CreatripTeam

A Consumer Insights survey of 17,229 Korean adults who took at least one overnight domestic summer trip (June–August) ranked Busan highest in overall satisfaction this year (722 points), narrowly ahead of Gangwon Province (715) and Jeju Province (714). Busan led in recommendation intent and scored highly for food, attractions, and coastal views; city access and popular restaurants drove its appeal despite long waits and use of remote queuing (a "waiting app"). Gangwon remains popular for natural scenery but saw declines in comfort and cleanliness due to heat and crowding. Jeju rebounded to third after two weaker years amid complaints about high prices and occasional overcharging, though it still ranks first for sights and relaxation. Seoul, Jeonbuk, and Gyeongbuk also ranked above the national average, while Ulsan fell to last. Travel participation hit a low since 2022 (66.9%), as economic strain, heat waves, and rainy season shortened trips. The survey noted a shift toward urban, experiential activities—food, museums, art—while pure nature viewing and rest declined, suggesting destinations with better infrastructure and stay-focused content will be more competitive.