Wego and the Korea Tourism Organization (KTO) have launched a new phase of their partnership aimed at steering Middle East and North Africa travellers beyond Seoul, to destinations such as Gyeongju, Busan and Jeju.
The campaign will run destination-focused digital campaigns, editorial content and trip-planning material tailored to MENA audiences, with Wego linking the inspiration to flight and hotel options on its platform.
It pitches Korea as a country with several itineraries rather than one. Fans of Korean entertainment are pointed to Seoul’s creative districts, cafés and shopping streets, while history-minded travellers are steered to the capital’s palaces and to Gyeongju, the former Silla capital. Busan is sold on its coastal neighbourhoods, beaches and seafood markets, and Jeju on its volcanic landscapes and walking trails.
“Through our partnership with the Korea Tourism Organization, 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,” said Mamoun Hmidan, Chief Business Officer at Wego.
Sae-hyeong Son, Regional Director of KTO’s Dubai office, said many travellers first connect with Korea 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,” he said.
The campaign also leans on seasonality, from autumn foliage and winter mountain retreats to spring cherry blossoms and summer island trips. The Korea Grand Sale, which runs from 23 December 2026 to 13 February 2027, will offer international visitors shopping, cultural and travel benefits.
Wego, which is headquartered in Singapore and Dubai, has become a go-to partner for tourism boards targeting Gulf and wider MENA travellers, having recently run campaigns with DCT Abu Dhabi and the Saudi Tourism Authority.
Korea’s regions are pushing harder for international visitors. ET has looked at why trips to Korea should start beyond Seoul, Gwangju is courting American travellers, and Gangwon is training officials in crisis management with PATA. Travel data from Traveloka also shows rising Southeast Asian demand for Jeju.
