Luxury travelers more captivated by Noryangjin fish market than fine dining

A decade ago, a foreign traveler made an unusual request while planning a trip to Korea.

Money was no object.

Rather than asking about the cost, he wanted to know what the finest travel experience Korea could offer would be.

At the time, the request seemed unusual.

In retrospect, however, it foreshadowed a question Korean tourism would eventually have to confront.

In recent years, Korea has seen a steady increase in affluent travelers from overseas.

Culinary tours and cooking classes organized by O'ngo Food Communications now attract visitors from a wide range of countries, some of whom arrive by private jet.

Rather than fitting a few more famous attractions into their itineraries, these travelers seek to experience the country's culture and way of life on their own terms.

They place a premium on distinctive experiences that cannot easily be found elsewhere.

Last May, O'ngo Food Communications partnered with a global luxury travel network to organize a special culinary program showcasing Korea for travel industry professionals from around the world.

Participants experienced traditional ...