Wego and the Korea Tourism Organisation (KTO) have launched a new phase of their collaboration to promote South Korea as a diverse travel destination for visitors from the Middle East and North Africa (MENA), encouraging travellers to explore beyond the country's most popular attractions.

The partnership aims to showcase Korea's varied tourism experiences, from locations popularised by Korean dramas and contemporary culture to historic towns, coastal destinations, traditional markets and natural landscapes.

Through the campaign, the partners will highlight different travel experiences suited to a range of interests, including entertainment, shopping, food, history and outdoor activities.

Mamoun Hmidan, Chief Business Officer at Wego, said: "Korea has become an increasingly appealing destination for travellers, thanks to its diverse tourism experiences and the global popularity of its culture. Through our partnership with the Korea Tourism Organisation, we aim to introduce travellers across the Middle East and North Africa to new sides of the country, encouraging them to explore destinations and experiences beyond the traditional tourist attractions. Working with KTO allows us to combine destination knowledge with the travel choices available on Wego and make more of Korea visible to travellers across MENA."

The campaign will feature destination-focused digital initiatives, editorial storytelling and travel-planning content tailored to regional audiences. Wego will also provide access to flight and accommodation options, allowing travellers to compare choices and plan their trips.

Showcasing Korea Beyond Seoul

The collaboration will highlight destinations across South Korea, encouraging visitors to explore beyond the capital.

In Seoul, travellers can discover creative neighbourhoods, cafés, shopping districts and historic palaces. Those interested in Korean heritage can also visit Gyeongju, known for its Silla-era historical sites.

Busan offers coastal experiences through its beaches, neighbourhoods and seafood markets, while Jeju Island provides opportunities to explore volcanic landscapes and scenic walking trails.

Sae-hyeong Son, Regional Director of the Korea Tourism Organisation Dubai Office, commented: "For many travellers, their first connection with Korea comes through its food, music, television or beauty culture. We want to build on that familiarity by introducing the places, traditions and everyday experiences that give Korea its character. Through our continued collaboration with Wego, we can present a wider picture of the country to audiences across the Middle East and North Africa, encouraging them to explore different regions and discover experiences that feel personal to them."

Seasonal Tourism and Shopping Opportunities

The campaign will also highlight Korea's seasonal attractions, offering travellers different experiences throughout the year.

Autumn brings colourful landscapes and opportunities for outdoor activities, while winter offers mountain retreats, snow activities and seasonal city experiences.

The Korea Grand Sale, scheduled to run from 23 December 2026 to 13 February 2027, will provide international visitors with shopping, cultural and travel-related benefits across participating businesses.

Spring attracts visitors with cherry blossoms across parks and historic locations, while warmer months offer opportunities to explore coastal destinations and the country's islands.

Through the expanded partnership, Wego and KTO aim to combine destination expertise with regional digital reach, raising awareness of Korea's tourism offering and encouraging MENA travellers to explore more of the country. -TradeArabia News Service