Commenting on the campaign, Jae-Sang Lee, Director, Korea Tourism Organization said: "Korea offers every traveller a special something that could capture and excite them with countless memorable memories when they return home. We are concentrating on developing tourism between the two countries and accelerating the marketing opportunities to make Korea an ideal holiday destination."

Korea is clearly targeting a big slice in the booming MICE industry. As reported earlier by EVENTFAQS, Korea is currently ranked 8th in the number of meetings and conventions by the Union of International Associations in 2011, and the Korea government aims to boost the country to being among the top five convention destinations in the world. Hence, 2012 has been declared the ‘2012 Korea Convention Year'.

Pursuant to this motive, Korea is now working towards building a strong association with travel agents in India. Elaborating on the same, Lee said: "We provide detailed information and product knowledge to the travel trade industry. We will be promoting Korea as a destination through roadshows along with advertisements, joint promotions, trade shows and familiarization trips on a pan-India basis."

2012 will also see a mix of arts, film, sports, cultural and environmental events that will highlight the campaign and position Korea as a must visit destination for the Indian market. Korea aims to focus on opportunities through the world of cinema and is keen to build relations between prominent production houses from the Indian film and television fraternity. We realize the importance and the reach of the Indian film industry and plan to encourage Indian producers and studios to film in Korea. Shooting at this picturesque destination is a treat by itself and we will guarantee subsidies that would attract the Indian filmmakers," said Dr. Charles Lim, Deputy Director, Korea Tourism Organization.