The Busan Tourism Organization (BTO), led by President Lee Jeong-sil, held the ‘2026 Busan Tourism Star Enterprise Open Innovation’ event on September 11, 2026, at the Crystal Ballroom of Lotte Hotel Busan. This significant gathering served as a dynamic platform to discover new growth engines for the regional tourism industry and foster collaborative ecosystems.

The event brought together approximately 150 key stakeholders, including representatives from the five newly selected Busan Tourism Star Enterprises for this year, emerging tourism startups, major corporations, mid-sized enterprises, online travel agencies (OTAs), and investment institutions. Participants gathered to explore joint business opportunities, expand networks, and build a robust cooperative framework for the future of Busan's tourism sector.

Certification Ceremony for New Star Enterprises

The first part of the event featured an official certification ceremony honoring the five newly designated Busan Tourism Star Enterprises. Kim Gyeong-deok, the Administrative Deputy Mayor of Busan, personally presented the official certificates issued under the name of the Mayor of Busan.

The five distinguished companies selected for 2026 are:

-Nanugi World Co., Ltd.
-Neulpurun Bada Co., Ltd.
-Delivered Korea Co., Ltd.
-FGK Co., Ltd.
-S.O.K Management

These enterprises were chosen for their innovative business models, growth potential, and capacity to lead the regional tourism industry. Their recognition marks a vital step in elevating Busan’s competitive edge through localized innovation and specialized services.

Strategic Presentations and Open Innovation Proposals

During the second part of the event, the newly certified star enterprises took center stage to showcase their core competencies and propose specific collaboration projects. Speaking before an audience of major corporations, mid-sized firms, startups, and OTA representatives, the star enterprises outlined visions for strategic partnerships designed to reshape the regional tourism landscape.

By pitching their capabilities directly to potential partners, these companies aimed to bridge the gap between traditional tourism infrastructure and modern digital solutions, setting the stage for symbiotic growth across different industry tiers.

B2B Business Meetings and Practical Networking

The third session shifted focus to execution through pre-matched 1:1 B2B business meetings and open networking sessions. Participating companies engaged in in-depth discussions regarding joint product development, domestic and international market expansion, and cross-industry integration.

Dedicated exhibition and consultation spaces within the venue allowed stakeholders to freely exchange collaboration ideas, review actionable partnership models, and lay the groundwork for long-term commercial agreements.

Strengthening Busan’s Tourism Growth Platform

BTO President Lee Jeong-sil emphasized the strategic necessity of collaboration during the event, stating, "The competitiveness of Busan's tourism industry now depends on how organically individual enterprises, services, and platforms connect with one another. We hope this event serves as a direct catalyst for star enterprises, startups, large corporations, and OTAs to collaborate and strengthen the overall competitiveness of Busan tourism."

Building upon this initiative, the Busan Tourism Organization plans to maintain continuous support programs. These include facilitating follow-up collaborations among participating enterprises, enhancing individual corporate competitiveness, and opening domestic and global distribution channels. Through these efforts, BTO aims to solidify a sustainable and resilient Busan-style tourism enterprise growth platform.

Background & Industry Context: Understanding Busan Tourism Star Enterprises

To contextualize the significance of this event, it is helpful to look at the broader framework of the Busan Tourism Star Enterprise program. Initiated by the Busan Metropolitan City government and the Busan Tourism Organization, the program identifies and nurtures promising small and medium-sized tourism enterprises that demonstrate exceptional innovation, regional impact, and scalability.

Busan has consistently positioned itself as a global hub city for tourism, blending maritime resources, MICE (Meetings, Incentives, Conferences, and Exhibitions) infrastructure, film culture, and smart tourism technologies. However, post-pandemic shifts in traveler behavior—such as a heavy reliance on OTAs, demand for hyper-personalized digital experiences, and sustainable tourism requirements—have necessitated a shift from traditional destination marketing to technology-driven open innovation.

By connecting newly designated star enterprises with major tech firms, venture capitalists, and global travel platforms, the open innovation model addresses common industry hurdles like capital acquisition, overseas marketing bottlenecks, and technological integration. Companies like Delivered Korea, which specializes in cross-border logistics and global e-commerce fulfillment, illustrate how Busan's tourism ecosystem is expanding beyond physical travel to include global Hallyu (Korean Wave) commerce and international consumer engagement. Similarly, firms focusing on marine leisure, hospitality management, and localized content curation represent the diverse pillars supporting Busan's vision as an international tourism destination.

The integration of 1:1 B2B meetings ensures that these initiatives translate into tangible commercial agreements rather than remaining theoretical discussions. As global tourism rebounds and competition among Asian destination hubs intensifies, Busan's systematic approach to fostering collaborative growth provides a blueprint for regional economic resilience and sustainable tourism development.

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