Klook and the Korea Tourism Organization (KTO) have renewed their partnership to promote regional travel across South Korea while supporting the digital transformation of the country’s tourism sector.
The memorandum of understanding focuses on four areas: digitalising tourism products and businesses, promoting destinations beyond Seoul, developing marketing campaigns for free independent travellers (FIT), and building smart tourism solutions using traveller insights and AI.
The renewed partnership comes as demand for regional destinations continues to grow. Klook said bookings for Busan and Jeju increased by more than 50 per cent year on year in the first half of 2026, outpacing the national average.
According to Klook’s latest Travel Pulse report, 73 per cent of Asia-Pacific travellers would visit a lesser-known destination to attend a local event, festival or activity, while almost 80 per cent have chosen destinations after seeing them trend on social media.
Under the agreement, Klook and KTO will work together to promote a wider range of tourism experiences across South Korea, raise awareness of emerging destinations and encourage a more even distribution of visitors.
The partners will also develop marketing campaigns and tourism products across multiple source markets, including China, Hong Kong, Taiwan, South-east Asia, Japan, the US and Europe.
The collaboration builds on earlier initiatives launched in 2023 to improve transport access for international visitors. These include a real-time express bus booking service developed with the Korea Express Bus Lines Association and Tmoney, as well as a real-time KORAIL rail booking service introduced on Klook in April 2026.
Sunghyeuck Park, president and CEO, KTO, said: “Through this partnership with Klook, we aim to make it even easier for international travellers to discover more of Korea, while supporting local tourism businesses in adapting to changing traveller needs.”
CS Soong, vice president of corporate development at Klook, added: “South Korea is already one of the most exciting destinations for international travellers, but there is still a huge opportunity to help visitors discover more of the country, from major cities to emerging regional destinations.
“Working closely with KTO allows us to combine digital access, traveller insights, and destination storytelling to create meaningful ways for travellers to experience South Korea.”
