Klook, a leading experiences platform in the Asia Pacific, has signed a renewed 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 for free independent travellers, and developing smart tourism solutions.

The collaboration aims to make Korea more accessible to international travellers by leveraging Klook's digital platform and KTO's resources. 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 Korean destinations, with bookings for Busan and Jeju increasing by over 50% year-on-year in the first half of 2026. This trend highlights a shift towards experience-led journeys, encouraging travellers to explore beyond major cities.

The partnership will also target Millennial and Gen Z travellers through innovative marketing strategies. Klook's Kreator Programme, a community of over 30,000 creators, plays a crucial role in influencing travel decisions through social media. CS Soong, Vice President of Corporate Development at Klook, noted, "Working closely with KTO allows us to combine digital access, traveller insights, and destination storytelling to create meaningful ways for travellers to experience Korea."

Building on previous initiatives, the renewed MoU aims to further improve travel convenience and promote balanced visitor flows across Korea, utilising social media, AI, and digital technologies

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