South Korea: A sacred land with many facets

Psy, Parasite, BTS and Squid Game proved to the world what Asia already knew - South Korea is one of the most creative, artistic and coolest countries on earth. The big star of the show remains Seoul, a modern yet deeply touching and traditional metropolis where skyscrapers keep an eye on the rooftops of temples and villages, and street markets. Night and day, the bars sparkle, as do the pretty little tearooms and leafy public parks.

The hotel scene is a vibrant mix of five-star international brands with luxurious interiors, solid business hotels with a host of modern facilities, designer accommodation and a few guest houses.

English is not widely spoken in South Korea, so travelling around the country still feels like an adventure. Its brilliant public transport system gets you everywhere; from the capital to the hotels, from the beach on Jeju Island to the seaside resorts of Busan and the picturesque hot spring hideaways near the mountains.

The Land of the Morning Calm, as it is known, is full of contrasts. From bustling, modern Seoul, with its cutting-edge design buildings, virtual reality labs and AI robots, to peaceful UNESCO World Heritage cities, the country's facets are endless.

Choosing an attraction in South Korea can quickly become a challenge. Indeed, the destination offers a myriad of reasons to wander its streets. Starting with its modern culture that has conquered the world, with headliners like BTS and Black Pink, as well as Oscar-winning films like Parasite and phenomenally successful TV shows like Squid Game. Some lucky travellers may even catch a glimpse of their favourite K-Stars while strolling through Gangnam, the luxury and celebrity district.

South Korea also knows how to look after its travellers with its fashion and beauty shops and its many shopping centres. For a cultural shopping experience, there are traditional markets all over the country to sample food, buy souvenirs and see how the locals live and socialise.

Seoul is the largest city, the capital and the first stop in South Korea for most travellers. Monuments, relics of ancient kingdoms, towering skyscrapers, Buddhist temples, Michelin-starred restaurants and street food... there's never a dull moment in Seoul.

Busan, the country's second-largest city, is a thriving port city far removed from Seoul, both physically and culturally. This summer destination boasts some of the country's most popular beaches and bars. Busan is defined by its sprawling markets, fresh seafood, film festivals, the world's largest shopping mall, coastal temples and much more. Busan has a very photogenic face, especially at sunrise on the beach, on the green coastal streets on the edge of a cliff during a hike...

Gyeongju is the former capital of the Kingdom of Silla, part of the Three Kingdoms of Korean history. Today, Gyeongju is an open-air museum housing some of the country's most beautiful history and monuments. A UNESCO World Heritage Site, Gyeongju is a must-see if you want to learn about South Korea's deep cultural past, with its many temples, palaces, historic sites and monuments. The city also attracts visitors with its natural area, lined with cherry blossom and shaded by misty mountains.

Jeju Island is the semi-tropical island that is a popular holiday destination for locals and tourists alike. This area of outstanding natural beauty offers coastal walks, sandy beaches, lush green hills and a volcano to climb on a hike - for those who like a challenge. From snorkelling under the sea to hiking above the clouds, from traditional Jeju barbecue to drinking local green tea, so many exciting activities, sights, tastes and experiences await on Jeju Island.

Jeonju is famous for its historical and cultural sites, such as the Jeonju Hanok village, home to over 700 traditional Hanok houses. Jeonju's many impressive sites are within easy reach of each other and are perfect for a day trip from Seoul or Busan.

Gapyeong County is a region outside Seoul that is home to a number of interesting attractions celebrating Korean and foreign culture. Gapyeong's green hills and rivers make it an ideal place to immerse yourself in Korean nature.