About the Visit Korea Committee


As a nonprofit organization under the Ministry of Culture, Sports and Tourism, the Visit Korea Committee contributed to achieving the goal of attracting 10 million foreign tourists thanks to the launch of the 2010-2012 Visit Korea Year campaign. After a restructuring of the organization in July 2013, the Visit Korea Committee successfully launched the 2016-2018 Visit Korea Year to build on the success of the previous campaign and to lay a foundation for qualitative development commensurate with quantitative growth while gaining momentum from the PyeongChang 2018 Winter Olympics and Paralympic Winter Games.The Visit Korea Committee operates in public-private partnerships, encouraging the private sector to lead initiatives and having the public sector support such efforts, thereby fostering synergy in promoting Korea’s tourism. In addition to key projects such as the Korea Grand Sale, the KOREA TOUR CARD, and the K-Smile Campaign, the committee offers various services targeted at foreign independent travelers (FITs).

Characteristics of Visit Korea Committee

  • Launches programs for public interest through cooperation among associates, comprised of public and private entities
  • Maximizes synergy and efficiency of programs based on public-private tourism network involving various private entities
  • Offers more collaborative opportunities for private companies, economic organizations, and global companies, and serves as a bridge among private entities and between private and public sectors (local governments)
  • Utilizes government funds to encourage greater private participation, and increase budget and scale of programs
  • Engages in overseas promotion and programs aimed at foreign independent travelers (FITs) based on associate (private companies) cooperation network

History

September 2008
Established as nonprofit organization under the Ministry of Culture, Sports and Tourism

2010–2012
Contributed to attracting 10 million foreign tourists with successful launch of 2010–2012 Visit Korea Year

July 2013–2015
Organization renamed as Visit Korea Committee, and new vision of “the world keeps coming back to Korea” adopted

January 2016–2018
Launched 2016–2018 Visit Korea Year campaign, and contributed to qualitative growth of tourism industry

Past Campaigns

2016–2018 Visit Korea Year

Vision
The world keeps coming back to Korea

Introduction
Launched to build on the success of the 2010-2012 Visit Korea Year campaign, which contributed to attracting 10 million foreign tourists, and to lay a foundation for the tourism industry’s qualitative development commensurate with quantitative growth

Ambassadors
Lee Min-ho, Seolhyun, Pororo

Goal
To establish a foundation for qualitative development commensurate with quantitative growth

Strategies
Launch of global campaign to coincide with the hosting of PyeongChang 2018 Winter Olympics
(Increasing influx of individual tourists) Increasing influx of individual tourists by means of special incentives and promotions
Inducing revisits from foreign tourists – Improving services at a detailed level to induce revisits from foreign tourists
Upgrade of provincial tourism – Upgrading provincial tourism through successful organization of mega-events
Public-private partnership – Launch of nationwide tourism campaign based on active participation by the private sector and public-private cooperation

2010–2012 Visit Korea Year

Vision
To raise the standards of Korea’s tourism sector and to raise awareness of the national tourism brand

Introduction
Launched to raise the standards of Korea’s tourism sector and to raise awareness of the national tourism brand through efforts to attract foreign tourists, promote regional tourism, and improve the tourism infrastructure with the goal of attracting 10 million foreign tourists and enhancing the competitiveness of Koreans tourism

Ambassadors
Bae Yong-joon, Kim Yuna, Girls’ Generation, Pororo

Key Outcomes
Established cooperative system and network among tourism-related organizations
Maximized synergy of tourism programs through greater involvement of private sector
Promoted provincial tourism and stimulated provincial economies through joint programs with related organizations
Spread the Korean wave across the globe
Instilled a more sophisticated attitude in citizens and tourism industry workers, and improved conditions of major sites (shopping, food, transportation)
Attracted participation from the tourism-related private sector, and laid the foundation for qualitative growth of Korean tourism

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