Busan woos Singapore travel partners for Asia-Pacific comeback

Busan Tourism Organization (BTO) has made a move on critical source market Singapore close on the heels of Jeju Air’s resumption of Busan-Singapore flights in end June, through a B2B event to drive momentum for its promotional efforts.

Hosted in late-July, the Busan-Singapore Travel Connect 2022 was held under the slogan, Explore the real Busan. Participation costs for Busan tourism partners were subsidised by the Busan Tourism Business Support Center.

The Busan-Singapore Travel Connect 2022 was held in late-July to promote the city as a destination to visit; Huinnyeoul Culture Village at Janglim Harbor pictured

To forge a strong comeback, BTO will provide marketing support for overseas tourism-related industries and continue to promote Busan tourism in cooperation with airlines and OTAs which target FIT and group travellers, according to CEO Lee Jung Sil.

Other marketing efforts have leveraged the popularity of Hallyu (Korean Wave) by spotlighting Busan in productions such as Netflix’s 2021 military-drama, D.P. and SBS’s 2020 romantic-fantasy The King: Eternal Monarch.

Selected as Korea International Tourism City for the year 2021-2025, Busan City and BTO have also been upgrading its infrastructure and facilities for the past two years to the tune of a 150 billion won (US$114.5 million) investment to better cater to visitors.

New to the port city is Lotte World Adventure Busan, which opened in March 2022. Meanwhile, Haeundae Blueline Park has come up as a top attraction in Busan.

After a two-year pandemic-induced hiatus, renowned international festivals – Busan International Film Festival and Busan One Asia Festival – are ready to welcome fans back.

Eager to win the bid for World Expo 2030, Busan has enlisted K-pop biggest export, boyband BTS, as ambassadors to stage the Global Busan Concert.

To attract more tourists, plans for a second international airport are also in discussion.

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