• Organization: Visit Korea Year Committee
• Website: http://www.visitkoreayear.com/
• Launching Date: November 11, 2009

The South-Korean government has designated 2010-2012 as the “Visit Korea” years. Major events and festivals will take place during these 3 years (e.g., G-20 Summit, Formula One Grand Prix, Expo 2012 Yeosu) to introduce visitors to Korea’s unique culture and environment, and attract more tourists from all over the world.

Objectives

• Increase the number of tourist to 8.5 million in 2010, 10 million by 2012 and 20 million by 2020.
• Reach over $10 billion in annual tourism revenue
• Enter the list of top 20 countries in the Travel & Tourism Competitiveness Index (TTCI) compiled by the World Economic Forum (WEF)

Themes

Each year will focus on different aspects of Korea’s culture and environment:

• 2010: “City & Style”. Focus on Seoul’s World Design Capital and the Korean Wave in East-Asia.
• 2011: “Nature & People”. Focus on the IAAF World Championships in Athletics in Daegu and green tourism.
• 2012: “Blue Ocean”. Focus on the World Expo in Yeosu.

Brand Ambassadors

• Actor & Model Bae Yong Joon
• Figure Skater Kim Yu-Na
• Cartoon Character Pororo

Promotional Video

Related Articles

• Branding Korea: Korea Delivering on its Brand Promises
• Branding Korea: The Need to Unify Korea’s Multiple Brands

References

• Korea Times: G-20 Tourism Ministers to Meet in Seoul
• eTravel Blackboard: Korea wants travellers to be inspired
• Korea Times: Tourism campaign kicks off
• Korea.net: ‘Dignitaries celebrate the Visit Korea Year 2010-2012
• eTurboNews: ‘Visit Korea’ campaign to be the main focus of Tourism Board
• Yonhap News: S. Korea to ease investment rules, entry procedures for tourists