Agoda and Busan City Sign MOU to Drive Tourism Growth

Agoda and Busan City have signed a strategic two-year Memorandum of Understanding (MOU) to boost tourism and position Busan as a top international destination.Here’s what the partnership entails:

First-of-its-Kind Collaboration
- This is Agoda’s first partnership with a local government in Korea, marking a milestone in public-private tourism initiatives.
- The MOU was signed on October 28, 2025, in Singapore, with key representatives from both Agoda and Busan City in attendance.

Goals of the Partnership
- Promote Busan’s appeal globally by leveraging Agoda’s media solutions and marketing reach.
- Launch online content competitions and targeted campaigns to showcase Busan’s attractions.

Why Busan?
- Busan is known for:
- Iconic beaches like Haeundae and Gwangalli
- Cultural gems such as Jagalchi Market, Gamcheon Culture Village, and Haedong Yonggungsa Temple
- Events like the Busan International Film Festival and Fireworks Festival
- A rising culinary scene with Michelin Guide selections and local favorites like pork soup, mil-myeon, and ssiathotteok

Shared Vision
- Agoda aims to help Busan transition from a domestic hotspot to a global travel destination.
- Busan Mayor Park Heong-joon emphasized the importance of using Agoda’s global reach and tech expertise to spotlight the city’s hidden gems.

This partnership blends Busan’s rich local offerings with Agoda’s digital travel platform to create immersive, year-round tourism experiences.