Busan is officially one of the world's fastest-rising destinations for 2027. In Expedia Group's annual travel trends report, Unpack '27, published on October 14, 2026, the "2027 Destinations of the Year" list ranked South Korea's second-largest city No. 5 in the world — the only Korean city in the top 10, and one of only two Asian destinations on the list, alongside Hyogo, Japan, at No. 2.
The ranking is based on growth in flight and accommodation searches on Expedia, comparing September 1, 2025 to July 27, 2026 with the same period a year earlier. Searches for Busan rose 50% year on year. South Lake Tahoe in California topped the list with a 195% rise, followed by Hyogo at 95%, Punta del Este in Uruguay at 65%, and Sedona in Arizona at 55%.
That measure comes with a limit worth stating plainly: it tracks search interest on one travel platform, not confirmed bookings or visitor arrivals. A 50% rise in searches shows that more people are looking at Busan — it does not by itself prove that more people will go. Expedia's own description of the city, though, points to why the interest is there: a "vibrant seaside city, buzzing markets, big-city energy," with what Korea.net reported as "a unique blend of coastal scenery, cultural attractions, and energetic city life."
This is what the ranking says, why Busan placed where it did, the three must-see stops Expedia says you can cover in a single day, and how to build a trip around them.
Information checked: October 28, 2026.
What Is Expedia's "2027 Destinations of the Year" List?
The list is part of Unpack '27: The Trends in Travel, Expedia Group's annual global travel insights report, published on October 14, 2026. It names ten destinations where traveler interest is growing fastest, ranked by year-on-year growth in flight and accommodation searches on Expedia, Hotels.com, and Vrbo, combined with a survey of 26,000 travelers in 16 countries.
The full 2027 top 10, in order, with search growth:
South Lake Tahoe, California, US — up 195%
Hyogo, Japan — up 95%
Punta del Este, Uruguay — up 65%
Sedona, Arizona, US — up 55%
Busan, South Korea — up 50%
Holbox, Mexico — up 45%
Perugia, Italy — up 35%
The Tweed, New South Wales, Australia — up 35%
Niagara-on-the-Lake, Canada — up 35%
Chichester, UK — up 30%
The list is a snapshot of rising interest, not a verdict on the best places in the world. It changes every year — which is also what makes it a good prompt for a trip, rather than a ranking to argue with.
Why Did Busan Rank No. 5?
The 50% jump in searches reflects a wider shift that coverage of the announcement kept returning to: travelers to South Korea are looking beyond Seoul. Busan offers the contrast — a major city built around the sea, where beaches, markets, temples, and a working port sit alongside high-rises and a major international film festival.
Expedia's citation praised the city's mix of coastal scenery, cultural attractions, and energetic city life. The Busan Tourism Organization said the selection showed that growing global interest in the city was being recognized in the international travel market, and that it would keep developing tourism offerings for short- and long-term visitors.
The city has also been drawing attention for its visitor numbers. According to local coverage of the announcement, 3.43 million foreign tourists had visited Busan by August 2026, already close to the previous year's total. Those arrival figures are separate from Expedia's search data — but they point in the same direction: Busan's moment is not only online.
What Are Expedia's Three Must-Sees in a Single Day?
Expedia named three attractions that visitors can cover in a single day: Haedong Yonggungsa Temple, Haeundae Beach, and Jagalchi Market. Together they are the short version of the city — temple, beach, and market in one route.
Haedong Yonggungsa Temple is the seaside temple, set on the coast east of the city center. Unlike most Korean temples, which sit in the mountains, it looks straight out over the sea — which is what makes it the most photographed temple in Busan.
Haeundae Beach is the city's best-known stretch of sand, backed by high-rise hotels and the modern skyline. It is the beach half of the city's identity, and the anchor of the area most first-time visitors stay in.
Jagalchi Market is Busan's famous fish market, at the heart of the city's market scene. It is the working, noisy, eat-where-you-buy counterpoint to the beach — and the stop that shows the port city rather than the resort city.
One day is enough to see all three. It is not enough to know the city — treat the trio as the first day, not the whole trip.
What Else Should You See in Busan?
Gamcheon Culture Village is the stop most coverage of the announcement mentioned next: pastel-painted houses stacked over a hillside, once a working-class neighborhood, now one of the city's signature walks. It pairs naturally with the market-and-temple day, and it is the place most visitors photograph after the beach.
Gwangalli Beach, across the bay from Haeundae, is the other great seaside strip, with the Gwangan Bridge over the water — the view the city's postcards use. Coverage of the ranking also pointed to the quieter side of the city: hiking and temple-stay-style experiences around Geumjeongsan Mountain and Beomeosa Temple, and forest programs in Gijang, for visitors who want the trip to slow down after the first day.
If you have a second day, add one of these:
Gamcheon Culture Village in the morning, when the lanes are quieter.
Gwangalli Beach in the evening, for the bridge view after dark.
Beomeosa Temple and the Geumjeongsan trails, for the mountain side of the city.
A second market wander — the markets reward going back without a list.
What Is the Smart Travel Health Check?
Busan was one of six destinations on the list to meet Expedia's Smart Travel Health Check, alongside Hyogo, Sedona, Perugia, The Tweed, and Chichester. The framework draws on principles from the World Travel & Tourism Council and recognizes destinations that manage tourism responsibly — how well they plan and monitor tourism, involve local residents, and reinvest tourism revenue.
The check is Expedia's own assessment, not an independent certification, and it does not mean a destination is free of crowding. But it is the part of the announcement that speaks to how Busan is handling its growth, not just how fast that growth is. The Busan Tourism Organization framed it the same way, saying the recognition showed the city was being noticed for sustainable tourism management as well as for its appeal.
For visitors, the practical meaning is simple: the city's tourism programs increasingly steer people toward experiences beyond the best-known spots — wellbeing and nature programs, neighborhood walks, and local markets — rather than concentrating everyone in the same three places.
How Should You Plan a Busan Trip?
Start with Expedia's one-day trio, then add a second day for the village and the quieter side of the city. Busan works as a standalone trip and as a second stop after Seoul — it is the natural counterweight to the capital, and the city the ranking suggests travelers are now adding on their own.
Before you go, run through this checklist:
Decide how many days you have — one day covers the temple, beach, and market; two days add Gamcheon and Gwangalli.
Check opening hours and admission for temples and attractions before you go — they change by season.
Confirm market hours if Jagalchi is a priority — mornings are the working market at its liveliest.
If you are combining Seoul and Busan, check train times and book early for weekends and holidays.
Confirm hours, admission, and event schedules with official sources before you travel — details change.
Busan's ranking is a measure of rising interest, not a promise. But the three must-sees, the village, and the second beach are where the city's coastal-and-market mix is easiest to feel in a short trip — and that is the part that will still be true long after the next ranking.
Official Sources
Korea.net — Expedia ranks Busan fifth on '2027 Destinations of the Year' list
https://www.korea.net/NewsFocus/FoodTravel/view?articleId=301405
TravelPulse — Expedia Reveals the 10 Fastest-Growing Travel Destinations for 2027
https://www.travelpulse.com/news/destinations/destinations-surging-in-search-interest-for-2027
Expedia Newsroom — Where to Travel in 2027: Expedia's Destinations of the Year Reveal the Fast-Growing Spots on Travelers' Radar
This article reflects the ranking and search data available on October 28, 2026. A search ranking measures interest, not bookings or arrivals — confirm opening hours, admission, and event schedules with official sources before you travel.