MANILA - The Korea Tourism Organization (KTO) has launched a new tourism campaign, which urges more Filipinos to visit South Korea.
Dubbed "Imagine Your Korea," the new slogan is part of the country's efforts to attract over 20 million foreign visitors by 2020.
It replaces the previous catchphrase "Korea Be Inspired" and invites Filipinos to envision what they want to experience in the country -- from its food and culture, to K-Pop concerts.
For the campaign, the KTO has tapped South Korean super group Big Bang, who are honorary ambassadors for Korean tourism.
In 2012, the group held a highly-successful concert in Manila, which drew a crowd of thousands at the Mall of Asia Arena.
Last year, South Korea has seen a surge in Filipino travelers. According to data from KTO, the number of Filipinos who flocked the country in 2013 exceeded 400,000 -- a 20.9% growth compared to that of the previous year.
It also noted that there was an 11.6% increase compared to the first quarter figures of 2013.
But the growth is far from being a one-way street.
South Koreans remained the biggest source of tourists for the Philippines in 2013, followed by both the United States and Japan.
Citing data from the Department of Tourism, around 1.16 million South Koreans arrived in the country, accounting for around 25% of the country's visitor arrivals last year.