\n\nChinese tourists name Busan the top Asian city<\/span><\/p>\nBusan welcomed 1,023,946 foreign visitors in Q1<\/span><\/p>\nParticipatory tourism mixes Haeundae, the Blue Line Park and food<\/span><\/p>\n\u200b<\/span><\/p>\n<\/p><\/div>\n<\/h2>\n\n\n\n\nSo where are Chinese travelers\u2014the largest group of foreign visitors to Korea\u2014going these days? A new satisfaction survey of major Asian cities, based on Chinese tourists’ posts and reviews, puts Busan ahead of Tokyo and Singapore.<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\n\n\n ![\"class=se-image-resource\"](\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/05\/CP-2022-0137\/image-68c8013a-2439-4a09-9b3d-b53edcdd811c.jpeg\")
<\/span>\n <\/div>\n\nHaedong Yonggungsa Temple in Busan \/ Photo: Unsplash<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\n\n\n\u200b<\/span><\/p>\nYanolja Research, a travel and tourism think tank, released a report titled Seoul and Busan as Experienced by Chinese Tourists: Comparative Evaluation of Experience Structures in Major Asian Cities. The study looked at how Chinese visitors actually experience Seoul and Busan\u2014the two pillars of Korean tourism.<\/span><\/p>\n <\/span><\/p>\nThe researchers analyzed 11,270 Chinese-language posts on Xiaohongshu and 18,694 reviews on Ctrip. They compared expected experiences with actual satisfaction across eight major Asian cities: Seoul, Busan, Tokyo, Osaka, Bangkok, Singapore, Hanoi and Kuala Lumpur.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\nSeoul: “What do I buy?” vs. Busan: “How do I enjoy it?”<\/span><\/p>\n<\/p><\/div>\n<\/h2>\n\n\n\n\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\n\n\n ![\"class=se-image-resource\"](\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/05\/CP-2022-0137\/image-5744bec7-81a1-4f78-8dc4-0e59602aba47.png\")
<\/span>\n <\/div>\n\nShare of mentions for seven core elements in Seoul and Busan (unit: %) \/ Photo: Yanolja Research<\/b><\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\n\n\nThe analysis found that mentions of shopping made up 38.2% of Seoul-related posts\u2014the largest share. Unlike Tokyo, where visitors wander commercial neighborhoods like Shinjuku, Shibuya and Ginza, Seoul\u2019s shopping scene is more goal-oriented: duty-free counters, cashback deals, bargain hunting and buying specific items.<\/span><\/p>\n <\/span><\/p>\nK-content consumption also skews toward fandom-driven visits\u2014fans going to specific agencies or concerts tied to names like SM, HYBE and YG. The report suggests turning those one-off visits into permanent, hands-on experiences that keep visitors on-site longer.<\/span><\/p>\n <\/span><\/p>\nAhn Yejin, a senior researcher at Yanolja Research, says Chinese tourists are shifting toward experience-led consumption. She warns that Seoul\u2019s price- and product-driven shopping could be replaced by direct overseas purchases and digital platforms unless it offers more on-site experiences.<\/span><\/p>\n <\/span><\/p>\nShe also recommends that K-beauty move beyond simple product sales into experiential wellness\u2014skin diagnostics, personal color consultations and makeup classes. And fandom-driven K-content should evolve so fans can see, feel and linger in ways that deepen their connection.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\n\n\n ![\"class=se-image-resource\"](\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/05\/CP-2022-0137\/image-810ae154-17d2-43a9-b8af-b0635a09b863.jpeg\")
<\/span>\n <\/div>\n\nBusan Blue Line beach train \/ Photo: Unsplash<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\n\n\nBy contrast, mentions of nature dominated Busan posts at 38.2%. Food (23.8%) and shopping (16.4%) were the next most-talked-about elements.<\/span><\/p>\n <\/span><\/p>\nTourists frequently mentioned coastal spots such as Haeundae, Gwangalli, Cheongsapo and Songdo along with the Blue Line beach train, night views, seafood and market eats. That points to participatory tourism\u2014riding, walking, eating and snapping photos, not just gazing at the sea.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\nMore visitors, higher satisfaction<\/span><\/p>\n<\/p><\/div>\n<\/h2>\n\n\n\n\n <\/span><\/p>\nAs experience-led travel grows, the number of foreign visitors to Busan is rising fast.<\/span><\/p>\n <\/span><\/p>\nIn the first quarter, Busan welcomed 1,023,946 foreign visitors\u2014the fastest the city has ever crossed the 1 million mark on record.<\/span><\/p>\n <\/span><\/p>\nAccording to global travel platform Klook, after KORAIL launched a real-time rail ticket booking service for foreigners, Busan became the top destination by share of bookings. Gyeongju and Daegu followed, signaling growing interest in regional travel.<\/span><\/p>\n <\/span><\/p>\nTraffic for Busan-area tour products rose 28% year-on-year. Gyeongju jumped 112%, and Daegu saw a 23% increase.<\/span><\/p>\n <\/span><\/p>\nBookings for Busan day tours (Sky Capsule, Gamcheon Culture Village, Haeundae Blue Line Park, etc.) rose 53%. The Haeundae Hill Spa jjimjilbang product grew 70%. Gyeongju World passes climbed 73%, and Daegu E-World tickets rose 33%.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\n\n ![\"class=se-image-resource\"](\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/05\/CP-2022-0137\/image-961fb1d3-3ae9-41c4-9b3d-d86aed398fa3.png\")
<\/span>\n <\/div>\n\nSatisfaction ratings for eight major Asian cities \/ Photo: Yanolja Research<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n\n\n\n\nSatisfaction rose along with the increase in visitors.<\/span><\/p>\n <\/span><\/p>\nBased on Chinese tourist reviews, Busan topped the overall satisfaction ranking with a score of 4.723 out of 5. Singapore (4.710), Tokyo (4.706) and Osaka (4.701) followed. Seoul ranked fifth with 4.676.<\/span><\/p>\n <\/span><\/p>\nBusan also led the entertainment category, scoring 4.743 out of 5.<\/span><\/p>\n <\/span><\/p>\n\u201cBusan\u2019s strength isn\u2019t just having the sea,\u201d said Choi Gyuwan, a professor at Kyung Hee University\u2019s College of Hotel and Tourism. \u201cThe key is how marine assets are woven together with transport, night views, food, leisure and photo moments to create a complete, memorable experience.\u201d<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n\n\n\n\n ![\"class=se-image-resource\"](\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/05\/CP-2022-0137\/image-bd351041-d4e2-442b-a77c-25ad9086379c.jpeg\")
<\/span>\n <\/div>\n\nWelcome center photo zone inside Gimhae Airport international arrivals \/ Photo: Busan City<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n\n\n\n\nAhead of the BTS World Tour Arirang IN Busan this June, the city plans to beef up tourism content.<\/span><\/p>\n <\/span><\/p>\nUnder a four-step strategy\u2014Hospitality, Experience, Gastronomy and Imprint\u2014Busan will expand stay-focused offerings citywide. Plans include a Gimhae Airport welcome photo zone, a drone light show at Gwangalli Beach and \u201cThe Red Moment Busan\u201d at Songsanghyeon Square, all designed to keep visitors around longer.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n\n\nSeoul\u2019s challenge: deepen experiences; Busan\u2019s challenge: become a regional hub<\/span><\/p>\n<\/p><\/div>\n<\/h2>\n\n\n\n\nThe report also flags issues both cities must tackle for sustainable growth.<\/span><\/p>\n <\/span><\/p>\nSeoul still benefits from strong pull factors\u2014K-shopping, K-beauty and K-content\u2014but satisfaction with historical and cultural tourism lags. Seoul scored 4.588 on historical-cultural site satisfaction, the lowest among the eight cities studied.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n\n\n\n\n ![\"class=se-image-resource\"](\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/05\/CP-2022-0137\/image-5bda891a-a96d-4b3e-b849-4c74015b759a.jpeg\")
<\/span>\n <\/div>\n\nGyeongbokgung Palace, Seoul \/ Photo: Unsplash<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n\n\n\n\nDespite assets like Gyeongbokgung, Deoksugung, the Han River, Namsan and hanok villages, Seoul hasn\u2019t fully translated these into longer-stay, experience-driven offerings.<\/span><\/p>\n <\/span><\/p>\nBy contrast, Busan scored high overall but scored lower on historical and cultural offerings. The report recommends that Busan pursue a regional hub strategy linking nearby destinations such as Gyeongju, Geoje and Tongyeong.<\/span><\/p>\n <\/span><\/p>\nThe report urges treating Seoul and Busan as complementary rather than competitive. Seoul acts as a magnetic city\u2014drawing visitors with K-content and shopping\u2014while Busan creates embodied memories of Korea through sea, food and leisure as a city of lived experiences.<\/span><\/p>\n <\/span><\/p>\nJang Su-cheong, director of Yanolja Research, said, \u201cThe paradigm of tourism competition is rapidly shifting from what you own to how you design and deliver experiences. If we connect K-culture with marine and leisure experiences along the Seoul\u2013Busan KTX corridor, Korea can position itself as Asia\u2019s leading multi-experience tourism destination.\u201d<\/span><\/p>\n <\/span><\/p>\n\u200b<\/span><\/p>\nSeoyeon Moon, Travel+ reporter<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"Busan ranks first in tourist satisfaction among major Asian cities, surpassing Tokyo and Singapore, attracting 1.02 million foreign visitors in Q1.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_thumbnail_url":"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/thumbnail\/2026\/05\/CP-2022-0137\/thumb-c3b68b18-dcd3-4cbf-ab63-fffa9629220b.jpg","footnotes":""},"categories":[278096],"tags":[],"class_list":["post-262340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tour"],"yoast_head":"\n
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Chinese tourists name Busan the top Asian city<\/span><\/p>\n Busan welcomed 1,023,946 foreign visitors in Q1<\/span><\/p>\n Participatory tourism mixes Haeundae, the Blue Line Park and food<\/span><\/p>\n \u200b<\/span><\/p>\n<\/p><\/div>\n<\/h2>\n So where are Chinese travelers\u2014the largest group of foreign visitors to Korea\u2014going these days? A new satisfaction survey of major Asian cities, based on Chinese tourists’ posts and reviews, puts Busan ahead of Tokyo and Singapore.<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Haedong Yonggungsa Temple in Busan \/ Photo: Unsplash<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n \u200b<\/span><\/p>\n Yanolja Research, a travel and tourism think tank, released a report titled Seoul and Busan as Experienced by Chinese Tourists: Comparative Evaluation of Experience Structures in Major Asian Cities. The study looked at how Chinese visitors actually experience Seoul and Busan\u2014the two pillars of Korean tourism.<\/span><\/p>\n <\/span><\/p>\n The researchers analyzed 11,270 Chinese-language posts on Xiaohongshu and 18,694 reviews on Ctrip. They compared expected experiences with actual satisfaction across eight major Asian cities: Seoul, Busan, Tokyo, Osaka, Bangkok, Singapore, Hanoi and Kuala Lumpur.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Seoul: “What do I buy?” vs. Busan: “How do I enjoy it?”<\/span><\/p>\n<\/p><\/div>\n<\/h2>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Share of mentions for seven core elements in Seoul and Busan (unit: %) \/ Photo: Yanolja Research<\/b><\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n The analysis found that mentions of shopping made up 38.2% of Seoul-related posts\u2014the largest share. Unlike Tokyo, where visitors wander commercial neighborhoods like Shinjuku, Shibuya and Ginza, Seoul\u2019s shopping scene is more goal-oriented: duty-free counters, cashback deals, bargain hunting and buying specific items.<\/span><\/p>\n <\/span><\/p>\n K-content consumption also skews toward fandom-driven visits\u2014fans going to specific agencies or concerts tied to names like SM, HYBE and YG. The report suggests turning those one-off visits into permanent, hands-on experiences that keep visitors on-site longer.<\/span><\/p>\n <\/span><\/p>\n Ahn Yejin, a senior researcher at Yanolja Research, says Chinese tourists are shifting toward experience-led consumption. She warns that Seoul\u2019s price- and product-driven shopping could be replaced by direct overseas purchases and digital platforms unless it offers more on-site experiences.<\/span><\/p>\n <\/span><\/p>\n She also recommends that K-beauty move beyond simple product sales into experiential wellness\u2014skin diagnostics, personal color consultations and makeup classes. And fandom-driven K-content should evolve so fans can see, feel and linger in ways that deepen their connection.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Busan Blue Line beach train \/ Photo: Unsplash<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n By contrast, mentions of nature dominated Busan posts at 38.2%. Food (23.8%) and shopping (16.4%) were the next most-talked-about elements.<\/span><\/p>\n <\/span><\/p>\n Tourists frequently mentioned coastal spots such as Haeundae, Gwangalli, Cheongsapo and Songdo along with the Blue Line beach train, night views, seafood and market eats. That points to participatory tourism\u2014riding, walking, eating and snapping photos, not just gazing at the sea.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n More visitors, higher satisfaction<\/span><\/p>\n<\/p><\/div>\n<\/h2>\n <\/span><\/p>\n As experience-led travel grows, the number of foreign visitors to Busan is rising fast.<\/span><\/p>\n <\/span><\/p>\n In the first quarter, Busan welcomed 1,023,946 foreign visitors\u2014the fastest the city has ever crossed the 1 million mark on record.<\/span><\/p>\n <\/span><\/p>\n According to global travel platform Klook, after KORAIL launched a real-time rail ticket booking service for foreigners, Busan became the top destination by share of bookings. Gyeongju and Daegu followed, signaling growing interest in regional travel.<\/span><\/p>\n <\/span><\/p>\n Traffic for Busan-area tour products rose 28% year-on-year. Gyeongju jumped 112%, and Daegu saw a 23% increase.<\/span><\/p>\n <\/span><\/p>\n Bookings for Busan day tours (Sky Capsule, Gamcheon Culture Village, Haeundae Blue Line Park, etc.) rose 53%. The Haeundae Hill Spa jjimjilbang product grew 70%. Gyeongju World passes climbed 73%, and Daegu E-World tickets rose 33%.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Satisfaction ratings for eight major Asian cities \/ Photo: Yanolja Research<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n Satisfaction rose along with the increase in visitors.<\/span><\/p>\n <\/span><\/p>\n Based on Chinese tourist reviews, Busan topped the overall satisfaction ranking with a score of 4.723 out of 5. Singapore (4.710), Tokyo (4.706) and Osaka (4.701) followed. Seoul ranked fifth with 4.676.<\/span><\/p>\n <\/span><\/p>\n Busan also led the entertainment category, scoring 4.743 out of 5.<\/span><\/p>\n <\/span><\/p>\n \u201cBusan\u2019s strength isn\u2019t just having the sea,\u201d said Choi Gyuwan, a professor at Kyung Hee University\u2019s College of Hotel and Tourism. \u201cThe key is how marine assets are woven together with transport, night views, food, leisure and photo moments to create a complete, memorable experience.\u201d<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n Welcome center photo zone inside Gimhae Airport international arrivals \/ Photo: Busan City<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n Ahead of the BTS World Tour Arirang IN Busan this June, the city plans to beef up tourism content.<\/span><\/p>\n <\/span><\/p>\n Under a four-step strategy\u2014Hospitality, Experience, Gastronomy and Imprint\u2014Busan will expand stay-focused offerings citywide. Plans include a Gimhae Airport welcome photo zone, a drone light show at Gwangalli Beach and \u201cThe Red Moment Busan\u201d at Songsanghyeon Square, all designed to keep visitors around longer.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n Seoul\u2019s challenge: deepen experiences; Busan\u2019s challenge: become a regional hub<\/span><\/p>\n<\/p><\/div>\n<\/h2>\n The report also flags issues both cities must tackle for sustainable growth.<\/span><\/p>\n <\/span><\/p>\n Seoul still benefits from strong pull factors\u2014K-shopping, K-beauty and K-content\u2014but satisfaction with historical and cultural tourism lags. Seoul scored 4.588 on historical-cultural site satisfaction, the lowest among the eight cities studied.<\/span><\/p>\n <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n Gyeongbokgung Palace, Seoul \/ Photo: Unsplash<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n Despite assets like Gyeongbokgung, Deoksugung, the Han River, Namsan and hanok villages, Seoul hasn\u2019t fully translated these into longer-stay, experience-driven offerings.<\/span><\/p>\n <\/span><\/p>\n By contrast, Busan scored high overall but scored lower on historical and cultural offerings. The report recommends that Busan pursue a regional hub strategy linking nearby destinations such as Gyeongju, Geoje and Tongyeong.<\/span><\/p>\n <\/span><\/p>\n The report urges treating Seoul and Busan as complementary rather than competitive. Seoul acts as a magnetic city\u2014drawing visitors with K-content and shopping\u2014while Busan creates embodied memories of Korea through sea, food and leisure as a city of lived experiences.<\/span><\/p>\n <\/span><\/p>\n Jang Su-cheong, director of Yanolja Research, said, \u201cThe paradigm of tourism competition is rapidly shifting from what you own to how you design and deliver experiences. If we connect K-culture with marine and leisure experiences along the Seoul\u2013Busan KTX corridor, Korea can position itself as Asia\u2019s leading multi-experience tourism destination.\u201d<\/span><\/p>\n <\/span><\/p>\n \u200b<\/span><\/p>\n Seoyeon Moon, Travel+ reporter<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":" Busan ranks first in tourist satisfaction among major Asian cities, surpassing Tokyo and Singapore, attracting 1.02 million foreign visitors in Q1.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_thumbnail_url":"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/thumbnail\/2026\/05\/CP-2022-0137\/thumb-c3b68b18-dcd3-4cbf-ab63-fffa9629220b.jpg","footnotes":""},"categories":[278096],"tags":[],"class_list":["post-262340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tour"],"yoast_head":"\n <\/span>\n <\/div>\n\n
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