釜山与 Agoda 合作一周年：截至 8 月迎国际游客约 343 万人，全球城市旅游峰会 10 月 26 日开幕
釜山消息：据 Agoda 10 月 26 日发布的公告，数字旅游平台 Agoda 与釜山广域市迎来战略合作一周年；合作帮助韩国第二大城市釜山吸引首次到访的国际游客。韩国正把旅游业作为"核心国家战略产业"，目标为到 2029 年每年吸引 3,000 万外国游客；釜山截至 2026 年 8 月已接待约 343 万名国际游客，并把更长停留、更高消费与更可持续的旅游生态作为战略重点。
合作一周年之际，釜山正于 10 月 26 日至 28 日主办第二届全球城市旅游峰会，Agoda 北亚高级总监杰伊·李将在首日发表主旨演讲。峰会由釜山广域市、世界城市旅游振兴机构（TPO）与釜山观光公社共同主办与组织，并得到韩国文化体育观光部与联合国旅游组织的支持，汇集世界各城市与旅游业代表，探讨地方旅游合作与可持续城市旅游发展。
Agoda 与釜山的合作于 2025 年 10 月签署谅解备忘录正式确立，Agoda 担任该市入境旅游目标的技术与数据伙伴。2026 年 4 月至 8 月的活动期间，Agoda 记录的釜山搜索量较活动启动前 140 天增长 77%。Agoda 的洞察显示，通过该活动预订釜山的旅客中，40% 为首次到访韩国，另有 28% 为韩国回头客、但首次发现釜山；中国台湾、日本与中国大陆为前三大客源市场。釜山还成为 Agoda 旗舰计划的首个合作伙伴，该计划把平台的全球覆盖与城市的地方旅游资产结合为一体化的常态活动。
杰伊·李说："合作一年后，我们看到更多旅客发现釜山，其中越来越多人是首次到访，釜山自己的 Agoda 旗舰店势头强劲。令人兴奋的是，这展示了当城市旅游战略与数字平台能力指向同一方向时会发生什么。我们现在的重点是让游客在城里停留更久、增加在地消费，并扩大旅客在釜山各区可发现的内容。"
釜山市长 Jeon Jae-soo（按公告英文名）说，釜山的愿景是成为"亚洲第一海洋文化城市"，以海岸线、文化与对外开放为特色；市政府正努力平衡东西部各区的发展、建设高价值旅游产业，并确保增长可持续、惠及本地社区；从以量为导向转向以价值为导向，欢迎停留更久、探索更多的游客。
Agoda and Busan Mark One Year of Partnership: About 3.43 Million International Visitors Through August; Second Global City Tourism Summit Opens October 26
BUSAN — Digital travel platform Agoda and Busan Metropolitan City are marking the one-year anniversary of their strategic partnership, which has helped attract first-time international visitors to Busan, South Korea's second-largest city. The milestone comes as South Korea sharpens its national focus on regional tourism, with the administration describing tourism as a "core national strategic industry" and setting a target of 30 million foreign visitors annually by 2029. Busan has welcomed approximately 3.43 million international visitors through August 2026 and outlined strategic priorities centered on longer stays, higher visitor spending, and building a more sustainable tourism ecosystem.
The partnership milestone comes as Busan hosts the 2nd Global City Tourism Summit from 26 to 28 October, where Jay Lee, Senior Director, North Asia at Agoda, is delivering the keynote address on the first day. Jointly hosted and organized by Busan Metropolitan City, the Tourism Promotion Organization for Global Cities (TPO), and the Busan Tourism Organization (BTO), with support from the Ministry of Culture, Sports and Tourism and UN Tourism, the summit brings together cities and tourism industry representatives from around the world to explore cooperation on local tourism and sustainable urban tourism development.
Agoda and Busan's partnership, formalized through a Memorandum of Understanding (MOU) signed in October 2025, positioned Agoda as a technology and data partner for the city's inbound tourism goals. Over the campaign period from April to August 2026, Agoda recorded a 77% increase in searches compared to the 140 days prior to the campaign launch. Agoda insights reveal that 40% of travelers who booked Busan through the campaign were first-time visitors to South Korea, while another 28% were repeat visitors but were discovering Busan for the first time. Taiwan, Japan, and China ranked as the top three source markets.
Jay Lee, Senior Director, North Asia at Agoda, said: "A year into this partnership, we're seeing more travelers discover Busan, a growing share of them visiting for the first time, and strong momentum behind Busan's own Agoda Flagship Store. What excites us is that this shows what happens when a city's tourism strategy and a digital platform's capabilities are pointed in the same direction. Our priorities now turn to keeping visitors in the city longer, growing in-destination spending, and expanding what travelers can discover across Busan's districts."
Jeon Jae-soo, Mayor, Busan City Government, said: "Busan's vision is to become Asia's No. 1 Marine and Culture City — a destination defined by its coastline, culture, and openness to the world. We are working to balance growth across our eastern and western districts, build high-value tourism industries, and ensure this growth is sustainable and benefits our local communities. As we work toward this vision, we need to move from volume-driven to value-driven growth — welcoming visitors who stay longer and explore more."
来源：GSM·美国（原文链接）
图片来源：图：韩国釜山夜景（资料图）。照片：Sharon Hahn Darlin，CC BY 2.0，经维基共享资源。 / The Busan skyline at night, South Korea (file photo). Photo: Sharon Hahn Darlin, CC BY 2.0, via Wikimedia Commons.
