Korea Tourism’s new brand image

Australian and New Zealand travelers are visiting Korea in ever increasing numbers following the successful re-branding and interest generated by Korea’s new tourism brand image of ‘Korea, Sparkling’ in 2007.

The numbers of Australian visitors to Korea last year increased by 17.9 per cent to a total of 80,500 while the number of New Zealand visitors were up by 20.5 per cent for a total of 21,000.

The new brand image has stimulated great interest in both the Australian and New Zealand markets with travelers seeing Korea for the first time in a bright new light. ‘Korea, Sparkling’ has helped to change the image of Korea as a new and exciting destination for Australians with fun attractions for young and old. As well as its rich 5,000 years of history and culture, visitors are discovering the very popular Korean cuisine, entertainment and nightlife and fun experiences to be had throughout the country.

As a result Korea Tourism Organization has published several new and helpful publications for travelers planning to visit Korea. The main Travel Guide to Korea is packed full of information on fun and exciting things to do in Korea like enjoying a stay at a Korean temple, joining one of Korea’s many annual festivals, cooking courses, shopping, sports activities, food, entertainment and nightlife.

With detailed information on the capital Seoul and all major tourist highlights included it is a must have for those thinking of visiting Korea.

One of the main reasons foreign visitors travel to Korea is for its 5000 years of history and culture. Korean Cultural Insights is a beautiful colour booklet that highlights Korea’s long history and culture and introduces its UNESCO World Heritage sights and traditional arts, lifestyle, festivals, customs and cuisine.

A new pamphlet titled Cultural Performances in Korea covers traditional and modern performing arts, free street performances and performing art shows in regional cities. Korea’s popular Broadway hit show ‘Nanta’ attracts eighty percent of its audience from foreign visitors. The Korean B-Boys are acclaimed as the world’s best, drawing a lot of interest from young people with their exciting dance moves, head spins and break-dance abilities.

And for those tourists planning to visit Korea the Accommodations in Korea pamphlet is a fantastic help in deciding where to stay. With information on a great variety of places to stay in Korea ranging from five star hotels down to local motels and traditional accommodation this guide will assist travelers to make the most of their stay in Korea.

For visitors wanting to experience life in a traditional Korean house (hanok) there are recommendations for Seoul as well as other Life Experience Centres around the country. It also includes a good selection of budget accommodation including homestay and youth hostels. For visitors arriving in Seoul and needing assistance to find or book accommodation they can dial 1330 free of charge at any public phone to seek advice.

Australian and New Zealand travelers considering a visit to Korea can obtain all four publications free of charge by contacting the Sydney office of Korea Tourism Organization by email: visitkorea@knto.org.au  or by phone 02)9252-4147/8.

A Report by The Mole