The Korea Times
For the global fandom of BTS, all roads lead to Busan this June. But Korean tourism officials are betting that the journey won’t end there. The state-run Korea Tourism Organization (KTO) announced Thursday a sweeping campaign to leverage the upcoming BTS "The City" events in Busan, transforming a weekend of pop music into a monthlong regional economic boost. The initiative, timed around the group's concerts on June 12 and 13, aims to redirect the massive influx of international visitors toward under-visited destinations beyond the coastal metropolis. Partnering with domestic tech giant Naver and major global travel platforms, KTO is rolling out "BE LOCAL," a digital push that highlights lesser-known hot spots via English-language mapping and curated travel packages. Traditional tour itineraries — long anchored around Seoul and the alpine heights of Pyeongchang — are being aggressively redrawn by local operators like Hanatour ITC to feature Busan and its neighboring provinces. "Major Hallyu events present the ultimate window to guide incoming visitors toward regional Korea," said H
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