Wego, the MENA-based online travel marketplace, has announced a new phase of its partnership with the Korea Tourism Organization (KTO), targeting travellers across the Middle East and North Africa with campaigns designed to broaden how Korea is understood as a destination.
The collaboration will combine KTO’s destination expertise with Wego’s regional platform, producing digital campaigns, editorial content and travel planning tools aimed at helping MENA travellers explore parts of Korea that sit outside the standard tourist circuit. Flight and accommodation search will be integrated into the experience.
The campaign draws on the well-documented appetite for Korean culture across the region, using that familiarity as a starting point rather than the whole story. Travellers interested in Korean dramas and entertainment are steered toward Seoul’s creative districts and shopping streets. Those drawn to history are pointed toward the capital’s palaces or the Silla-era sites of Gyeongju. Busan is pitched for its coastal neighbourhoods and seafood markets, Jeju Island for its volcanic terrain and walking trails.
“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 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. 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,” Mamoun Hmidan, Chief Business Officer at Wego said in a statement.
Sae-hyeong Son, Regional Director at KTO’s Dubai office, said the partnership aims to build on existing cultural connections. “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.”
The campaign will also highlight Korea’s seasonal variety, from spring cherry blossoms to autumn foliage and winter mountain retreats. The Korea Grand Sale, running from December 23, 2026 to February 13, 2027, will offer international visitors shopping and travel-related benefits at participating businesses.
