2016–2018 Visit Korea Year

The intensifying international competition has highlighted the importance of the tourism industry, which offers chances for the attraction of foreign tourists. As a result, countries are pouring more and more efforts into occupying a greater tourism market share.

Staged by the Visit Korea Committee, the campaign of the “2010–2012 Visit Korea Year” served as a great contributor to the achievement of the goal of attracting 10 million foreign tourists. Based on our experience, its subsequent campaign, the 2016–2018 Visit Korea Year, is expected to lead to an even greater success by taking the PyeongChang 2018 Olympic Winter Games as a timely opportunity. The new goal is to attract 20 million foreign tourists to South Korea.

  • A 3-year plan established for the 2016–2018 Visit Korea Year
  • A proclamation ceremony held for the 2016–2018 Visit Korea Year at Heungnyemun Gate of Gyeongbokgung Palace on Nov. 6, 2015
    ※ Attended by around 1,000 visitors, including the president, the minister of Culture, Sports and Tourism, and other VIPs, and staff members in the fields of tourism, foreign tourists, and general public.
  • Programs of the 2016–2018 Visit Korea Year initiated in January 2016

Vision and Target

Vision “The world keeps coming back to Korea”
Goals • To achieve the objective of attracting 20 million foreign tourists early
• To establish a foundation for qualitative development that fits the quantitative growth
Strategy A global campaign that seizes the opportunity of the PyeongChang 2018 Winter Olympics
To increase the influx of individual tourists by means of special incentives and promotions
To induce inbound tourists to revisit by improving services at a detailed level
To upgrade provincial tours based on successful mega events
To involve private sectors and public–private partnerships in staging the “Visit Korea Year” campaign












K-Smile campaign and kindly services Special incentives and promotions Events linked with
The PyeongChang 2018 Olympic Winter Games
Convenient travel services

K-Smile campaign


The Visit Korea Committee is staging the “K-Smile Campaign” to raise the satisfaction of foreign tourists and encourage them to visit Korea again.
The K-Smile Campaign is a nationwide citizen-participatory kindness campaign that aims to create a Korea foreign tourists want to visit again by welcoming them with Korean kindness and smiles. The campaign is joined by tourism-related agencies and associations, economic organizations, private corporations, and local governments.

Emblem and CI

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The form of K, a symbol representing the 2016–2018 Visit Korea Year, is a design derived from the English initial of Korea. Its purpose is to enhance the awareness of K as a global tourism brand of Korea.
Conveying connection and expandability from the 2010–2012 Visit Korea Year, this design portrays Korean fascination and the future-oriented image of Korea. In addition, the design expresses various aspects of Korean culture with the traditional saekdongot, a cloth with stripes of many colors.
The new emblem for the Visit Korea Year is a K with the motif of knots and twists of wrapping cloth used to wrap presents given with sincerity in ancient times. This symbolizes the kindness of Koreans and the wish to entertain foreign tourists.


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