Korea's tourism attractions will be promoted through a new English slogan, "Korea Be Inspired," the nation's tourism agency said Monday.
The new slogan emphasizes the hope that foreign tourists will gain new inspiration by visiting Korea. The KTO is aiming to attract 8.5 million foreign tourists in 2010.
The KTO has been gathering ideas from its staff members and advertising experts before confirming the final phrase.
This year marks the beginning of the 2010-2012 "Visit Korea Campaign," aimed at generating $10 billion in annual tourism revenue and advancing Korea's stature as a tourism power.
Previously, Korea has used the slogan "Korea Sparkling" in various promotional materials at home and abroad since 2007. However, it had been criticized for lacking identity and relevance to tourism.
The Presidential Council on National Branding, launched in January 2009, raised the need for a more appropriate tourism slogan. Some experts, including Euh Yoon-dae, chairman of the Presidential Council on National Branding, have been critical of the effectiveness of "Korea Sparkling" as a slogan to represent Korea in the world.
Other tourism powers in Asia have used slogans that define the essence of their respective countries, such as "Incredible India," "Uniquely Singapore" and "Malaysia Truly Asia."
The new slogan will be used in promotional videos and advertisements produced by the KTO in the near future.
Korea spent 5 billion won in developing the slogan 'Korea Sparkling' in 2007 through consultation with domestic and foreign experts.
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