South Korea's cultural imports have long been dominating pop culture, from music and television shows to cuisine and skincare.
In return, interest in travel to the country has spiked: In 2024, South Korea saw a 48% year over year increase in new visitors. And last year, the country welcomed just over 18 million foreign visitors, surpassing prepandemic levels in 2019. A lot of those visitors focused on the capital of Seoul, which often plays as the backdrop to many popular K-dramas.
Outside of entertainment, another big driver is wellness, with Korean beauty brands becoming increasingly popular among international consumers. But if clients want to experience a new type of wellness, they should go beyond Seoul's borders and head to a lesser-known area for foreigners: Jeongseon.
Jeongseon is a lot different from Seoul, and if clients are overstimulated and feeling rundown from days of walking the capital, they'll enjoy the nature and the stillness of the atmosphere. It's also a great place for a spa day or weekend.
To get there, clients can take the KTX high-speed train from Seoul to Jinbu Station, a journey that lasts about two hours. From Jinbu, a bus, taxi or hotel shuttle is required to reach Jeongseon.
R&R at Park Roche
Park Roche Resort offers a wellness reset for travelers. Photo Credit: Park Roche Resort
A wellness reset in Jeongseon begins with a stay at Park Roche Resort. The lobby is large and decorated with light wood paneling and has a calming ambiance. But visitors will spend most of their time at the spa.
The saunas and hot tubs are separated for men and women before joining together for the large indoor pool with views of the mountains. Throughout the resort, there are different rooms dedicated to guided mediations and yoga classes, along with the library that has quiet corners to decompress.
Advisors can work with the property to curate their clients' own wellness journey, whether they are looking to prioritize classes, spa treatments or simply have time away from their devices. The culinary experience is just as crucial to the overall stay, and the food at the property will not disappoint. The breakfast spread is one of the highlights of the stay with a wide assortment of Korean delicacies.
Outside of the property, there are different trails to take for some time outdoors.
Photo stations can be found at the top of Gariwangsan Mountain. Photo Credit: Korea Tourism Organization
Visitors can go to Gariwangsan Mountain by taking a trip to the top by cable car, which offers gorgeous views of the landscape. Once up top, there's a small cafe and different walkways. On a clear day, travelers can take in the vastness of this natural wonder, or take a photo at one of its picture stations. Visitors can also take a walk through Odaesan National Park to explore its nature trails and see its temples.