(CNN) -- Lobsters pulled alive from their tanks and cooked to order, groups of teenagers wearing clothes bearing the logos of their favorite pop stars, and mothers and daughters relaxing side by side in natural hot tubs.
Yes, Busan, South Korea's second largest city, has it all. But over the past few years, the city has taken great steps to transform from a marginal stop on tourist trips into a destination worth visiting.
Busan is not just a faded version of Seoul. It is located on the southeastern coast of South Korea, and is famous for its moderate and stable weather. It also has an active surfing community and annually hosts a sand sculpture festival, during which visitors are dazzled by miniature models of the Giza Pyramids and Mount Rushmore.
If Seoul is like New York, Busan is like Los Angeles: younger, trendier, and less frenetic.
Busan offers a different experience, with its beaches, quieter lifestyle and lively population, and is suitable for fans of Korean cuisine, pop culture and beauty, says Rebecca Barry, director of South Korea programs at Inside Travel Group.
The northern port of Busan is undergoing a transformation, with pedestrian walkways connecting its parts, allowing visitors to reach the central train station to the waterfront via an elevated walkway above the expressways.
The city, one of the world's largest ports, is planning prominent architectural projects that enhance its cultural status, most notably the "Lotte Tower" skyscraper under construction on the waterfront, on the site of the former municipal building. Its design is inspired by waves, and is expected to include a luxury hotel, high-end shops and offices.
Nearby, the municipality is working to develop Jagalchi Market, the largest fish market in South Korea, by improving sanitation facilities, moving vendors indoors and enhancing hygiene and food safety standards.
Busan Mayor Park Hyung-joon said in 2025, the city will support the development of Jagalchi Market into a global destination for marine culture and seafood.
An opera house designed by Snohta is scheduled to open in late 2027. Emily Yan, the company's regional director for Asia, says that the project will transform Busan from a port-centered city into a destination for innovative design, and contribute to the development of the surrounding area.
Busan aspires to become a “15-minute city,” where daily amenities are easily accessible on foot, bike or public transportation. Its northern port is an example of this trend.
Although opera houses are associated with elitism, Yan explains that the design will allow the public to enter large parts of the building for free around the clock, similar to the Opera Houses in Oslo and Sydney.
The roof of the Opera House will include a cafe for a famous brand in Busan, whose name officials refused to reveal. Yan says the project "goes far beyond the concept of a traditional opera house."
Creativity flourishes in Busan, where the cost of living is lower than in Seoul, which encourages young people to launch their projects and open small stores.
Since its launch in 1996, the Busan Film Festival has become a prominent international event. In 2011, the Busan Film Center opened to visitors year-round and includes exhibition halls, a film archive, and the world's largest cantilever roof.
The Museum of Contemporary Art also reopened its doors in 2026, after a years-long renovation and expansion at a cost of $32 million.
Busan attracts the attention of the world
The number of international passengers through Gimhae Airport exceeded 10 million in 2025 for the first time, prompting the South Korean government to approve the construction of a second airport on Gadeokdo Island, south of Busan, scheduled to open in 2035. Arrivals from Japan can reach the city by a six-hour ferry ride from Fukuoka.
Busan is attracting more attention, as Airbnb listed it among the rising destinations of 2026, and Expedia.com chose it among the destinations worth visiting in 2027, after searches for it increased by 50% compared to the previous year.
Leela Seo, who is responsible for Airbnb's business in South Korea, says that travelers now want to explore Korean culture outside of Seoul, noting that 79% of international visitors and potential travelers want to visit other regions, and Busan was the first destination they mentioned.
Searches for accommodation in the city via Airbnb have also increased by 30% over the past year.
Major international hotel groups are keeping pace with the prosperity of Busan, as the Hyatt Group opened a hotel in the business district in 2025, and it is expected to open a Banyan Tree hotel on the beachfront by the end of the year, and another by Hilton focusing on health and recreation near Haedong Yeongongsa Temple.
Travel consultant Rebecca Barry says that 74% of those who booked trips to South Korea through the Inside Travel group will visit Busan in 2025.
She adds that accommodation options were limited three or four years ago, but today the city is seeing major hotels and new landmarks opening at a rapid pace. “You can come back to Busan every year and find something different to explore,” she says. “They realize this is their chance to shine, and they are ready to invest it.”
