CS Soong, head of strategy at Klook (right), and Korea Tourism Organization President Park Sung-hyuk (left) pose for a photo marking the MOU signing. [Klook]
CS Soong, head of strategy at Klook (right), and Korea Tourism Organization President Park Sung-hyuk (left) pose for a photo marking the MOU signing. [Klook]

Klook has extended its partnership with the Korea Tourism Organization to jointly develop regional tourism products and attract more international visitors to South Korea. The renewed agreement focuses on spreading tourism demand beyond Seoul to destinations across the country.

The global travel platform announced Thursday that it had extended its memorandum of understanding with the Korea Tourism Organization (KTO) by two years. Klook first signed an MOU with the KTO in 2020 and has since pursued collaborative projects to promote South Korea's tourism industry.

The renewed MOU centers on four areas: supporting the digital transformation of Korean tourism products and travel companies; discovering and promoting regional destinations across the country; developing marketing campaigns and product promotions targeting Free Independent Travel (FIT) tourists; and improving the visitor experience and supporting sustainable tourism growth through smart tourism solutions, including traveler trend analysis and AI-based tools. The two organizations plan to work together to uncover lesser-known regional attractions and encourage a more geographically balanced flow of inbound tourists nationwide.

"Through our collaboration with the Korea Tourism Organization, we plan to combine our digital platform, traveler insights and local storytelling to offer visitors a richer experience of Korea," said CS Soong, head of strategy at Klook. "We hope this partnership will help more Korean tourism businesses connect with international travelers and contribute to the continued growth of Korea's tourism industry."

According to Klook data, demand among visitors to South Korea is gradually shifting toward regional cities. Bookings for Busan and Jeju in the first half of 2026 rose more than 50 percent year-on-year, outpacing the national average. The two organizations plan to jointly run tailored marketing campaigns and product promotions that reflect demand from overseas markets and the preferences of FIT tourists.

"Korea continues to draw steady attention from travelers worldwide, thanks to its rich culture, vibrant cities and diverse regional attractions," KTO President Park Sung-hyuk said. "Through our partnership with Klook, we will make it easier and more convenient for international visitors to experience all that Korea has to offer, and we will actively support regional tourism businesses in line with evolving travel demand."

Meanwhile, Klook signed a separate MOU with the KTO in 2023 to improve domestic transportation access for foreign tourists, partnering with the Korea Express Bus Lines Association and T-money to launch a real-time intercity bus booking service. In April, it also teamed up with Korail to release a real-time train booking service that allows foreign tourists to check schedules and seat availability and use digital tickets.


terry@heraldcorp.com