Busan named one of Expedia's top 10 travel destinations for 2027

Busan is the only South Korean destination on Expedia's list of 10 global "Destinations of the Year 2027," according to the online travel agency's annual travel trends report, "Unpack '27," released Tuesday.

The list is compiled from actual flight and accommodation search data to identify the 10 destinations worldwide seeing the sharpest surge in traveler interest. South Lake Tahoe in the United States topped the rankings with a 195 percent year-on-year increase in searches, followed by Hyogo in Japan at 95 percent, Punta del Este in Uruguay at 65 percent and Sedona in the United States at 55 percent. Busan ranked fifth globally, with searches up 50 percent compared to the same period last year.

Expedia cited Busan's coastal energy, traditional markets and diverse food scene as its key draws. The report described the city as "a destination drawing global attention for its beaches, vibrant markets and dynamic urban culture," and recommended Haedong Yonggungsa, Haeundae Beach and Jagalchi Market as the top spots to visit in a single day.

Busan also made Expedia's separate list of six destinations worldwide that meet the criteria of its Smart Travel Health Check, a framework that evaluates responsible tourism management based on the World Travel and Tourism Council's sustainability principles — including crowd management, community engagement and reinvestment of tourism revenue. Busan was recognized alongside Hyogo in Japan, Sedona in the United States, Perugia in Italy, Tweed in Australia and Chichester in the United Kingdom.

The "Unpack '27" report draws on Expedia's own data, a survey of 26,000 travelers worldwide including 1,000 South Koreans, and social listening analysis. It identifies five travel trends: Trip Snacking, Gothic Getaways, Destinations of the Year, Un-Adulting and the 2027 Set-Jetting Forecast.

Busan Mayor Jeon Jae-soo said the recognition carries particular significance because the city met the World Travel and Tourism Council's demanding standards — including those on overtourism management and residents' quality of life — earning it a reputation as "a values-driven, sustainable tourism city." He added that Busan would use the recognition as a springboard to achieve a qualitative transformation in its tourism sector.