March 2, 2023

South Korea ensures travellers enjoy full scale of country’s culture with new “Visit Korea Year 2023-24” campaign


Over the three days at ITB Berlin, Korea Tourism Organisation is delivering a cultural workshop programme at their booth (Hall 26, Stand 121), which includes a calligraphy course, hanbok photo booth and “Taste of Korea”, presenting various local delicacies.

The “Visit Korea Year 2023-24″ campaign launched by Korea’s Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) aims to boost post-pandemic tourist arrivals, with 100 cultural events that invite visitors from all over the world to come and create shared memories. The”100 K-Culture Tourism Events” cover a wide range of segments, including arts, culture, sports, architecture and cuisine, enabling tourists to enjoy the fulls scale of Korean culture.

Many events, such as flowers and nature festivals will be held in the spring, which is known to be one of the most beautiful seasons for visiting the country. Among them are Jeju Island 25th Seogwipo International Rapeseed Flower Hiking Festival (March 25-26) and the Gunhangje Festival (Marine Port Festival) in Jinhae City. Athletes can also enjoy the cherry blossom marathon in Gyeongju (April 1st) or the DMZ Run (May 20th) along the inner-Korean border.

The “Visit Korea Year 2023-24” shows a new emblem, slogan and brand identity. Designed with a traditional hanbok pattern and a gat (traditional hat) on “Visit Korea Year” letters, the emblem depicts a Korean-style vibe that reflects the country’s long-lasting tradition and contemporary lifestyle as the epicentre of art and culture. The campaigns new slogan is “Ride the Korean Wave”.

With the new brand identity, KTO is planning on adding a special “Visit Korea Year 2023-2024” page on  their website with an official promotional video

Hall 26 / Stand 121
South Korea ensures travellers enjoy full scale of country's culture with new "Visit Korea Year 2023-24" campaign