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Agoda and Busan City sign a two-year MOU partnership, the first in Korea, to accelerate Busan’s move from a domestic tourism favorite to a trending international destination.
Digital travel platform Agoda and Busan City, South Korea, signed a strategic partnership Memorandum of Understanding (MOU) on October 28, 2025. This two-year agreement marks a historic step as the first partnershipbetween Agoda and a local government in Korea.
Both parties share similar goals: positioning Busan as a highly desired outbound travel city and emphasizing its rising prominence as a global travel hub. Agoda aims to help transform the city from a well-loved domestic favorite into a “trending international destination,” appealing to both leisure and business travelers.
The signing ceremony occurred on October 27 at Paradise Hotel Busan, coinciding with the city’s hosting of the 1st Global City Tourism Summit (October 27–29). Mayor Park Heong-joon and Andrew Smith, Senior Vice President of Supply at Agoda, were in attendance.
Leveraging Global Reach to Showcase Busan
Agoda will use its global reach and unrivaled marketing insights to showcase exceptional tourism assets of Busan to a broader international audience. Busan City and Agoda cooperate to develop targeted marketing campaigns and impactful activation strategies by leveraging Agoda’s media solutions and global marketing expertise.
The collaboration provides enhanced visibility for Busan’s offerings on a global scale. Agoda’s powerful digital network spans 26 countries and 39 languages. The platform also offers travelers an extensive array of booking flexibility, including:
- Over 6 million holiday properties.
- More than 130,000 flight routes.
- Over 300,000 activities, spanning immersive cultural tours and marine sports experiences.
Initiatives designed to stimulate tourism will include an exciting online content competition aimed at highlighting the uniqueness of Busan’s tourist spots. They will also develop customized travel packages tailored specifically to international markets. Agoda’s technology and user-friendly platform will make discovering and booking activities in Busan more accessible for overseas travelers.
Experiencing Busan Tourism: From Beaches to Michelin Guide Plates
Busan, South Korea’s second-largest city, is recognized globally for its vibrant culture and stunning landscapes. The city offers year-round attractions, catering to interests ranging from summer beach activities to winter festivals.
Travelers can explore renowned destinations, including:
- World-Famous Beaches: Haeundae and Gwangalli.
- Cultural Sites: Jagalchi Market, Gukje Market, Haedong Yonggungsa Temple, Taejongdae, and Gamcheon Culture Village.
- Marine Leisure: Yachting and surfing.
- Major Events: The Busan International Film Festival and the Fireworks Festival.
Busan is also emerging as a formidable culinary hotspot for food lovers. The city features numerous Michelin Guide-listed restaurants and renowned local dishes. Specialties like pork soup, fish cakes, milmyeon (wheat noodles), and ssiat hotteok (seed-stuffed pancakes) draw food enthusiasts. This partnership will enhance Busan’s visibility among gastronomic travelers and food bloggers.
The Era of 3 Million Foreign Visitors
This collaboration builds on significant momentum within Busan tourism sector in 2025. The city surpassed 2 million foreign visitors by July and exceeded 2.35 million by August, setting the fastest recorded pace. By August, total tourism spending reached 659.4 billion won, the highest in history. City officials work to usher in the “era of 3 million foreign visitors”.
“Partnering with Agoda will help international tourists easily discover and experience Busan’s rich cultural and hidden gems. We will pursue cooperation not only through Agoda’s media solutions but also by leveraging Agoda’s global reach and marketing power.”
Busan Mayor Mr. Park Heong-joon
Both Agoda and Busan City plan to strengthen their association with future campaigns and an expanded presence on Agoda’s platform. This effort aims to make the city more attractive to overseas travelers and contribute significantly to the local economy through increased tourist spending.
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