A conference was held in the municipal offices of Busan, South Korea, to devise strategies using the higher yen and lower won to promote tourism in South Korea. Participating were members of the tourism industries and mass media. The conference was held as part of the Asia Gateway 2011 strategy, a principle of which is that both cities are part of the same region. There was some divergence of opinion, however. Fukuoka City representatives asked their counterparts in Busan to enhance their capabilities to receive tourists. Meanwhile, Busan asked their Fukuoka counterparts to do more to boost tourism, and suggested that the city has not responded quickly enough to changes in the tourism market.