BTS's concert in Busan has attracted foreign tourists, significantly boosting both tourism and spending in the region. Fans visiting Busan for the concert increased their spending on accommodations, transportation, and local attractions, as well as at traditional markets and local businesses, creating a demand for extended tourism.
On June 19, travel and ticket platform NOL Universe and the foreigner-exclusive payment platform Wowpass reported that during the K-pop concert period in June, foreign tourists' purchases of tourism products and on-site payments in Busan saw a simultaneous increase.
◆ Spending Spreads Beyond the Concert Venue to Tourist Attractions and Traditional Markets
Analysis of Wowpass payment data revealed that during the second week of June (7-13), when the BTS World Tour 'ARIRANG' concert took place, foreign spending in Busan surged by 117% compared to the previous week, and by 242% compared to the same period last year.
The increase in spending was particularly pronounced around the concert venue. In Yeonje District, where the Busan Asiad Main Stadium is located, payments rose by an astonishing 1,495% from the previous week. Nearby districts also saw significant increases: Dongnae District (414%), Nam District (358%), Geumjeong District (258%), and Dong District (266%).
Tourist spending extended beyond the concert venue to major tourist areas such as Haeundae, Seomyeon, and Nampo-dong. Payments at Jagalchi Market increased by 26%, while the International Market and Gwangbok-ro area saw a 32% rise. Overall spending in the Nampo-dong tourist area increased by 33%, indicating a flow of consumer spending into traditional markets and local businesses.
Among nationalities, the increase in Japanese tourists was particularly notable. During the concert period, spending by Japanese tourists rose by 188% compared to the previous week and by 448% year-on-year. This surge is attributed to the concert coinciding with BTS's debut anniversary 'FESTA' on June 13, drawing many Japanese fans to Busan.
◆ Concert-goers Combine Attendance with Travel, Confirming Extended Tourism Impact
The NOL World platform, targeting foreign tourists, also confirmed a consumption pattern combining concerts and tourism.
In June, the number of tourism product purchases in Busan increased fourfold compared to the previous month. The average number of products purchased per foreign visitor was 2.6, suggesting that many visitors traveled with friends or family.
Notably, the ratio of concert ticket buyers who also booked local tours and activities was about twice the overall average. Shuttle services from Seoul to the concert venue, customized day tours for fans, and high-magnification smartphone camera rentals recorded high usage rates. Additionally, purchases of tickets for the Busan Blue Line Park beach train increased by 135% compared to the previous month.
Earlier, NOL Universe collaborated with the Busan Tourism Organization to launch public accommodation packages, which sold out shortly after their release. The cumulative number of visitors for Busan's specialized tourism promotions has surpassed 100,000.
This case illustrates how K-pop concerts have evolved from mere cultural events to key drivers of local tourism. Tourists drawn to the region by the concert are expanding their spending on accommodations, transportation, attractions, and shopping, indicating that such content is emerging as a new engine for revitalizing local tourism.
* This article has been translated by AI.
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