Klook and the Korea Tourism Organization (KTO) have renewed their strategic partnership, signing a new Memorandum of Understanding (MoU) to accelerate digital tourism innovation, promote Korea’s regional destinations, and enhance travel experiences through AI-powered solutions.
The renewed agreement focuses on four key priorities:
- Supporting the digital transformation of Korean tourism products and businesses.
- Discovering and promoting regional destinations across South Korea.
- Launching innovative marketing campaigns and product promotions for free independent travelers (FITs).
- Developing smart tourism solutions, including traveler trend analysis and AI-driven tools, to improve visitor experiences and support sustainable tourism growth.
“Korea continues to capture the imagination of travelers around the world, driven by its rich culture, vibrant cities, and diverse regional destinations,” said Sunghyeuck Park, President and CEO of the Korea Tourism Organization.
“Through this partnership with Klook, we aim to make it even easier for international travelers to discover more of Korea while supporting local tourism businesses in adapting to changing traveler needs.”
He added that combining KTO’s industry resources with Klook’s digital platform and traveler insights would create new opportunities for Korea’s tourism sector.
Regional destinations drive Korea’s tourism growth
Although Seoul remains Korea’s primary gateway, Klook data indicates growing demand for regional destinations. Bookings for Busan and Jeju increased by more than 50% year-on-year during the first half of 2026, outperforming the national average.
Klook’s latest Travel Pulse report also revealed that 73% of Asia-Pacific travelers would visit a lesser-known destination specifically to experience a unique local event, festival, or activity.
The findings suggest that travelers are increasingly planning experience-led journeys rather than traditional destination-focused itineraries. Consequently, more visitors are venturing beyond major cities in search of authentic local experiences.
Through the renewed MoU, Klook and KTO will work together to showcase a broader range of tourism experiences, raise international awareness of emerging destinations, and encourage more balanced visitor flows across South Korea.
Targeting Millennials and Gen Z through digital marketing
Klook’s audience for Korea extends well beyond Asia-Pacific, with strong demand from Mainland China, Hong Kong, Taiwan, Southeast Asia, Japan, the United States, and Europe.
The company’s marketing ecosystem combines its booking platform, traveler insights, and creator network to reach international audiences effectively.
One of its key initiatives, the Klook Kreator Program, has grown into one of the world’s largest travel creator communities, bringing together more than 30,000 creators across 88 markets. Collectively, their content has generated over 1.8 billion views.
According to Klook’s Travel Pulse survey, nearly 80% of respondents said they had visited a destination and booked experiences because they were trending on social media.
“Korea is already one of the most exciting destinations for international travelers, but there is still a huge opportunity to help visitors discover more of the country, from major cities to emerging regional destinations,” said CS Soong, Vice President of Corporate Development at Klook.
“Working closely with KTO allows us to combine digital access, traveler insights, and destination storytelling to create meaningful ways for travelers to experience Korea. At the same time, this partnership will help more Korean tourism businesses connect with international travelers and participate in the growth of the tourism economy.”
The two organizations will jointly roll out marketing campaigns and promotional offers across multiple source markets, tailoring them to independent travelers and market-specific demand trends.
Building on three years of collaboration
The new agreement builds on previous initiatives designed to improve travel accessibility for international visitors.
In 2023, Klook and KTO signed an MoU to enhance domestic transportation for overseas travelers. That collaboration resulted in a real-time express bus booking service, developed with the Korea Express Bus Lines Association and Tmoney.
More recently, in April 2026, Klook introduced a real-time KORAIL booking service, allowing international travelers to check schedules, view seat availability, purchase tickets instantly through the Klook platform, and board trains using digital vouchers.
The renewed partnership will continue strengthening Korea’s tourism infrastructure while supporting regional discovery, balanced tourism development, and future innovations powered by artificial intelligence, social media, and digital technologies.
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