Busan has launched its annual survey of domestic and international visitors, aiming to gain a clearer picture of how tourists travel, spend money and experience the city.
Running from August 24 through November, the 2026 Busan Visitor Survey will involve face-to-face interviews at major arrival points including Gimhae International Airport and Busan Station, as well as popular destinations such as Haeundae Beach, Gamcheon Culture Village, Jagalchi Market, Haedong Yonggungsa Temple and Taejongdae.
The survey will examine visitors’ length of stay, accommodation, transportation, travel companions, sources of travel information, places visited, activities, spending, payment methods, shopping habits, overall satisfaction, inconveniences and likelihood of returning.
This year, the survey sample has been expanded from 1,200 to 1,800 domestic visitors and 1,800 international visitors, while changes to the survey design are intended to improve accuracy and reduce duplicate responses from people traveling in groups.
The results will also be analyzed alongside tourism-related mobile phone and credit card data to provide a more detailed look at visitor movement and spending patterns.
Last year’s survey found that 68.8% of respondents cited food and restaurant experiences as a reason for choosing Busan.
The city subsequently expanded its food tourism initiatives, including the 2026 Busan Gourmet Guide and other culinary programs.
Alongside the main survey, 30 international visitors are taking part in more detailed one-on-one interviews from August 22 to 24.
Travelers from countries including Taiwan, China, Japan and the United States are being asked why they chose Busan, what they consider the city’s main attractions and what problems they encountered during their trip.
The findings will be used to help shape future tourism policies and identify areas where the visitor experience can be improved.
