The agency will be responsible for trade and public relations strategies to drive the destination’s growth in the Spanish market.
The Korea Tourism Organisation has chosen KLEBER GROUP to implement its trade marketing and public relations strategy in the Spanish market. This partnership aims to raise awareness of South Korea in Spain, as well as to encourage Spanish travellers to visit the country by developing strategic alliances with the tourism industry.
With over 30 years’ experience in global communications, and offices in key European hubs – Madrid, Zurich, Frankfurt, Munich, London, Kraków and Cape Town – KLEBER GROUP has extensive experience and expertise in the tourism, luxury and lifestyle sectors, with clients including Taiwan, the Cayman Islands, Angola and Lithuania, amongst others. As part of its remit for the Korea Tourism Organisation, the agency will work on training and activating the trade channel, including organising initiatives for travel agents aimed at creating new itineraries and strengthening the distribution network in Spain. These initiatives will be complemented by a communication strategy designed to raise the profile of the destination’s tourism offering and its main new developments.
Korea has established itself as one of the most dynamic destinations globally, driven by the boom in K-pop, Korean cinema and TV series (K-drama), cosmetics (K-beauty) and a cuisine that is increasingly recognised internationally. In this context, Spain is positioned as a market with high potential, in line with the growing interest in faraway destinations and authentic cultural experiences. In 2025, a total of 59,134 Spaniards travelled to Korea, representing a 25.7% increase on the previous year, reflecting the strong dynamism of this market.
Jung Sunhwa, Director of the Korea Tourism Organisation, said “I am very excited to be working with KLEBER GROUP to promote tourism to Korea in the Spanish market. Korea combines a rich cultural heritage with vibrant modernity, offering a unique travel experience: from historic palaces, UNESCO World Heritage sites and spectacular natural landscapes, to lively cities and trends such as K-Food, K-Beauty and K-POP. Furthermore, its excellent transport network, high level of safety and the hospitality of its people make travelling around Korea particularly easy and appealing. We are confident that this collaboration with partners in the Spanish tourism industry will help position Korea as a must-visit destination in Asia.”
For her part, Julia Kleber, CEO of KLEBER GROUP, adds “We are delighted to add Korea to our portfolio. Spain is a key market where the growing interest in its culture can translate into longer stays, more varied itineraries and greater economic impact. Our approach is based on stimulating the trade, generating visibility and converting that interest into actual demand.”
About the KOREA TOURISM ORGANISATION
The Korea Tourism Organisation is the official body responsible for promoting South Korea as a tourist destination internationally. Under the Ministry of Culture, Sports and Tourism, it leads the development and global promotion of the country’s tourism sector, driving international marketing initiatives linked to Korean culture, developing digitalisation and innovation initiatives to enhance the traveller’s experience, and working on the creation and promotion of tourism content in various target markets. It also collaborates closely with various stakeholders in the sector to strengthen a competitive and sustainable tourism ecosystem.
More information about South Korea: https://spanish.visitkorea.or.kr/svc/main/index.do
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Source: KLEBER Group