Klook, the Asia Pacific-based experiences platform, has formalised a renewed Memorandum of Understanding (MoU) with the Korea Tourism Organisation (KTO) to strengthen inbound tourism to South Korea over the next two years. The agreement, signed by Sunghyeuck Park, President and CEO of KTO, and CS Soong, Vice President of Corporate Development at Klook, builds on earlier collaborations and aims to accelerate digital adoption across the country's tourism sector.
Digital Transformation and Regional Focus
The partnership will prioritise digital transformation for Korean tourism businesses, using Klook's platform and data analytics to make travel more accessible for international visitors. A key element is the promotion of regional destinations beyond Seoul. Klook's internal data shows bookings for Busan and Jeju surged over 50% year-on-year in the first half of 2026, reflecting a broader shift toward experience-led travel. According to Klook, 73% of Asia Pacific travellers now express interest in visiting lesser-known cities for unique local events.
To capitalise on this trend, the MoU includes joint marketing campaigns targeting Millennial and Gen Z travellers. Klook's Kreator Programme, which has generated over 18 billion views, will be leveraged to showcase regional attractions. The initiative also incorporates smart tourism solutions, utilising social media, artificial intelligence, and digital technologies to improve travel convenience and manage visitor flows more evenly across the country.
“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,” said Sunghyeuck Park, President and CEO of KTO.
CS Soong added, “This partnership will help more Korean tourism businesses connect with international travellers and participate in the growth of the tourism economy.”
The renewed agreement comes as South Korea continues to recover its inbound tourism numbers, with KTO and Klook focusing on sustainable growth. For travel industry professionals, the partnership signals a deeper integration of digital platforms into destination marketing strategies. Similar collaborations are emerging across the region, such as the Klook and Korea Tourism Organisation Renew Pact to Boost Regional Travel and Digital Innovation.
For hoteliers, tour operators, and travel agents, the emphasis on regional destinations opens new opportunities for product development. Busan's coastal attractions and Jeju's volcanic landscapes are already seeing increased demand, and the partnership aims to further diversify itineraries. Airlines serving Incheon, Gimhae, and Jeju airports may also benefit from balanced visitor flows.
The MoU also highlights the growing role of travel-tech vendors in shaping consumer behaviour. Klook's data-driven approach, combined with KTO's promotional reach, provides a model for other national tourism organisations looking to modernise their marketing. As the travel industry increasingly relies on digital channels, such partnerships are likely to become more common.
For MICE planners, the focus on regional destinations could lead to new event venues and incentive travel options outside Seoul. The partnership's use of AI and social media also offers lessons for engaging younger demographics in business travel contexts.
Overall, the renewed Klook-KTO agreement represents a strategic move to balance tourism growth with digital innovation, ensuring that Korea remains competitive in the global travel market. Travel professionals should monitor how these initiatives translate into booking patterns and infrastructure investments over the next two years.
