Busan is aggressively repositioning itself as a premier destination for international healthcare, aiming to transform into a global wellness medical tourism hub. By integrating high-finish medical services with the city’s natural and cultural assets, the South Korean coastal metropolis is shifting its strategy toward high-value, “stay-type” tourism that encourages foreign visitors to remain in the city longer for both treatment and recovery.
To spearhead this initiative, the city announced on March 25, 2026, the selection of 14 “Leading Cooperation Medical Institutions for Attracting Foreign Patients” for the 2026 term. This strategic move is designed to diversify the city’s global market reach and establish a robust, public-private cooperation system to enhance the quality and accessibility of Busan wellness medical tourism.
The selection process, which began in January, involved rigorous document reviews and on-site evaluations. Officials assessed candidates based on their international patient infrastructure, the availability of dedicated foreign-language staff, the specialization of their medical fields, and their capacity to link medical treatments with wellness tourism experiences according to city guidelines.
A Diversified Network of Specialized Care
The 14 selected institutions represent a broad spectrum of healthcare providers, ensuring that international patients have access to a wide range of treatments, from complex surgeries to traditional holistic care. The composition of the selected group includes four general hospitals, two general hospitals (specialized), six clinics, and two oriental medicine clinics as detailed in the official selection list.
Among the prominent general hospitals chosen are Daedong Hospital, Sahmyook Busan Hospital, Eunseong Medical Foundation Good Gang-an Hospital, and Inje University Haeundae Paik Hospital. Specialized care is further represented by institutions such as Line-up Dental Hospital and Bright Eye Hospital which focus on dental and ophthalmology services respectively. By including both modern Western medicine and traditional oriental medicine, Busan is positioning itself to appeal to a more diverse set of global health preferences.
Expanding the Global Footprint and Market Diversification
A central pillar of Busan’s new strategy is the diversification of its source markets. While South Korea has traditionally seen high volumes of patients from a few key regions, Busan is now targeting a broader array of strategic markets to reduce dependency and increase its global footprint. The city is specifically focusing its attraction efforts on Southeast Asia, Japan, China, Central Asia, and Mongolia to expand its reach.
To achieve this, the city is moving away from simple, short-term treatment models. Instead, it is promoting “stay-type medical tourism,” which combines medical procedures with extended stays in wellness resorts, cultural excursions, and leisure activities. This approach is intended to increase the economic impact per visitor and improve the overall patient experience by integrating recovery with the city’s rich tourism resources.
Integrated Support and Marketing Infrastructure
The 14 selected institutions will not operate in isolation; they will be the primary partners in a city-led integrated marketing effort. Busan plans to provide a comprehensive support system to help these providers attract and manage international patients more effectively via public-private cooperation.
Key support measures include:
- Customized Product Development: The city will assist in creating wellness and medical tourism packages tailored to the specific needs and cultural preferences of different target countries.
- Priority Global Access: Selected institutions will receive priority participation in overseas promotional briefings and “fam tours” (familiarization tours) for international travel agents and healthcare coordinators.
- Digital Promotion: Busan will leverage global online travel agency (OTA) platforms to run targeted promotions and create multilingual promotional content to increase the visibility of its medical infrastructure to a global audience.
Strategic Impact and Future Outlook
This initiative reflects a broader trend in the Korean tourism industry, where medical and wellness services are viewed as next-generation, high-value-added sectors capable of driving qualitative growth. By linking clinical excellence with wellness tourism, Busan aims to differentiate itself from other regional competitors in Asia.
Na Yun-bin, Director of the Busan Tourism MICE Bureau, emphasized the city’s commitment to the success of these partnerships, stating that the city will function to ensure the 14 selected medical institutions grow into representative “Busan-style” attraction agencies during the implementation phase.
| Category | Number of Institutions | Key Examples/Details |
|---|---|---|
| General Hospitals | 4 | Daedong, Sahmyook Busan, Good Gang-an, Haeundae Paik |
| Specialized Hospitals | 2 | Line-up Dental, Bright Eye |
| Clinics | 6 | Various specialized clinics |
| Oriental Medicine | 2 | Traditional Korean medicine providers |
| Total | 14 | Comprehensive care network |
The next phase of the project will involve the rollout of the customized wellness-medical packages and the commencement of the global digital marketing campaigns. As these institutions begin their joint marketing efforts with the city, the effectiveness of this “hub city” strategy will be measured by the diversification of patient nationalities and the increase in average length of stay for medical tourists.
We invite readers to share their thoughts on the rise of integrated medical wellness tourism in the comments below.