Busan is expanding its role beyond a traditional film city to become a key hub for global content and mega sports events. With a diverse range of international events, from online streaming festivals to K-Pop fandom projects and major golf tournaments, the local hospitality and MICE (meetings, incentives, conventions, and exhibitions) infrastructure is evolving to support this growth.
The '2026 Korea International Streaming Festival (KISF)', which opens on June 18, exemplifies this transformation in the local industry ecosystem. This event will attract OTT platforms, production companies, and creators from around the world, utilizing not only the Busan Cinema Center but also major hotels in the Haeundae area as key networking and event spaces.
From Film City to a Hub for Converged Events
For years, Busan has established itself as a destination for film industry professionals through the Busan International Film Festival (BIFF). Recently, as the content industry has broadened, the nature of events has also changed. Busan is now hosting large-scale events across various sectors, including film, OTT, K-Pop, gaming, and sports.
In the first half of this year, the 'BTS THE CITY ARIRANG BUSAN' project, linked to a BTS concert, took place. Paradise Hotel Busan, which served as the official IP hotel, recorded a 95% occupancy rate during the event, with 70% of guests being international visitors. The influx of global fans significantly boosted demand for hotels and the tourism sector as a whole.
Similarly, the LIV Golf Korea 2026 event held last month attracted thousands of spectators, athletes, and officials to Busan and surrounding areas. Hotels supported not only accommodations but also catering, VIP programs, and ancillary events.
Hotels Evolving into Multifunctional Spaces
Industry experts note that as large international events increase, the role of hotels is changing. Once primarily focused on providing lodging, hotels are now being utilized as multifunctional spaces for networking, business meetings, content creation, and VIP hosting.
Events like KISF, which bring together content companies, investors, and producers, highlight the importance of interactions that occur in the spaces where participants stay, rather than just in the event venues themselves. Consequently, hotels and convention facilities in Busan are increasingly seen as essential infrastructure supporting the local industry ecosystem, moving beyond mere tourist accommodations.
* This article has been translated by AI.
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