Busan on Oct. 20 is ranked fifth on the Expedia Group's "2027 Destinations of the Year" at the travel platform's "Unpack '27" media event at L'Escape Hotel in Seoul's Jung-gu District. (Busan Tourism Organization)

By Lee Ji Yae

The Seattle-based travel company Expedia in its annual global travel insights report "Unpack '27" has ranked Korea's second-largest city of Busan fifth on the list of "2027 Destinations of the Year."

The Busan Tourism Organization (BTO) on Oct. 20 said increased interest in the city was recognized on the global travel market, with the number of searches for flights and accommodations to Busan surging 50% year on year.

The Expedia Group hailed Busan for "its unique blend of coastal scenery, cultural attractions, and energetic city life." Its selection was based on real-time data from the group's platforms and a survey of 26,000 travelers in 16 countries.

Busan was also recognized as meeting the criteria of the Smart Travel Health Check, which reflects the principles of sustainable tourism management of the World Travel and Tourism Council, attesting to the city's ability to manage tourism sustainably and support its environment and communities.

"Busan's selection as one of Expedia's '2027 Destinations of the Year' and its fulfillment of sustainable tourism indicators demonstrate global recognition of Busan's unique appeal as a coastal city and competitiveness as a tourist destination," BTO President Lee Jung-sil said.

"We will keep developing a diverse range of tourism offerings for both short- and long-term visitors and pursue proactive overseas marketing to build Busan as a global destination that travelers worldwide aspire to visit."

ljyhwa@korea.kr