The government is aiming to attract some 20 million tourists to South Korea this year.
As part of efforts to bring in visitors from Europe and Latin America, it has partnered with an international tourism fair in Madrid.
The "Feria Internacional de Turismo" runs for five days from Wednesday, bringing in thousands of tourism experts and government officials from around the world.
Through the fair, South Korea plans to introduce various products ranging from traditional items to Hallyu goods.
Culture minister Park Yang-woo is also expected to meet with his Spanish counterpart to finalize the designation of the years 2020 to 2021 as the "Korea-Spain Mutual Visit Year" to strengthen friendly partnership between the two countries.