KUALA LUMPUR: AirAsia MOVE (MOVE) has partnered with the Korea Tourism Organization (KTO) to encourage international travellers to visit destinations beyond Seoul and support domestic tourism in South Korea.

In a statement, MOVE said the partnership will focus on destination-led campaigns and travel initiatives aimed at promoting destinations including Busan, Gyeongju, Jeonju, Gangneung and Jeju.

It said the collaboration would combine its regional travel platform with KTO's destination expertise to improve awareness and accessibility of regional destinations in South Korea.

AirAsia MOVE chief executive officer Nadia Omer said the partnership was aimed at encouraging travellers to explore destinations outside the South Korean capital.

“For many of us, South Korea begins with Seoul. But the country’s true soul lies beyond the capital, in destinations like Busan, Gyeongju, Jeonju, Gangneung and Jeju, each offering experiences that leave a lasting impression.

“South Korea has also become a cultural bridge through its stories, music and food, inspiring people across generations to experience the destination for themselves,” she said.

KTO managing director Shin Jung Hun said the organisations would work together on joint marketing campaigns targeting Malaysian and Asean travellers.

He said the partnership would leverage AirAsia's flight network and MOVE's platform to promote destinations across South Korea.

The collaboration comes as South Korea seeks to attract more international visitors to destinations outside its main gateway cities and broaden the economic benefits of tourism to local communities.

To mark the collaboration, MOVE is rolling out a limited-time promotion offering discounts on domestic flights and hotels in South Korea for bookings until Dec 6, 2026, for travel through March 31, 2027.