BUSAN with BADA

According to the Korea Times, the number of foreign tourists visiting South Korea surged significantly, particularly in 2024. This growth is largely attributed to the phenomenon known as "Hallyu" or the "Korean wave," which includes South Korean popular culture such as K-Pop, TV shows, and movies. Statista, a global data platform, reports that Seoul, the capital of South Korea, ranked as the top tourist destination in 2022, with Busan, the country's second-largest city, following closely behind.

However, secondary research revealed a lack of effective tour guides specifically tailored for navigating Busan. This research focused on identifying opportunities to enhance the experience for first-time visitors to Busan and on rebranding the city for more effective promotion. The goal was to provide insights into what potential travelers seek when planning a trip to Busan and to strengthen the Busan City brand.