Strategic Counteroffensive of South Korean Tourism: From Busan’s Holiday Campaigns to Seoul’s 2026 Vision

In a period of intense momentum for the global travel industry, South Korea is reshuffling its priorities—aiming both for an immediate boost in arrivals ahead of Lunar New Year and for a longer-term redefinition of the travel experience. On one hand, the port city of Busan is rolling out aggressive marketing tactics across key Asian markets; on the other, Seoul is unveiling a new strategic manifesto with a 2026 horizon.

A “Friendship Offensive” from Busan toward Asia

With the Lunar New Year holiday season in focus, the Busan Metropolitan Government—together with the Busan Tourism Organization—is taking proactive steps to revive inbound demand. The primary targets are the traditional source markets of China, Hong Kong, and Taiwan. The strategy centers on partnerships with airlines, cruise companies, and global online platforms to maximize short-term holiday-driven demand.

For the Hong Kong market specifically, the tourism organization is working with major travel agencies to create packages that include special holiday-period flights, while also offering souvenir gifts as an incentive for travelers. In Taiwan, promotion is concentrated on the “Visit Busan Pass,” a tool that has become essential for independent travelers. Passengers arriving in Busan by air from Taiwan will have the opportunity to join events where the pass is offered as a prize—an initiative designed to meaningfully ease their stay and enhance the overall tourism experience.

Digital Dominance and Cruises

For the crucial Chinese market, Busan is adopting a multi-layered marketing model. Through collaborations with the travel giant “Fliggy” and the “WeChat” app, combined cruise packages (MSC) are being promoted. Visibility for the city’s tourism products is being strengthened through live streaming and targeted advertising, while special gift bundles are planned for cruise passengers.

At the same time, in response to the sharp rise in cruises from China this year—with 173 scheduled sailings—Busan authorities invited Royal Caribbean executives on a familiarization trip (fam tour). The goal is to showcase port infrastructure on-site and to discuss how to diversify tourism programs during ships’ time in the city.

Beyond international markets, there is also attention on domestic tourism. The “Visit Busan” online portal now provides information in five languages, recommending destinations and culinary options ideal for short getaways—tailored to the limited time available during the holiday period.

Seoul 2026: The “V.I.T.A.L.I.T.Y.” Strategy

While Busan focuses on the immediate horizon, the capital is setting its course for the next two years. The Seoul Tourism Organization, drawing on data from the World Tourism Organization, the WTTC, and social media analysis, presented 2026 travel trends under the acronym “V.I.T.A.L.I.T.Y.” This new approach signals a shift from simple sightseeing to experiential interaction with the city’s energy.

Under the strategy, Seoul positions itself as a “Vibrant Content City,” where tourism becomes a platform for immersive experiences rather than a checklist of landmarks. Visitors—especially younger generations and repeat travelers—are increasingly seeking “Immersive Local Life,” aiming to live like locals and explore neighborhoods in depth.

Technology in the Service of Well-Being

The era of mass consumption of tourism products is giving way to “Tailored Smart Travel.” Modern travelers are moving away from the “the more, the better” mindset and turning toward personalized, AI-powered suggestions that match their tastes and available time precisely.

At the same time, the trend of “Ambient Wellness” is rising. Seoul is being marketed as an urban wellness destination, where physical and mental balance is achieved through a mix of green spaces, health services, and beauty offerings—without the need to leave the city. Social media data reinforces this image (“Living Emotion”), as the city is increasingly associated with positive feelings such as comfort, joy, and safety.

Finally, the strategy highlights inclusion (“Inclusive Choice”) and trust (“Trusted Global Hub”), presenting Seoul as a safe and accessible destination for everyone—from luxury travelers to solo visitors and people with disabilities. Together, these elements form “Your Seoul”: a city not defined by a fixed image, but one that transforms according to each visitor’s personal experience.

As Gil Gi-yeon, CEO of the Seoul Tourism Organization, noted ahead of the expected increase in arrivals in 2025, proactive action is required. The aim is to accelerate progress toward the milestone of 30 million foreign tourists by adopting and operationalizing these trends.