korea tourism ambassador 2022

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Korea to designate Indian TV actress Anushka Sen as Hony Ambassador to promote Korea Tourism

Exclusive: the formal announcement is likely at ‘korea festival 2023'.  having already ventured into the hallyu world with a korean film, web show and travel series, anushka sen is an ardent k-pop and k-drama fan.   .

NEW DELHI: The emerging Indian sensation in Korea and well-known Television actress Anushka Sen, of fame of noted TV serials ‘Baal Veer’ and ‘Jhansi Ki Rani’, is all set to be designated as Honorary Ambassador for Korean tourism.   A formal announcement to this effect is likely to be made during the 3-day ‘Korea Festival 2023’ being organized in Delhi from August 25-27. This grand occasion is likely to mark some more major announcements by the Korean government-run Korea Trade Organization (KTO), which is likely to sign MOU with IRCTC to strengthen tourism and cultural bonds between the two nations.

The announcement of the designation of Anushka Sen as Honorary Ambassador to promote Korean tourism is likely to be made in the presence of LEE Young-geun, Executive Director of the International Marketing Department, Korea Tourism Organization. He is specially flying to India from Korea. Myongkil Yun, Regional Director – India & SAARC, Korea Tourism Organization and senior IRCTC officials will also be present on this occasion.

Anushka Sen’s Korean connection was revealed last year when she made her visit to Korea to sign up for her first Korean movie ‘Asia’. With this, she made a foray into South Korean cinema. She also has shot a travel series for Korea and will be working on a Korean web series as well.

The other major attractions of the event ‘Korea Festival 2023’ are likely to be the Korean Temple Food demonstration by Buddhist Monk Chef Wookwan, and a Wine & dine session to celebrate this historic collaboration.

The series of initiatives being taken by KTO is triggered by the fact that the tally of Indian tourists visiting Korea continues to go down even though the number of foreign tourists visiting South Korea from across the world continues to witness an upward trend. In 2016, the number of Indian tourists to Korea was at its peak at 195,000, and the number did not increase after that. In deep contrast, the total number of foreign tourists visiting Korea in the same year was a whopping 17 million.  It amply shows that the people in India do not regard Korea as a major tourist destination.

Worried over the abysmally low Indian tourist count, Korea seems to have planned to launch many Korean tourism promotion initiatives like engaging Indian celebrities, organizing roadshows, etc. to increase the flow of Indian tourists to Korea.

KTO is also pushing its government to increase the number of flights and make travel between the two countries affordable.

According to KTO, the number of foreign visitors to South Korea has increased rapidly in recent years, rising from 13 million in 2017 to 15 million in 2018 and more than 17 million in 2019. Experts believe that the increase is largely attributed to the Hallyu (Korean Wave) craze. In particular, the number of tourists from Asian countries is on the rise, including Chinese group tours as well as those coming from Indonesia and Thailand.

With this worrying trend in mind, the KTO has some plans for this most populous country in the world.

LEE Young-geun, Executive Director, International Marketing Department, KTO told the Asian Community News Network (ACN Network) during its recent visit to Seoul that there were many business travellers from India, but regular tourists were not that good in numbers.

“So our New Delhi office and head office of KTO will be working together to promote Korea in India. But I don’t know why Indian tourists prefer Europe and other countries and do not visit Korea. They visit countries in Europe more than Korea and Japan. Korea as a tourism market for India is very weak.”

The travel situation from Korea to India also is not very encouraging as the number of Korean travellers to India was registered abysmally low at 150,000 only in 2018. Most of them travelled to New Delhi and that’s also for business purposes, and not for tourism.

While reasoning the low number LEE Young-geun, Executive Director, International Marketing Department, KTO said that it was also because of the low number of flights as compared to other countries between Seoul and Delhi, and tickets also were very expensive.

“We have asked the airline companies to increase the number of seats by adding more flights between the two countries. But it seems like a side effect of the Covid-19 pandemic that the number of flight seats has remained limited.”

As of now, the airline companies operating flights between the two countries majorly include Koreas Airlines, Asiana Airlines, and Air India.

KTO New Delhi’s Brand promotion and PR activities in India include Product Training, Product Development & Co-Marketing with outbound tour operators, Familiarization Trips for the travel industry and media personnel, Participation in major B2B and B2C exhibitions and events, Association with the travel industry and related organizations, Information dissemination through roadshows, seminars and workshops, Incentive support for MICE, Industrial and Educational tourism, and Encouraging film tourism to South Korea.

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IVI Director General named Honorary Ambassador of Korean Tourism

• To promote the safety and attractiveness of traveling Korea amidst gradual restart of global tourism

The Ministry of Culture, Sports and Tourism (Minister Hwang Hee) and the Korea Tourism Organization (KTO, President Ahn Young-bae) appointed Dr. Jerome H. Kim, Director General of the International Vaccine Institute (IVI) as Honorary Ambassador of Korean Tourism on November 25. As international tourism is slowly recovering from COVID-19, meetings, incentives, convention and exhibitions (MICE) and business tourism is expected to precede casual tourism. and Dr. Kim will promote Korea as a MICE tourism destination as Honorary Ambassador.

Dr. Kim is a renowned figure with high prestige in the field of vaccines. He has been serving as Director General of IVI since 2015. Established in 1997 as an initiative of the United Nations Development Program, IVI is the first organization headquartered in the Republic of Korea with a mission to discover, develop and deliver safe, effective, and affordable vaccines for global public health.

Dr. Kim, though being a U.S. national, is the grandchild of the Korean independence movement activist Kim Hyun-koo, who campaigned for Korean independence in the United States during the Japanese occupation of Korea. With such background, Dr. Kim accepted the appointment as Honorary Ambassador with deep affection for his grandfather’s home country. As Honorary Ambassador, Dr. Kim will carry out activities including the promotion of Korea’s tourist attractions and safety through interviews with MICE-focused media, which will highlight his experiences from life in Korea.

The appointment ceremony was held at the IVI headquarters in Seoul on November 25, with Dr. Kim and KTO President Mr. Ahn Young-bae in attendance.

“Korea is well positioned to become a global tourism and MICE powerhouse. When we have controlled the pandemic through vaccination and other interventions, I anticipate the Korean tourism and MICE industry will grow robustly – driven by the discovery of Korea, Korean culture, and Korean creativity during the pandemic with movies, shows and K-pop gaining global stature. I am committed to play a part to help make it happen,” said Dr. Kim during his acceptance speech.

“As a renown public figure, Dr. Kim’s promotional activities will add much weight and credibility to safety in traveling Korea,” said Mr. Lee Young-geun, head of the MICE planning team at KTO.

About the International Vaccine Institute (IVI)

The International Vaccine Institute (IVI) is a nonprofit inter-governmental organization established in 1997 at the initiative of the United Nations Development Programme (UNDP). IVI has 36 countries and the World Health Organization (WHO) on its treaty, including the Republic of Korea, Sweden, India, and Finland as state funders.

Our mandate is to make vaccines available and accessible for the world’s most vulnerable people. We focus on infectious diseases of global health importance such as cholera, typhoid, shigella, salmonella, schistosomiasis, chikungunya, group A strep, Hepatitis A, HPV, TB, HIV, MERS, COVID-19, as well as antimicrobial resistance. For more information, please visit https://www.ivi.int .

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Webinar 8. Simulation Meeting: Presentation of Formative Evidence Brief for Policy (EBP)

Date: Tuesday, 29 November 2022 Objectives:

To present the draft formative EBPs among countries teams (peer review)

To propose outreach strategies for EBPs

To reflect on next steps (including potential for scale up)

A total of 39 participants from Bangladesh, Malawi, Nepal, and Uganda participated in the webinar, together with those from IVI-RADAAR and EVIPNet/WHO.

The preparatory work outlined in Webinar 7 was to:

• To complete the formative EBP

Session 15: Presentation of Formative Evidence Brief for Policy

The final Webinar/Session focused on the Presentation of Formative EBP. Participants from Bangladesh, Malawi, Nepal, and Uganda presented their EBP, with a peer review, and feedback and comments from the EVIPNet/K2P team. The session finished with reflections on the next steps, including the potential for scale-up.

Wrap-up and closing

Webinar 7. Post-EBP uptake phase: Policy Dialogues, Visualization, and Role of Media

Date: Thursday, 10 November2022 Objectives:

• To understand the key functions and features of a policy dialogue
• To identify the types of stakeholders who can participate in a policy dialogue
• To become familiarized with key dialogue facilitation tips
• To enhance participant’s understanding of data visualization/role of media in policy-making
• To draft an outreach strategy for EBP (including potential stakeholders to participate in a policy dialogue): Hands on work
• To provide feedback on preparatory work

The preparatory work outlined in Webinar 6 was to:

• Identify implementation considerations for policy options
• Select key relevant stakeholders for semi-structured interviews/litmus testing

Feedback from country teams on preparatory work/progress to date:

Uganda, Malawi, Nepal briefly shared progress and EVIPNet/K2P team commented on the progress.

Webinar Session 13: Organizing a policy dialogue  presented by EVIPNet-K2P Center, focusing on how policy dialogues influence the use of evidence in health policy and decision-making including:

Considerations for conducting policy dialogues, i.e., does the dialogue address a high priority issue? Does it provide opportunities to discuss/address the issue, and considerations for implementation? Is there fair representation among those involved in/affected by future decisions related to the issue? Are follow-up activities undertaken to support action?

Preparation for policy dialogues, i.e., informed by pre-circulated evidence on the policy issue.

Stakeholder selection, i.e., degree of involvement in/knowledge about the issue and relevant solutions; ability to constructively engage in discussions; ability to take forward recommended actions within respective constituencies; and the importance of the dialogue facilitator’s role.

Dialogue summary, i.e., tools to outline the results of the discussions during the policy dialogue; and post-dialogue summaries.

Session 14: Data visualization and role of media in policy-making  Group or individual work with support from EVIPNet/K2P The webinar ended with Group work based upon Session 14.

The final Webinar (#8) will be a Simulation Meeting: Presentation of Formative EBP, with the objective:

Preparatory work (prior to Webinar 8): To complete the formative EBP

Presentation slides are available  here

Webinar 6. Closing the loop: From Policy Options to Implementation Considerations

Date: Thursday, 27 October 2022 Objectives:

• To identify the level(s) where there are potential barriers to (and counterstrategies for) the successful implementation of a policy option
• To recognize the appropriate types of research evidence to inform implementation considerations
• To search for evidence on implementation considerations- hands on work
• To provide overview of EBP outline (and semi-structured interviews/litmus testing)

A total of 42 participants from Bangladesh, Malawi, Nepal, and Uganda participated in the webinar, together with those from IVI-RADAAR and EVIPNet/WHO.

The preparatory work outlined in Webinar 5 was to:

• Develop a search strategy for policy options
• Identify 3-4 policy options to address the problem (and its causes) and prepare evidence tables for the selected options

Feedback from country teams on progress to date (10 minutes per team) Uganda, Malawi, Nepal briefly shared progress and EVIPNet/K2P team commented on the progress.

Webinar 6 provided a ‘ Refresher: from problem statement to policy options ‘ on the content of Evidence-to-Policy Briefs (EBP) including the problem statement, options and elements, and implementation considerations; framing the problem, clarifying its underlying causes, the appropriate types of evidence to use in framing problems, and framing, developing, and expanding on the options/ elements to address the problem. The refresher session finished with ‘Case examples’.

The webinar then focused on

Session 11: Identifying Key Implementation Considerations Framing  presented by EVIPNet-K2P Center. Session 11 included: approaches to policy implementation (i.e. ‘top-down’ and ‘Bottom-up’); identifying and addressing barriers to implementing policies; health system, and social and political constraints; and tips on developing the implementation considerations.

Session 12: Overview of EBP outline (and semi-structured interviews/litmus)  including: the policy brief outline, e.g., identification of how the problem related to risk factors/disease, to a program or service, and/or to the current health system; viable policy or programmatic options to address the problem; and potential barriers that could influence implementation policy options. The session also covered: stake- holder selection framework for litmus testing, and semi-structured interviews with stakeholders.

The next steps for countries include:

To agree on preliminary timeline for the updated policy brief outlines

To coordinate with assigned team lead for each country team

Group or individual work with support from EVIPNet/K2P The webinar ended with Group work – using the EBP template – based upon Sessions 11 and 12.

Webinar 5. Framing Viable Policy Options to Address a Problem: A Step-by-Step Guide

Date: Thursday, 15 September 2022 Objectives:

• To identify a list of questions to consider when identifying options to address a problem
• To understand how research evidence can help to respond to these questions
• To become familiar with key variables to consider when developing (and expanding on) each policy option
• To identify 3-4 policy options to address the problem (and its causes)

A total of 51 participants from Bangladesh, Nepal, Uganda, and Malawi attended the webinar, together with those from IVI-RADAAR and EVIPNet/WHO.

The preparatory work outlined in Webinar 4 was to:

• Frame the problem statement and underlying causes for your selected priority topic/area

The introduction to the webinar provided: an Overview of methodologies to measure antibiotic use, and the use of surveillance data; the link between AMR and use of antimicrobials; and the integrated national action needed on optimal use of antimicrobials, including through data, surveillance, and monitoring.

The webinar then focused on  Session 10: Framing Viable Policy Options to Address a Problem: A Step-by-Step Guide  presented by EVIPNet-K2P Center. Session 10 included: Content of EBPs (i.e. problem statement, options or elements, and implementation considerations); Developing options/elements to address the problem (i.e. policy options, and health system/governance/financial arrangements/delivery arrangements); Steps for developing options/elements to address the issue (literature review, thematic analysis, tailoring to the country issue/context, and selecting 3-4 options); and practical examples of AMR and underlying causes to policy options.

A Q&A session followed, with questions on the behavioural and economic dimensions of policy response and options; the specificity and feasibility of options; and appropriate types of research evidence for developing options.

The webinar ended with Group work – with support from EVIPNet/K2P and using the EBP template to:

Identify 3-4 policy options/elements to address the problem and its underlying causes

• Presentation slides are available here

Webinar 4. Framing the Problem for EBPs: A Science and a Craft

Date: Thursday, 8 September 2022 Objectives:

• To describe the key features of an evidence brief for policy (EBP)
• To identify a list of guiding questions to consider when framing a problem
• To recognize the different arrangement(s) for clarifying the underlying factors of the problem
• To frame a problem statement for selected priority topic(s)

A total of 57 participants from Bangladesh, Nepal, Uganda, and Malawi attended the webinar, together with those from IVI-RADAAR and EVIPNet/WHO.

Webinar 4 began with the ‘Feedback on preparatory work’ outlined in Webinar 3, which was to:

• – Develop a search strategy for your selected priority topic
• -Prepare an inventory of AMR-specific indicators in your country

Dr Fadi El-Jardali from the American University of Beirut updated participants on the progress of the four countries including: on the topics selected (Uganda on irrational antibiotic use; Nepal on AMR National Action Plan (NAP) implementation [adjudged to be more about the solution than the problem]; Malawi on the utilization of AMR evidence generated at facility/national level and translation into policy [also more about the solution than the problem]; and Bangladesh, which had not yet been reviewed. The review also included country search strategies. The feedback included questions from participants.

The webinar then focused on the next (of the 15) training sessions:

Session 9. Preparing the EBPs: clarifying and framing the problem including:

Knowledge Translation (KT). Which facilitates the process of translating research into policy and action; and KT products which allow evidence generated from systematic reviews – the basic units of KT – to be packaged in a user-friendly format, written in clear language, and with key messages to increase the likelihood of adoption by policy-makers, and resonance among different target audiences. The use of systematic reviews enable policy-makers to scan large bodies of research evidence to address key features of any policy issue of interest.

• Evidence briefs for policy (EBP) or simply ‘policy briefs’, the most widely used KT product. Which bring together: global research evidence (from systematic reviews), local evidence (from primary studies, reports, indicators), context-specific knowledge (key informant interviews with targeted policy-makers/stakeholders) to inform deliberations on health policies/programmes.

– Problem statement: A policy problem that summarizes the best available evidence to clarify the size and nature of the problem and its underlying causes.

– Options or elements: Three or more viable policy and programmatic options described.

– Implementation considerations: Potential barriers to implementing the options/elements and strategies for addressing those.

The EBP does not provide recommendations for action.

The remainder of Webinar 4 featured the Group work exercise facilitated by Racha Fadlallah from K2P Lebanon (and support from EVIPNet). The group work comprised four groups – one for each country (including representatives from WHO country offices, and observers from EVIP/RADAAR) – with the aim:

• Frame a problem statement for selected priority topic
• Refer to the evidence brief for policy template
• Develop a Problem (problem statement) and the underlying causes of the problem section

A template was provided by EVIP facilitators (based on the presentation from Session 9) with sections for completion by country groups.

Webinar 3. Harnessing Best Available Research Evidence for EBPs: What, Where and How?

Date: Thursday, 25 August 2022 Objectives:

• To understand the ABCs of searching the literature
• To recognize what type of evidence to search for when preparing EBP
• To identify key databases to search for research evidence (with a focus on systematic reviews)
• To appraise the quality of included systematic reviews
• To document the search strategy
• To develop a search strategy and search key databases for systematic reviews – Hands on work

A total of 59 participants from Bangladesh, Nepal, Uganda, and Malawi attended the webinar, together with those from IVI-RADAAR and EVIPNet/WHO.

Webinar 3 began with the ‘Feedback on preparatory work’ outlined in Webinar 2, which was to:

• Complete the mapping of the policy and political context and key stakeholders related to AMR
• Select a priority topic/area related to AMR in your country

Fadi El-Jardali from the American University in Beirut updated participants on the progress of the four countries and provided further guidance for countries on completing these two crucial stages. Malawi was used as an example applicable to other countries, in terms of structuring thinking in relation to identifying the issue, the political context, what has already been done in terms of AMR, what is missing and why, and stakeholder mapping. Country participants summarised their experiences. The feedback ended with a discussion on the priority areas of focus for the Evidence Brief for Policy (EBP), with updates from countries.

Following feedback reporting, the webinar focused on the next two (of 15) training sessions:

Session 7. Designing search strategies to identify and access research evidence on priority topics including: the importance of effective searches (6,500 medical articles published daily); the use of ‘Boolean Operators (e.g., And, Or, Not); identification of search terms; building a search strategy, including formulating the question/issue, choosing appropriate databases, dividing the question/issue into 2 or 3 concepts, generating search terms for each concept, and combining concepts – and search terms within concepts – using Boolean operators; and validating/documenting the search.

An example of a ‘search’ template was presented, and which participants would complete in the group work at the end of the webinar. The template included: the Problem/Issue being addressed, the Options, the Concepts, the Search terms for each concept, and Combining concepts using Boolean operators

The importance of collecting the best available evidence for EBPs was stressed: local evidence and global research evidence from systematic reviews. Guidance was provided on where to search for such information, including local and national databases, websites of relevant organisations, search engines, ‘grey’ literature, and systematic reviews.

Session 8: Understanding the role of systematic reviews in influencing policy decisions including: the Concept of a systematic review; key databases to search – and how to search – for reviews (e.g., Health Systems Evidence, Cochrane, PubMed); a live demonstration of a search on Health Systems Evidence and PubMed databases; and assessing the quality of reviews (e.g., using AMSTAR).

The remainder of Webinar 3 featured the  Group work exercise  facilitated by Racha Fadlallah and Lama Bou Karroum from K2P Lebanon (with support from EVIPNet). The group work was comprised of four groups – one for each country (including representatives from WHO country offices, with observers from EVIP/RADAAR) – with the aim: To develop a search strategy and search key databases for systematic reviews.

A template was provided by EVIP facilitators (based on the presentation from Session 7) with sections for completion by country groups as follows: the Topic/Issue being addressed, the Concepts, the Search terms for each concept, Combining concepts using Boolean operators, and the Databases searched.

Webinar 2. Mapping of Policy/Political Context and Key Stakeholders

Date: Thursday, 18 August 2022 Objectives:

• To highlight the importance of understanding the political and health system to enable the design of a proper policy response
• To outline the key areas to keep in mind when mapping the policy and political context
• To specify the key role categories for stakeholder mapping
• To map policy/political context and key stakeholders related to AMR- Hands on work

A total of 65 participants from Bangladesh, Nepal, Uganda, and Malawi attended the webinar, together with those from IVI-RADAAR and WHO.

After a brief introduction, Webinar 2 began with ‘Feedback on preparatory work’ outlined in Webinar 1:

• To form Evidence Briefs for Policy (EBP) core team (with assigned roles/tasks)
• To identify relevant stakeholders involved in or affected by AMR in your country

The EBP Team is responsible for developing the EBP and conducting key informant interviews (KIIs), hence an appropriate mixture of expertise is key to a successful team, including members with experience in: methods of writing an EBP; administration; evidence search, appraisal and synthesis; technical expertise on the topic being addressed in the EBP; and communication. Each country must also appoint an EBP steering committee to support the EBP development process, comprising: 4-6 multisectoral, multidisciplinary and high-level stakeholders from government/policy-makers/researchers knowledgeable in the topic and able to contribute to the development of the EBP for AMR.

Each of the four countries reported briefly on the steps taken to form the Core Team, Steering Committee, and in identifying AMR stakeholders (some countries had also informed RADAAR/EVIP prior to the Webinar via email).

Following reporting, the Webinar focused on the next two (of 15) training sessions:

Session 5. Understanding the political and health system and outlining key areas to keep in mind when mapping the policy and political context including: the importance of context-specific and actionable evidence, in particular the political/policy context (e.g., characteristics of government structures, civil service – and interests of – policy-making stakeholders, societal values and external factors, such as social and economic); and health system context (e.g., evidence on health system inputs, processes, and outputs and the analysis of how they combine to produce outcomes, such as – the WHO defined – service delivery, health workforce, information, medical technologies, finance, and  leadership/governance).

Session 6:Stakeholder mapping  including: on stakeholder interests, i.e., concerns over how a policy may impact them; their positions, i.e., degree of agreement or disagreement with the policy; and their power, i.e., capacity to influence policy. The steps in stakeholder mapping include: defining the goal and implications of the proposed policy change; listing interest groups involved in the issue; categorizing stakeholders according to their influence and power over, and level of interest in the issue; determining a strategy to engage relevant stakeholders; conducting KIIs; and presenting stakeholder analysis.

Stakeholders identified include: decision-/policy-makers (e.g., ministries, government agencies, parliamentarians, municipalities); influencers (e.g., NGOs/CSOs, religious leaders, media, private sector); and the public (e.g., those affected by AMR).

A case example from Ghana was presented to highlight the steps in stakeholder mapping.

Webinar 2 concluded with a Group work exercise (with support from EVIPNet/K2P) Group work was comprised of four groups – one for each country (including representatives from WHO country offices) – with the aim of:

• Mapping of the Political/Policy context
• AMR Stakeholder Mapping

A template was provided by facilitators with nine questions to capture the above details including: the issue; progress made in addressing the issue; previous related policies/laws/regulations; whether the issue is on the government agenda; windows of opportunity; requirements to reach the policy objective; how laws/regulations are implemented to this purpose; stakeholders involved; and the power interplay among/between stakeholders. The questions provided background information to enable completion of full ‘Stakeholder Mapping’ template (including stakeholder, description, name, power, interest).

Webinar 1. Overview of Policy-making Process and Role of Evidence in Health Policy-making

Date: Thursday, 11 August 2022 Objectives:

• Acquaint participants with the EVIPNet approach of translating evidence to policy
• Introduce attendees to the policy-making process/role of evidence in health policy-making
• Raise participants’ awareness of efforts to link research to policy
• Share success stories of EVIPNet Member Countries related to development of EBPs on AMR

A total of 88 participants from Bangladesh, Nepal, Uganda, and Malawi attended the webinar, together with those from IVI-RADAAR and WHO.

After an introduction to evidence-informed policy-making (EIP) and EVIPNet, Webinar 1 included the first four (of 15) training sessions:

Session 1. Brief overview of the policy-making process  including: promoting the use of research evidence in policy-making to improve health systems; increasing country capacity in/institutionalising knowledge translation (KT); approaches to increase research utilization; developing evidence briefs to inform health policy deliberations, and assess the impacts of policy options; and the evidence-action cycle, including priority-setting, evidence, convening deliberative dialogue, and policy implementation.

 Presentation slides are available here

Session 2: Understanding role of evidence in policy-making process and efforts to support use of evidence in policy-making including: policy process overview; major public policy theories/frameworks; stages in public policy making, i.e., definition, agenda setting, and policy instruments/implementation/ evaluation; importance of robust research/data/evidence, as well as KT tools/strategies; and enhancing awareness/capacity of, and engaging policy-makers/stakeholders early, and sustaining engagement.

Session 3: Knowledge generation and knowledge translation as a spectrum:  evidence on establishing and/or strengthening national health research system using a systems approach and the need of cross evidence ecosystem collaboration including: the National health research system (NHRS); WHO guides/ tools; key workstreams of the evidence ecosystem, i.e., partnering for complementary support in decision-making; HO workstreams, i.e., data analytics, guidelines, health technology assessment (HTA), evidence-informed policy-making supports, modelling, and behavioral research; and the evidence ecosystem framework and policy/action cycle.

Session 4: Learning from success stories of EVIPNet Member Countries:  development of evidence briefs for policy on AMR including: Slovenia case study on ‘Translating AMR data and evidence into effective policies (EBP development); driving factors, challenges, and lessons learned; importance of a multi-level/sectoral approach; the need to integrate local evidence; the crucial role of Ministries of Health to put options on the political agenda (and sufficient capacity within the MoH and NIPH).

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As a “Swiss Friend” and brand ambassador, actress Lee Si-young shares Switzerland in funny videos with her fellow Koreans.

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In Korea, Switzerland is becoming increasingly popular as a travel destination, with the number of hotel overnight stays increasing by 66% from 2014 to 2019 to a total of 440,000. To ensure that this encouraging trend picks up momentum after the pandemic, Switzerland Tourism ST is teaming up with a Korean celebrity: In 2022 and 2023, actress Lee Si-young will serve as a “Swiss Friend” and thus as a brand ambassador who will promote Switzerland as a holiday destination to the intended target groups. In her home country, the 40-year-old has become known for roles in dramas, films and TV shows – and even in Switzerland she can be seen in the Netflix series “Sweet Home.”

With 17.4 million followers on TikTok and 3.3 million on Instagram (as of October 2022), Lee Si-young appeals to a younger audience in a country with a particular affinity for the social media world and an interest in sports and healthy activities. This is a perfect fit to rekindle the desire to travel – because according to figures from the Switzerland Tourism Monitor (2017), 77% of Korean tourists are under 35 years old.

With charm and wit The new brand ambassador visited Switzerland in January 2022 and immediately challenged ST CEO Martin Nydegger to a joint run through Zurich. The former professional boxer not only brings the action to fast-paced horror films, but also on her winter trip through Switzerland. In wittily staged TikTok films, she shows her first skiing attempts in Zermatt (1.3 million views), how she is wearing a robe and drinking a cup of coffee in St. Moritz skates (1.8 million) or performs a snow dance in Engelberg (2.0 million). The SRF programme “Schweiz aktuell” accompanied the Korean guest’s first visit and spoke with Martin Nydegger about important long-haul markets such as Korea.

In the summer of 2022, Lee Si-young returned to Switzerland, discovered Grindelwald (3.8 million), followed the footsteps of James Bond on the Schilthorn (1.9 million) and was a member of the longest women’s rope team in the world: 80 women from 25 countries climbed the Breithorn in Valais together on 17 June 2022.

“Swiss Friends” for greater visibility In the Korean market, advertising with celebrities is very successful, especially from the popular K-pop and K-drama genres. ST’s field office has been working with “Swiss Friends” since 2003, such as the boy band Super Junior in 2015 or the girl band Red Velvet in 2019 . Experience shows that such brand ambassadors generate up to 50% more media coverage of Switzerland as a holiday destination thanks to the collaboration. In all these years, not least because of this, an increase in hotel overnight stays by Korean guests of over 300% has been recorded.

It is important for tourism in Switzerland that international guests return after the pandemic has ended. They plan their trips for longer periods of time, including during the week or in the off-season, enabling many destinations to operate year-round in the first place. This helps to better utilise the tourist infrastructure and secure revenues, which in turn also benefits local guests.

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