Busan ranks fifth on Expedia's 2027 list of destinations to watch
In short
Busan was named fifth among 10 destinations in Expedia's "2027 Destinations of the Year" list, with a 50% rise in search volume, according to the Unpack 27 trend report. Busan city said it is the only South Korean destination on the list.
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Busan was named fifth among the 10 destinations in Expedia's "2027 Destinations of the Year" list, after a 50% rise in search volume, Busan city said on 20 October. Dong-A Ilbo and Seoul Economic Daily reported that Busan is the only South Korean destination on the list. Chosun Ilbo wrote that Busan, rather than Seoul, appeared among the 10. [ 1 , 2 , 5 , 6 ]
The top four were South Lake Tahoe in California (195%), Hyogo in Japan (95%), Punta del Este in Uruguay (65%) and Sedona in Arizona (55%). The list is based on actual flight and accommodation search data. Dong-A Ilbo said the search volume comparison covers 1 September 2024 to 27 July 2025 against 1 September 2025 to 27 July 2026. [ 1 , 2 , 6 ]
The list is part of Unpack 27, the annual report of Expedia Group. It draws on the group's data, a survey of 26,000 travellers worldwide including 1,000 Koreans, and social listening analysis. Chosun Ilbo reported that Hotels.com, which is part of Expedia Group, presented the report at a media event at the Le Scape Hotel in Jung-gu, Seoul, on 20 October. [ 1 , 2 , 6 ]
The report describes Busan as a destination with beaches, lively markets and dynamic urban culture, and recommends Haedong Yonggungsa temple, Haeundae beach and Jagalchi market for a one-day itinerary. Busan was also one of six destinations worldwide to meet Expedia's Smart Travel Health Check criteria, along with Hyogo, Sedona, Perugia in Italy, Tweed in Australia and Chichester in Britain. The criteria draw on WTTC sustainable tourism principles, including management of visitor crowding, community involvement and reinvestment of tourism revenue. [ 2 , 5 , 6 ]
Mayor Jeon Jae-su said Busan's selection as one of the world's top 10 tourism cities clearly showed foreign visitors' higher preference. He said the city would do its best to bring about a qualitative shift in Busan tourism. Lavinia Rajaram, Expedia Group's head of Asia public relations, said that foreign visitors to Korea used to concentrate in Seoul, but travel demand is now spreading to Busan and other cities, helped by interest in K-pop concerts and other Korean culture. [ 1 , 2 , 5 , 6 ]
Chosun Ilbo, citing Busan city and others, reported that 3,434,620 foreign tourists visited Busan from January to August, up 45.9% from a year earlier, against a national increase of 21.6%. It said last year's total of 3.64 million was a record, and that 4 million this year is considered possible. [ 1 ]
Unpack 27 also lists five trends: Trip Snacking, Gothic Getaways, Destinations of the Year, Un-Adulting and a 2027 Set-Jetting Forecast. Chosun Ilbo reported that 79% of travellers surveyed plan to book a one-night stay within the next year, and 95% of Korean travellers said so. [ 1 , 2 ]
Why it matters
The outlets present the ranking as a sign of growing foreign interest in Busan beyond Seoul. Chosun Ilbo cites Busan city data showing foreign visitors up 45.9% in January to August, while Busan's mayor says the result will support efforts to improve the quality of local tourism.
Key facts
- Expedia Group's annual report Unpack 27 named Busan fifth among 10 destinations of the year for 2027, with a 50% rise in search volume. [ 1 , 3 , 5 , 6 ]
- The top four were South Lake Tahoe in the US (195%), Hyogo in Japan (95%), Punta del Este in Uruguay (65%) and Sedona in the US (55%). [ 1 , 2 , 5 , 6 ]
- Busan city said Busan is the only South Korean destination on the list. [ 2 , 5 , 6 ]
- Busan is also one of six destinations worldwide that met Expedia's Smart Travel Health Check criteria, based on World Travel and Tourism Council (WTTC) sustainable tourism principles. [ 2 , 5 , 6 ]
- The report recommends Haedong Yonggungsa temple, Haeundae beach and Jagalchi market as key sights for a one-day itinerary. [ 2 , 5 , 6 ]
- Unpack 27 draws on Expedia's own data and a survey of 26,000 travellers worldwide, including 1,000 Koreans, plus social listening analysis. [ 2 , 6 ]
Confirmed by several sources
- Busan ranked fifth on Expedia's 2027 destinations list, with search volume up 50%. [ 1 , 3 , 5 , 6 ]
- Busan is the only South Korean destination on the list. [ 2 , 5 , 6 ]
- Busan also met Expedia's Smart Travel Health Check criteria, alongside Hyogo, Sedona, Perugia in Italy, Tweed in Australia and Chichester in Britain. [ 2 , 5 , 6 ]
Still unclear
- Busan mayor Jeon Jae-su called the result a selection as one of the world's top 10 tourism cities. The documents describe the list as 10 destinations with fast-growing interest, and do not call it a ranking of tourism cities; the mayor's wording is his own.
- Whether Busan will pass 4 million foreign visitors this year. Chosun Ilbo says it is considered possible, citing Busan city and others; no other outlet reports it and no forecast is attributed.
- Tourism industry views that the selection shows Busan being re-evaluated as a base for longer, experience-based stays. Only Seoul Economic Daily reports this, without naming who holds the view.
What local media are saying
Timeline, local time
- Chosun Ilbo published its report on the Unpack 27 launch event held in Seoul. [ 1 ]
- Yonhap reported Busan city's announcement of the selection. [ 2 ]
- Yonhap published a further item on the survey results, including Korean travellers' preference for short trips. [ 4 ]
- Seoul Economic Daily reported the ranking and the sustainable tourism result. [ 5 ]
- Dong-A Ilbo reported the ranking, including the periods used for the search comparison. [ 6 ]