Campaign-Image: Korea Tourism Organization (KTO)
The Korea Tourism Organization (KTO) Sydney Office has officially launched the third consecutive year of its highly anticipated “Unlock Korea” campaign. Building on two years of incredible success in Australia, the 2026 iteration has expanded to include New Zealand, making it the biggest rollout to date and offering travellers across both countries more exclusive deals and travel inspiration than ever before.
Centred around the evocative new creative concept, “Korea Unlocks More of You,” the campaign challenges the idea of a typical holiday. It highlights how a week in South Korea allows travellers to connect with different facets of themselves through new experiences. Whether it unlocks your inner foodie, gives you a second wind through vibrant nightlife, delivers a natural high in breathtaking landscapes, taps into your fascination with ancient culture, or brings out your playful side through family bonding, the destination transforms visitors so deeply that they will feel like locals by day seven.
Korea Travel Deals and Family Itineraries
Supported by a massive industry network, KTO has secured major savings through its key aviation, accommodation, and tour partners, highlighting Airline Discounts and Accommodation Savings. For the very first time, the campaign spotlights family travel, expanding on its traditional pillars of food, culture, nature, and Hallyu (the Korean Wave). The official online campaign landing page features a brand-new family itinerary recommendation, curated directly from the firsthand experiences of a popular family influencer who recently travelled through the country.
Campaign-Image: KTO
The itinerary is designed to showcase South Korea as a safe, deeply engaging, and seamless destination for multi-generational holidaymakers looking for a tried-and-tested travel plan. Travellers visiting the dedicated hub will find tailored itinerary ideas, cultural guides, and vibrant destination inspiration.
Korea Campaign Vision and Leadership Commentary
“We are thrilled to bring back the campaign for its third year, featuring an exceptional lineup of airline, accommodation, and tour partners,” said Hyeongjoon Kim, Korea Tourism Organization Sydney office Director. “Following a remarkable 23% surge in Australian visitation in 2024 and consecutive record-breaking numbers reaching just over 267,000 in 2025, we have set an ambitious new target to welcome more than 300,000 Australian visitors to South Korea in 2026. Thanks to the support of our incredible network of partners, it has never been easier or more compelling for travellers to discover South Korea and experience this transformation firsthand.”
To bring the destination to life, this year’s campaign features fresh creative footage captured directly on location in South Korea, showcasing the raw beauty and local experiences across both Australian and New Zealand screens for the first time. The on-site production aims to mirror the actual journey a visitor takes: starting as a curious tourist and ending the week feeling like a true local.
To explore the itineraries, unlock exclusive discounts, and start planning your journey, visit https://unlockkorea.com.au/.
NAN/KTO 07-07-26
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