Busan is rapidly cementing its position as a preeminent global healthcare destination, having transcended the post-pandemic recovery phase to enter a period of unprecedented expansion in its medical tourism sector. The city’s remarkable achievement of attracting over 70,000 international patients for the first time marks a pivotal moment, propelling it to the second-highest ranking nationwide. This significant milestone underscores Busan’s burgeoning potential as a convergence industry that seamlessly integrates high-quality healthcare with compelling tourism experiences, making it a key player in cross-border healthcare.

Quantitative Growth and Strategic Implications

Data released by Busan Metropolitan City reveals a compelling narrative of growth. In 2025, a staggering 75,879 foreign medical tourists sought care within the city, representing an impressive 151.5% increase from the 30,165 recorded just a year prior. This figure not only signifies an all-time high but also dramatically surpasses the pre-pandemic peak of 19,748 international patients observed in 2019 by more than threefold. From an analytical perspective, this surge is not merely a rebound; it indicates a fundamental shift, suggesting that Busan has successfully established a robust structural foundation capable of sustaining long-term growth in patient travel.

The trajectory of international patient arrivals in Busan illustrates a profound acceleration. Starting from 12,912 in 2023, the numbers escalated to 30,000 in 2024, culminating in over 70,000 by 2025. This pattern, in our view, signifies a transition from incremental “staircase growth” to an explosive “leap-forward growth” trajectory, positioning Busan as a formidable healthcare destination on the global stage.

National Standing and Competitive Edge

Busan’s enhanced performance has translated directly into a more prominent national standing within the competitive landscape of medical tourism. The city advanced from third place in 2024 to secure the second-highest position nationwide in 2025, a first-ever achievement. Furthermore, Busan has consistently maintained its leadership among non-capital regions for two consecutive years. This consistent upward mobility reflects the city’s strategic focus on elevating its international patient care services and infrastructure, distinguishing it as a premier choice for cross-border healthcare.

Diversifying Patient Demographics and Market Reach

An examination of patient origins highlights Busan’s expanding global footprint. Taiwan emerged as the largest source market, contributing 37.4% of all international patients, closely followed by Japan at 22.2%, China at 15%, Russia at 4%, the United States at 3.7%, and Thailand at 2.7%. Our analysis suggests that the demand for medical tourism in Busan has experienced particularly sharp growth across East Asia. The substantial increases from key markets such as Taiwan (up 293% from 2024), China (up 219%), Japan (up 129%), and Thailand (up 105%) are indicative of a successful market diversification strategy, significantly broadening Busan’s base of international patients. This expansion solidifies Busan’s reputation as a top healthcare destination for patients seeking quality of care in the region.

Strategic Underpinnings of Success

This remarkable growth is not accidental but rather the outcome of a meticulously planned and systematically executed recruitment strategy, characterized by robust public-private cooperation. The city government has proactively implemented a comprehensive suite of policies aimed at bolstering its medical tourism appeal. These initiatives include:

  • Designating high-performing medical institutions specifically for their capabilities in attracting international patients.
  • Fostering joint promotional activities to amplify Busan’s visibility as a healthcare destination.
  • Continuously improving the international medical reception infrastructure to ensure a seamless patient travel experience.
  • Implementing country-specific targeted marketing campaigns to resonate with diverse international patient demographics.
  • Organizing briefings and familiarization tours for overseas buyers, showcasing the city’s advanced medical facilities and wellness tourism offerings.
  • Developing region-specific specialized projects tailored to unique market demands.

In our expert opinion, these concerted efforts demonstrate a sophisticated understanding of the global healthcare market and a commitment to providing an unparalleled quality of care for international patients.

Economic Impact and Value Proposition

The substantial economic ripple effect generated by medical tourism is another compelling aspect drawing considerable attention. On average, a medical tourist expends approximately 8.11 million won per visit, a figure that is roughly four times higher than the 2.05 million won spent by a general tourist. This disparity decisively underscores the sector’s profound impact on the local economy, positioning medical tourism as a high-value-added, stay-based industry. For a city like Busan, investing in health tourism translates directly into enhanced local revenue streams and job creation, reinforcing its strategic importance beyond just healthcare provision.

Future Vision: Sustaining Momentum and Elevating the Patient Experience

To ensure this impressive momentum continues, Busan Metropolitan City is poised to unveil a comprehensive “Basic Plan for Revitalizing Medical Tourism” this year, backed by a significant investment of 2.4 billion won. At the heart of this forward-looking policy is an advanced upgrade strategy, primarily focused on delivering highly customized medical services. The city aims to elevate the overall quality of its medical tourism offerings through three core strategic pillars:

  1. Strengthening the Medical Tourism Industry Ecosystem (Flow): This involves optimizing the entire patient journey, from initial inquiry to post-treatment follow-up, ensuring efficiency and seamless coordination across all touchpoints in the cross-border healthcare continuum.
  2. Securing Competitiveness in Medical-Tourism Convergence (Identity): By integrating advanced medical treatments with unique tourism and wellness tourism experiences, Busan seeks to forge a distinctive identity that stands out in the global healthcare market.
  3. Branding Busan as a Global Destination (Trust): This pillar focuses on building international recognition and trust in Busan’s capabilities as a leading healthcare destination, emphasizing its quality of care and patient-centric approach.

These strategic initiatives, in our assessment, are designed to not only sustain but accelerate Busan’s trajectory as a premier destination for international patient care.

Acting Busan Mayor Kim Kyung-deok articulated the city’s ambitious outlook, stating, “We expect to reach our goal of attracting 100,000 medical tourists to Busan by 2030 ahead of schedule.” He further emphasized the city’s commitment to innovation, adding, “We will work to build a high-value-added convergence medical tourism model that combines treatment and tourism, leading to tangible revitalization of the local economy.” This vision clearly positions Busan at the forefront of evolving global healthcare trends, aiming to create a holistic patient travel experience.

Bottom Line

Busan’s recent performance in the medical tourism sector is a testament to its strategic planning and operational excellence. The city’s ascent to a top national ranking and its significant growth in international patient numbers underscore several critical takeaways for the global healthcare industry:

  1. Strategic Investment Yields Results: The substantial public-private investment and systematic policy implementation by the city government have demonstrably propelled Busan into a leading healthcare destination.
  2. High-Value Economic Impact: Medical tourism represents a significantly more lucrative segment than general tourism, offering a powerful engine for local economic revitalization and a compelling argument for continued investment in patient travel infrastructure.
  3. Diversified Market Focus: By successfully attracting a broad base of international patients, particularly from East Asia, Busan has mitigated reliance on a single market, enhancing its resilience and long-term growth prospects in cross-border healthcare.
  4. Commitment to Quality and Innovation: The forthcoming “Basic Plan for Revitalizing Medical Tourism” signals Busan’s dedication to continuous improvement, customized care, and the integration of wellness tourism, ensuring its competitiveness in the evolving global healthcare landscape.

The news signal for this article was referred from: https://en.sedaily.com/society/2026/05/04/busan-medical-tourism-tops-70000-rises-to-no-2-nationwide