Competition for the lucrative international travel market is fierce and by co-hosting the 2002 FIFA World Cup Korea has an unprecedented opportunity to promote a positive image to large audiences around the world. This study examines how this international event may contribute to enhancing the likelihood that Korea will be chosen as a travel destination in the future. The results of the study indicate that awareness and image of Korea has been significantly improved by hosting the World Cup. The results of the overall logit model show that the World Cup would significantly influence their propensity to choose Korea in the future. Specifically, the findings imply that the World Cup would be more likely to influence Japanese and Chinese tourists’ choice of Korea as a future tourist destination than any other countries.