Klook, the Asia-Pacific experiences platform, has signed a renewed Memorandum of Understanding (MoU) with the Korea Tourism Organisation (KTO) to deepen collaboration over the next two years. The agreement, announced by both parties, centres on digital transformation, promoting regional destinations, and developing smart tourism solutions aimed at free independent travellers.
Focus on Regional Destinations and Digital Tools
The renewed partnership builds on previous initiatives to make Korea more accessible to international visitors. Klook's platform data shows a strong shift toward experience-led travel, with bookings for Busan and Jeju rising more than 50% year-on-year in the first half of 2026. This trend underscores a growing appetite among travellers to explore beyond Seoul and other major cities.
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."
The collaboration will leverage Klook's digital ecosystem and KTO's resources to improve travel convenience and promote balanced visitor flows across the country. Social media, artificial intelligence, and other digital technologies will be central to these efforts.
Targeting Millennial and Gen Z Travellers
A key component of the renewed MoU is a focus on Millennial and Gen Z travellers. Klook's Kreator Programme, a community of over 30,000 content creators, will play a pivotal role in influencing travel decisions through social media. The programme aims to combine destination storytelling with traveller insights to create meaningful experiences.
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."
This approach aligns with broader industry trends, as highlighted in APAC Travel Demand Holds Strong as Klook Data Shows 95% of Travelers Keep 2026 Plans, which underscores sustained consumer confidence in the region.
Implications for Travel Industry Stakeholders
For airlines, hoteliers, and tour operators, the renewed partnership signals continued investment in Korea as a destination. The emphasis on regional dispersal could open new opportunities for route development and accommodation partnerships in secondary cities. Travel agents and DMCs may find value in aligning with Klook's platform to reach digitally savvy travellers.
The partnership also reflects a broader push toward smart tourism, a theme echoed in other recent industry collaborations such as WTTC and UNEP Formalize Partnership to Drive Circular Economy and Nature-Positive Tourism, which highlights the growing importance of sustainable and tech-enabled travel solutions.
As Klook and KTO move forward, the travel trade should watch for new marketing campaigns and digital tools that could reshape how Korea is packaged and sold to international audiences. The renewed MoU is a clear signal that both organisations see technology and creator-driven content as essential to capturing the next wave of travellers.
