Korea WINNING FORMULA
It may not be the fi rst Asian destination they request but few clients will feel short- changed after exploring Korea’s alluring combination of ancient history, modern cities, nature and mouth-watering cuisine, says Anna Maria Espsäter
with North Korea its closest neighbour. After rising from the ashes of the
T
Korean War that divided the Koreas into two in the 1950s, Korea (formerly South Korea) has spent the last 50 years transforming itself into a powerhouse of technology and progress. But its impressive development has been achieved by preserving its 5000-year history – and this makes for a fascinating cultural mix for visitors to unearth. Korea Tourism’s 2010-2012 Visit Korea Year Campaign is currently in full swing,
ucked between giants China and Russia, Korea is just a short hop across the strait from Japan,
with a number of high-profile events and promotions taking place – which is why right now is the perfect time to be selling the destination. Last year saw Yeongam, in the south-
western province of Jeollanam-do, host the Korean Grand Prix and the Formula One meet will again be staged there this month (October), with the third of the agreed three races scheduled for 2012. A number of UK tour operators are
offering packages to the Grand Prix, including Sport Abroad, Select Motor and ITC Sports. Next year, the 2012 World Expo will take place in Korea, in the south-eastern
city of Yeosu. The theme, ‘Living Ocean and Coast’, will focus on ‘diversity of resources and sustainable activities’. And there’s more: Pyeongchang is already gearing up in preparation for hosting the 2018 Winter Olympics, which will help establish the country as a world-class winter sports destination. But for those not inspired by the pursuit of sporting excellence, Korea has more than enough diversity packed onto its relatively small geographic area to keep visitors busy. Then there are its growing niche
sectors, such as the cruise market and spa and wellness travel.
The ‘Recharge Your Energy’ message
has been a key theme in recent marketing activities, emphasising Korea’s natural health traditions. There are 10 UNESCO World Heritage Sites in Korea, while 20 national parks protect the coastline and mountain peaks. The cities of Seoul, Busan and Daegu are modern and vibrant, with the country's capital Seoul in particular a popular stopover destination with those flying further afield.
Clockwise from top: Mt. Hwangmaesan; Juknokwon bamboo forest; dried persimmons; jangseung or Korean totem pole. Centre: DMZ
www.sellinglonghaul.com • October 2011 51
ALL IMAGES © KNTO
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