◈ Ranking 5th worldwide in travel search growth based on actual search data, Busan is spotlighted as a destination capturing rapidly growing interest from travelers… Expedia highlighted the city's vibrant coastal energy, traditional markets, and diverse culinary scene.

The City of Busan (Mayor Jeon Jae-soo) announced today (the 20th) that Busan has been selected as one of the 10 global 'Destinations of the Year for 2027' in the global online travel agency (OTA) Expedia’s travel trend report, 'Unpack '27', making it the sole destination in South Korea to make the list.

The 'Destinations of the Year for 2027' list highlights 10 locations experiencing a surge in interest from global travelers, determined based on actual flight and accommodation search data.

Busan secured the 5th spot globally, recording a 50% increase in search volume compared to the same period last year. South Lake Tahoe, USA (195%), Hyogo, Japan (95%), Punta del Este, Uruguay (65%), and Sedona, USA (55%) claimed the 1st through 4th positions.

Note: Selected based on Expedia’s flight and accommodation search volume growth rates. (Search period: September 1, 2024 – July 27, 2025 vs. September 1, 2025 – July 27, 2026)
Expedia cited the vibrant energy of a coastal city, traditional markets, and diverse foods as Busan's primary charms.

The report introduced Busan as "a globally spotlighted destination equipped with beaches, bustling markets, and a dynamic urban culture," recommending Haedong Yonggungsa Temple, Haeundae Beach, and Jagalchi Market as core attractions that can be enjoyed in a single day.

Furthermore, Busan was named among only six destinations worldwide to meet Expedia's 'Smart Travel Health Check' criteria, which encourages sustainable tourism.

This framework evaluates responsible tourism destinations based on the World Travel and Tourism Council (WTTC)'s sustainable tourism principles, such as managing tourist density, community engagement, and reinvesting tourism revenue.

Busan met these criteria alongside Hyogo (Japan), Sedona (USA), Perugia (Italy), Tweed (Australia), and Chichester (UK), earning recognition for its exemplary tourism management capabilities.

Expedia Group’s annual report, 'Unpack '27', was compiled by synthesizing proprietary data, a survey of 26,000 travelers worldwide—including 1,000 Koreans—and social listening analysis.

The report introduced five key trends: 'Trip Snacking', 'Gothic Getaways', 'Destinations of the Year', 'Un-Adulting', and the '2027 Set-Jetting Forecast'.

Mayor Jeon Jae-soo evaluated, "Busan being selected as one of the top 10 global tourism cities clearly proves the heightened preference of international tourists."

He added, "It is even more meaningful that we met the WTTC's rigorous principles concerning overtourism management and the quality of life in local communities, earning recognition as a 'value-driven, sustainable tourism city.' We will do our utmost to use this as a stepping stone to achieve a qualitative transformation in Busan tourism."

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