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InsideAsia brochure aims to capitalise on ‘Korean Wave’


Juliet Dennis


InsideAsia has unveiled its first dedicated South Korea programme in response to growing interest in the country. Its rising popularity, dubbed


the ‘Korean Wave’, has been driven by TV dramas and K-pop music as well as Korean tech and food. A new digital brochure includes


information such as the best time of year to visit and ideas for food-themed trips, walks and


cultural experiences. There are five sample trips, with links to the relevant South Korea pages on the InsideAsia website. The brochure also suggests


‘must-dos’, including staying in a traditional hanok guesthouse, exploring Seoul’s traditional bars and street food, and discovering the modern K-pop scene. A 12-night Best of South


Korea trip includes Seoul, the Unesco World Heritage village of Hahoe, high-speed train trips


South Korean capital Seoul


and Jagalchi market in Busan. It costs from £4,250, including B&B accommodation, transport, private guides and cultural experiences, but not international flights. South Korea opened its borders


on April 1, with some Covid-19 testing still required. Matt Spiller, trade sales and


marketing manager, said: “Although interest in a country doesn’t instantly translate into travel, when it comes to South Korea the interest is definitely there – and growing.


“There is so much to this


country and its culture that people don’t always know where to start. “That’s where this brochure will


come in handy for clients and our agent partners. “With the knowledge of the


team in the UK and great partners on the ground, this is by no means the limit of what we can do.” The South Korea brochure is available to download from the


operator’s website. insideasiatours.com


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