The Busan Metropolitan City and the Busan Tourism Organization (President Lee Jung-sil, hereafter referred to as the BTO) announced that they will host “Festival Shiwol 2026” across Busan for a full month from October 1 to 31.

"Festival Shiwol" is an integrated festival brand designed to connect various festivals and events held in Busan in October—spanning music and culture, film and arts, business, and more—under a single brand. This allows tourists to enjoy multiple events more effectively and stay longer in Busan. Launched in 2024, the festival is marking its 3rd year.

Under this year's slogan, “Hello October, Welcome to Busan,” the festival centers around major October events in Busan such as the Busan International Rock Festival, the Busan International Film Festival (BIFF), and the Asia Startup Expo (FLY ASIA). A total of 22 events across 3 categories—▲Music & Culture (9 events), ▲Film & Arts (6 events), and ▲Business & Innovation (7 events)—will be held together.

This year's operating period has been expanded and the operational method improved compared to last year. The holding period has been extended from 13 days last year to the entire month of October, and the participating events have been reorganized from 26 events across 10 fields into 22 events across 3 categories, making it easier for tourists to find events that match their tastes.

Promotion has also been linked online and offline to go beyond simple exposure and lead to actual visits to Busan. A dedicated 5-language page on "Visit Busan" (the Busan tourism portal) has been established as an information hub, and event information is being promoted to foreign tourists through domestic and overseas social media and major Online Travel Agencies (OTAs). Along with advertisements across more than 30 media outlets including Seoul Station, KTX, and Gimhae International Airport, a pre-promotion base in the metropolitan area will be operated at "Busan Super Insadong Branch" from September 28 to October 5.

Notably, content featuring direct tourist participation is newly introduced this year. From October 1 to 18, an integrated promotion hub for "Festival Shiwol" will operate at the Busan Eurasia Platform inside the plaza of Busan Station, the gateway to Busan. This location will feature an information desk providing schedules, locations, and participation methods for all 22 events at a glance, alongside participatory and experiential contents such as ▲Festival Shiwol & Busan Zone, ▲Film, Music & Gourmet Zone, ▲Beauty Zone, and a ▲360-degree Camera Photo Zone. Visitors who authenticate their visit to the hub will enter a weekly random draw for Onnuri gift certificates, and various prize events such as social media on-site authentication events will also be held.

During the same period, a "Stamp Tour" connecting major events and hubs will be conducted. Visitors can receive one stamp and a welcome gift by visiting the hub. By visiting two of the 10 designated event sites—such as the Busan International Rock Festival and the Busan Biennale—and scanning the on-site QR codes to collect a total of three stamps, participants will receive an additional completion souvenir at the hub. A prize draw for tour completers will also be held.

Additionally, a "Networking Reception" will be held on October 5 to build a foundation for cooperation among events. Participating event stakeholders and tourism/MICE industry officials will gather to network and explore future collaboration possibilities. Prior to this, a 1-and-2-day familiarization (fam) tour introducing Busan's tourism content will be conducted for key event stakeholders.

A BTO official stated, "This year's Festival Shiwol focused on strengthening the connectivity between events and enhancing tourist participation and length of stay, rather than simply increasing the number of events. We will do our best to connect content so that the footsteps of tourists who came to see one event lead to another, allowing visitors to stay longer and contributing to the revitalization of the local economy."

Detailed schedules and participation methods for Festival Shiwol can be found on the Festival Shiwol page of the "Visit Busan" website (https://www.visitbusan.net).

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