Klook, a leading experiences platform in the Asia Pacific, has signed a new Memorandum of Understanding (MoU) with the Korea Tourism Organisation (KTO) to enhance Korean tourism over the next two years. The partnership focuses on digital transformation, promoting regional destinations, launching marketing campaigns, and developing smart tourism solutions.
The collaboration seeks to make Korean tourism more accessible to international travellers by leveraging Klook's digital platform and insights. Sunghyeuck Park, President and CEO of KTO, stated, "Through this partnership with Klook, we aim to make it even easier for international travellers to discover more of Korea whilst supporting local tourism businesses in adapting to changing traveller needs."
Klook's data indicates a growing interest in regional destinations such as Busan and Jeju, with bookings increasing by over 50% year-on-year in the first half of 2026. This trend reflects a shift towards experience-led journeys, with 73% of Asia Pacific travellers expressing interest in visiting lesser-known cities for unique local events.
The partnership will also target Millennial and Gen Z travellers through Klook's innovative marketing strategies, including the Klook Kreator Programme, which has generated over 18 billion views. CS Soong, Vice President of Corporate Development at Klook, emphasised the potential to help visitors discover more of Korea, stating, "This partnership will help more Korean tourism businesses connect with international travellers and participate in the growth of the tourism economy."
Building on previous initiatives, the renewed MoU aims to further enhance travel convenience and promote balanced visitor flows across Korea, utilising social media, AI, and digital technologies
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