The Busan Tourism Organization (BTO) is building a sustainable city brand by utilizing Busan’s rich wellness and medical tourism resources.

Together with Busan Metropolitan City, BTO has designated the 「Busan Wellness Destination 10」, which features four themed experiences – beauty & spa, yoga & meditation, nature, and stay. These destinations showcase diverse programs that enhance Busan’s image as a wellness city.

Busan also has strong potential for medical-linked tourism, where wellness attractions can be organically connected with dining, experiential activities, and medical content. BTO is developing medical-linked wellness packages and global B2B products in collaboration with medical institutions, travel agencies, and local governments. In addition, through partnerships with major international events, BTO provides tailored wellness travel routes for overseas visitors.