Busan named a top 10 travel destination for 2027

Busan has been selected as one of the 10 "Travel Destinations of the Year" for 2027, according to the Hotels.com ‘Unpack ’27’ report unveiled in Seoul on the 20th. The city was the only South Korean destination on the list, following a 50% increase in search volume compared to the previous year.

Hotels.com unveiled the Expedia Group annual travel trend report, ‘Unpack ’27’, at the L'Escape Hotel in Seoul on the 20th. The report covers travel trends for 2027 based on data from both companies, a survey of 26,000 travelers across 16 countries, and social media analysis. The survey included 1,000 South Korean respondents.

The trends presented in the report include "bite-sized travel" focused on one-night stays, "Gothic vibe travel" seeking unique accommodations, "Travel Destinations of the Year" selected based on search volume growth, "Adult Vacations" to escape daily life, and "Screen Tourism" to visit filming locations for movies and dramas.

Regarding short trips, global Hotels.com searches for one-night stays increased by approximately 10% compared to the previous year. 79% of global respondents said they plan to book a one-night stay within the next year, and 95% of South Korean respondents planned a one-night hotel stay for leisure purposes. Additionally, 55% of South Korean respondents said their interest in one-night weekend trips has increased over the past year. Reasons for considering such trips included celebrating birthdays or anniversaries (48%), resting between long-term trips (38%), and using hotel amenities (31%).

The report also highlighted a trend where the atmosphere and design of accommodations serve as criteria for travel choices. 62% of South Korean respondents said the atmosphere or aesthetic elements of a hotel have influenced their bookings, and 82% showed interest in staying at Gothic-style hotels. Global demand for searches for castle accommodations on Hotels.com increased by 20% year-on-year. This is interpreted as a preference for hotels with history, architecture, and unique interior atmospheres as the accommodation itself becomes part of the travel purpose.

Busan was included in the "2027 Travel Destinations of the Year." Among the 10 locations selected based on Expedia flight and accommodation search volumes, Busan's search volume increased by 50% compared to the previous year, making it the only South Korean travel destination on the list. The report cited Busan's coastline, markets, and urban culture as its key features.

The report also covered "Adult Vacations," where individuals escape daily responsibilities to spend time at places like amusement parks. 50% of South Korean respondents said they are willing to go on an amusement park trip with other adults, a figure that rose to 61% among Gen Z and Millennials. Reasons for considering such trips included escaping daily responsibilities and stress (63%), enjoying a day without worries (55%), and spending time with loved ones (55%).

In the screen tourism survey, approximately one in four South Korean respondents said they have booked a trip to a location because of a place seen in a movie or TV program. 67% of respondents said they have searched for or booked a travel destination that served as a setting before the work was released, a figure that reached 74% among Gen Z and Millennials. The report included Seoul in the 2027 screen tourism outlook in connection with ‘K-Pop: The Debut’.

This report shows that travel selection criteria, such as short itineraries, unique accommodations, and popular culture content, are diversifying. However, as these are forecasts based on survey responses and platform search data, it remains to be seen whether actual booking and visitation demand will follow these same trends.

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