Busan City and the Busan Tourism Organization (BTO), led by President Lee Jeong-sil, announced on September 14 that they successfully hosted a familiarization (fam) tour for 50 officials from the China Association of Travel Services (CATS) from September 12 to 13, in cooperation with the Korea Association of Travel Agents (KATA).

This initiative was organized in connection with the inaugural "Korea-China Travel Industry Exchange Meeting" hosted by KATA. During the tour, Chinese travel industry delegates explored Busan's landmark destinations, including Haedong Yonggungsa Temple, Orangdae, and Gamcheon Culture Village. They also experienced Busan's distinct marine tourism contents, such as the Haeundae Beach Train and yacht tours. 

Strategic Consultations and Corporate Incentive Tourism

In addition to the site inspections, the BTO held an official business consultation meeting with CATS to expand bilateral cooperation. The discussions focused on developing new inbound tourism products linking regular direct flight routes between Busan and Guangzhou, cruise tourism, and favorable visa policies for Chinese group tourists. Furthermore, to target the Chinese corporate incentive tour market, the organization introduced Busan's novel experiential tourism contents alongside "Busan Unique Venues"—specialized meeting spaces designated by the BTO—laying the groundwork for mutual cooperative frameworks.

Expanding Local Tourism Through Strategic Partnerships

This fam tour serves as a follow-up action to the memorandum of understanding (MOU) signed between KATA and the BTO under the banner of "Regional Tourism is the Answer, Busan is the Answer" declared in April of this year. Through these ongoing collaborative efforts, the BTO aims to reinforce inbound tourism tied closely with Gimhae International Airport while empowering local Chinese outbound agencies to actively develop and sell diversified Busan travel packages.

An official from the BTO Seoul Office stated, "This fam tour was meticulously designed in partnership with KATA to drastically expand the influx of Chinese group tourists. We will continue to leverage networks with metropolitan tourism authorities and the broader travel industry to accelerate overseas tourist acquisition."

Background and Broader Implications for Korea-China Tourism

The first-ever official Korea-China Travel Industry Exchange Meeting brought together key executives from CATS, 50 Chinese sending travel agencies, and 50 South Korean receptive travel agencies, totaling around 200 industry representatives. This milestone event reflects a mutual commitment to revitalizing cross-border tourism post-pandemic and creating localized joint tourism products that move beyond traditional capital-centric itineraries. 

By highlighting Busan's unique blend of coastal scenery, urban regeneration projects like Gamcheon Culture Village, and high-end incentive meeting spaces, the city is positioning itself as a premier hub for international visitors. Experts note that combining aviation routes like the Busan-Guangzhou link with relaxed group visa frameworks will significantly reduce travel friction, making Busan an increasingly attractive option for large-scale Chinese travelers seeking distinct regional experiences in South Korea.

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