Also, I find it interesting that Australia’s marketing campaign was brought up. The spend over 20 million dollars a year marketing just to Americans. Korean spends about 10% on that marketing to Americans yet has more visitors. Just keep that in mind. It takes a considerable amount of time and money to build a country brand. It doesn’t happen overnight.

These were:

The important decisions about Brand Korea are not made by politicians and bureaucrats in Seoul’s conference rooms. They are made in the hearts and minds of consumers, tourists, businessmen, and travellers around the world. Planning for Brand Korea should recognize this basic fact.

Appoint a Country Brand Director with considerable executive power, reporting directly to the president, and with a substantial budget for research and development. The task should preferably go to a non-Korean with an intimate knowledge of brands and branding outside Korea. Transfer all authority and responsibility for promotion outside Korea to the Brand Director’s office from other government agencies.

Revamp or remove the regulations that hinder the development of tourism infrastructure.

Reform or remove the regulations that hinder foreign businesses in Korea and deter FDI.

Remove the bias against foreign interests that prevails in Korea’s legal system.

Stop the wanton destruction of Korea’s cultural and architectural heritage

Innovate, as so many other countries are doing. Develop new offerings. As countries compete for visitors, they are increasingly developing new attractions, both to woo potential visitors and project themselves in to the headlines. Casino development has enabled Macau to outstrip Las Vegas; Museum franchises are a new destination marketing tool. This began with the Guggenheim in Bilbao, and will continue with a branch of the Louvre for Abu Dhabi, and of the Georges Pompidou Centre in Shanghai. Global sporting events, such as the Olympics and the FIFA World Cup have always been important. Singapore’s F1 is but one attempt to create a major new event to enhance the country brand. Across Asia there is a boom in Spa developments ranging from exclusive, luxurious boutique hotels to enclaves within major five star chains. These may offer anything from pampering massages and health diets, to meditation, aromatherapy, alternative medicine, and astrological counselling.

Recognize the current global turmoil in financial markets will affect travel, tourism, and investment. Competition between destinations will increase and the winners will be those who not only develop sound strategies but also implement then successfully.

Embrace the power of the internet and how it can be used to promote travel, tourism, and investment.