In an effort to bring more travellers’ attention to destinations beyond popular Busan in the country’s south-east region, the Korea Tourism Organization (KTO) organised a fam trip for Singapore travel agents and media earlier this month.

The activity was part of KTO’s strategy to actively promote the cities of Busan and Ulsan, and Gyeongnam province, or BuUlGyeong, as a combined destination.

The fam trip highlighted a blend of cultural heritage, natural scenery, arts and creativity, local cuisine and outdoor leisure activities across Sancheong, Hapcheon, Hadong, and Gimhae in Gyeongnam province, as well as Ulsan and Busan.

Park Chul-ho, senior director of regional tourism promotion, KTO, said: “The BuUlGyeong region’s blend of urban excitement, natural beauty, and cultural richness creates an ideal destination for Singapore travellers seeking diverse experiences beyond Seoul.”

Lee Kyung Jin, deputy director of KTO (Singapore Office), added: “Singapore travellers are very well-travelled and they have been to South Korea many times. It is about showing them new places and attractions so they want to revisit South Korea.”

Park shared that the top inbound tourist markets to South Korea for 2023 were Japan, China and the US.

“While Singapore ranks behind these top markets, it remains a key focus for us. We will focus on targeted promotions to foster further growth,” remarked Park.

Exploring the south-east region is made possible with Busan’s Gimhae International Airport as a natural jumping point. To further facilitate tourism, a new international airport is being built on Busan’s Gadeok Island, which is expected to open in December 2029.

At present, Singapore Airlines flies to Busan four times a week, while Jeju Air does so seven times a week. In addition, Busan is developing the north port and expanding high-speed rail connections, which will boost access for international visitors, added Park.

When asked how the BuUlGyeong region would appeal to Singapore travellers, travel agents told TTG Asia that they could include certain destinations into their future itineraries.

Syaza Anwar, director, Azza Travel & Tours, which specialises in tours for Muslim travellers, said she usually uses the main cities of Seoul and Busan as a draw to invite travellers to explore other parts of South Korea that are new to them. Attractions such as the Jangsaengpo Whale Culture Village and Sancheong Donguibogam Village would appeal to her customers. With regards to food, she noted that “while there are not many halal restaurants, there are more vegetarian and vegan restaurants these days, so we can still find alternative places for our customers”.

Meanwhile, Busan is stepping up its promotional efforts. Inbound tourism for 2024 is expected to exceed the record set in 2019, indicating that Busan has nearly overcome the effects of the pandemic on tourism, shared Lee Jung-sil, president of Busan Tourism Organization (BTO).

BTO plans to enhance the port city’s branding as an “international tourism city”, further develop its tourism industry through corporate collaboration, and implement market-specific strategies targeting South-east Asia, including Singapore, as well as China, Taiwan, Japan, and the Americas.

“According to a survey of visitors planning to visit Busan, over 60 per cent of both domestic and international respondents listed food as the number one reason for their trip. Moving forward, we plan to strengthen experiential content that combines unique Busan experiences with local cuisine,” Lee added.