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Nol Universe is making a bold push into Overseas Tour & Activity (T&A), booking everything from concert and event tickets to guided tours and unique travel experiences. The company is racing to become a true travel super-app that wraps activities for international trips around its existing flight and lodging services.
On March 18, Nol Universe hosted a press briefing at Yanolja’s Gangnam headquarters in Seoul to lay out its T&A strategy for the year.
Today, Nol Universe lists roughly 55,000 T&A products—about a 38% jump from the roughly 40,000 items available when it launched the overseas tour and ticket category on its NOL travel platform last July. Transaction value for T&A offerings grew approximately 2.6 times year over year in 2025.
This year, the company is expanding themed offerings in areas like sports, dining, and international performances. Expect big-event packages for marquee moments like Wimbledon and Formula One (F1), plus offbeat destinations that go viral on social media. These moves are meant to shore up its strength in tickets and admissions, which already account for 54% of total T&A listings.
Local guided tours, the second-largest category at 30%, will also get a boost. Nol Universe plans to work with partners across Europe and Southeast Asia to develop curated guided experiences. The goal is to diversify beyond Japan—which currently leads sales with a 66% share—and grow influence in Southeast Asia (15%) and Europe (5%).
“The T&A business completes the travel experience after travelers book flights and accommodations,” said Hwang Sun-young, head of Overseas T&A at Nol Universe. “It has the biggest room to grow.”
By Hyundae-in
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