South Korea

Korea converts well with the demographic that has already done Southeast Asia and wants somewhere with better infrastructure and a stronger urban product. It moves largely on content — K-drama locations, Seoul's shopping districts, Nami Island — and that means the itinerary needs to be built around specific sites rather than a generic city tour. We run Seoul as the base with Nami, Petite France and the DMZ programmes as day operations, Busan as the coastal extension, and Jeju as the flight-connected island add-on. Jeju requires its own ground arrangements and is quoted as a separate module so agents can price it in or out. Winter is a genuine second season here — ski and snow programmes at the resorts within reach of Seoul sell to a family segment that won't consider Europe at those rates.