Agoda has signed a two-year memorandum of understanding with Busan City to promote tourism and support related initiatives. The partnership, the first between Agoda and a local government in South Korea, aims to strengthen Busan’s appeal as an international destination.
Under the agreement, both parties will collaborate on marketing campaigns and tourism activation strategies using Agoda’s media solutions. Planned initiatives include an online content competition to showcase Busan’s attractions.
Busan is known for its beaches, skyline, markets, temples, and cultural sites such as Haeundae Beach, Gwangalli Beach, Jagalchi Market, Haedong Yonggungsa Temple, Taejongdae, and Gamcheon Culture Village. The city hosts annual events including the Busan International Film Festival and Fireworks Festival and has gained recognition for its culinary scene, with several Michelin Guide listings and popular local dishes such as pork soup, fish cakes, milmyeon, and ssiat hotteok.
Andrew Smith, senior vice president, supply at Agoda, said: “We (want) to showcase Busan’s exceptional tourism assets to travellers across the globe. By partnering with Busan City, we aim to accelerate Busan’s move from a domestic favourite to a trending international destination.”
Mayor of Busan Park Heong-joon added: “Partnering with Agoda will help international tourists easily discover and experience Busan’s rich cultural and hidden gems. We will pursue cooperation not only through Agoda’s media solutions but also by leveraging Agoda’s global reach and marketing power.”
