BTS Busan concerts to fuel tourism push across surrounding regions

South Korea is stepping up efforts to channel the influx of foreign visitors drawn by BTS's upcoming Busan concerts into broader tourism across the surrounding region.

The Korea Tourism Organization is rolling out an online and offline marketing campaign tied to "BTS The City Arirang — Busan," a fan event running around the BTS Busan concerts on June 12 and 13. The City is a fan event format that offers a range of BTS-themed experiences in the host city before and after a concert.

Throughout June, the KTO will partner with Naver and the travel industry to spotlight tourism resources in Busan and nearby areas. Working with Naver Maps' "BE LOCAL" campaign, the agency will promote 10 major Busan attractions to foreign visitors, while online travel platforms will host special product showcases featuring regional itineraries. The KTO is also teaming up with Hana Tour ITC to extend existing BTS-themed travel packages — previously centered on Seoul and Pyeongchang — to include Busan.

The KTO is also improving information access for overseas fans. A dedicated Busan tourism page will go live on the Visit Korea integrated platform's website and app, consolidating information on attractions, safety and transportation. The agency's overseas branch social media accounts will share travel itineraries, entry procedures and payment tips, while global influencers will receive experience vouchers and recommended filming routes as part of on-site support. A promotional booth for arriving passengers will operate at Gimhae International Airport, and the agency will apply a concert-specific manual to the 1330 Korea Travel Helpline to better assist foreign visitors.

On-site hospitality programs will run in parallel. The KTO and Busan city will jointly operate a welcome center at Busan Station's Eurasia Platform through June 21, and a tourism information booth will be set up in the outdoor plaza of Asiad Main Stadium during the concert period to guide visitors to regional travel products. Traditional taeguk fans that appeared in BTS music videos will also be used to draw visitors in.

"Large-scale hallyu events are the ideal opportunity to encourage foreign visitors to explore regions beyond the capital," said Han Yeo-ok, head of the KTO's International Tourism Content Division. "We will actively support efforts to ensure that overseas fans' attention translates into visits to local destinations, working closely with the private sector and local governments."