The Korea Tourism Organization (KTO) has decided to renew its partnership with AVIAREPS, the largest global tourism and aviation representative with an extensive international network. The renewal comes at a time when interest in the destination is growing among both travellers and the travel industry, while improved flight connections and the removal of visa requirements make the country more accessible.
The ongoing assignment means that AVIAREPS will continue to be responsible for marketing and PR for South Korea in the Swedish market. The collaboration builds on the positive results achieved in recent years, where targeted PR efforts, industry activities, marketing, and strategic communication have contributed to increased awareness of South Korea as a travel destination.
Between 2024 and 2025, the number of visitors from the Nordic countries to South Korea increased by approximately 18%, which clearly reflects a growing interest in the country as a travel destination in the region. At the same time, the travel industry is demonstrating a strong and growing commitment to the destination. South Korea continues to gain ground in the Nordic market and is attracting increasing attention, not least amongst younger target groups, where the country has become a clear trend destination. The country’s unique combination of modern culture, historical attractions, nature experiences and gastronomy makes it an appealing and exciting destination.
Furthermore, accessibility has significantly improved thanks to the new direct route between Copenhagen and Seoul, launched by SAS in September 2025. The route is the first scheduled direct connection between Scandinavia and South Korea and operates several times a week. At the same time, the South Korean government has extended the temporary exemption from the Korea Electronic Travel Authorisation (K-ETA) entry requirement until 31 December 2026. This means that travellers from visa-exempt countries can enter South Korea without applying for a K-ETA during this period.
Over the coming year, the Korea Tourism Organization (KTO) and AVIAREPS are planning a series of activities aimed at both the travel industry and media in both Sweden and Denmark. These initiatives are intended to strengthen cooperation between Nordic and South Korean stakeholders, while simultaneously inspiring more travellers to discover the country's culture, nature, and gastronomy. The renewed collaboration will help to further develop South Korea's position as an attractive destination for Nordic travellers.
