For many Malaysians heading to South Korea, Seoul is usually the obvious starting point. But a new travel campaign is making the case for going further, with destinations such as Jeju, Busan, Gyeongju, Jeonju and Gangneung being pushed as part of a wider South Korean adventure.
AirAsia MOVE and the Korea Tourism Organization (KTO) have partnered to encourage international travellers to explore beyond the capital, using destination-led campaigns, curated experiences and travel promotions to make regional travel easier to discover.
The idea comes as travellers increasingly look for experiences beyond the usual major-city itinerary, with South Korea offering everything from coastal scenery and island escapes to historic neighbourhoods, local food and communities that give each destination its own character.
Nadia Omer, CEO of AirAsia MOVE, said: “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.
“That shared passion for discovery is what makes our partnership with the Korea Tourism Organization so meaningful. Together, we are inspiring more travellers to look beyond the familiar, uncover the many sides of South Korea, and continue this journey of discovery together.”
Shin Jung Hun, Managing Director of the Korea Tourism Organization, said: “By combining AirAsia’s extensive air network with the powerful marketing capabilities of AirAsia MOVEs platform, we are confident that we can successfully introduce the diverse attractions of destinations across Korea to Malaysian and Asean travellers. KTO and AirAsia MOVE will continue to work closely together on a wide range of joint marketing campaigns, and we look forward to seeing continued interest and support from travellers.”
To encourage the detour, the campaign offers RM200 off domestic flights to Jeju with code JEJU200, RM150 off domestic flights within South Korea with KRDOM150 and 6% off hotel stays with KRHOTEL, subject to minimum spends and promotional terms.
The offers run until 6 December 2026 for travel until 31 March 2027, giving travellers plenty of time to turn a Seoul trip into something much bigger.
