tours, the city's long-term strategy focuses on creating sustainable, trend-aligned content that transforms Busan from a simple vacation spot into a beloved second home for international travelers. Through targeted marketing campaigns and strategic airline partnerships, Busan continues to cement its status as a world-class tourism hub where visitors return not just to travel, but to cure their enduring "Busan sickness".