Travelling through South Korea, it never fails to surprise me that its tourism sector shows almost no inclination to create accommodation, facilities and amenities that appeal to North American and European vacation tastes. Not that South Korea necessarily needs to cater to the West’s vacation value system. The Asian nation receives about 12 million tourists annually, the vast bulk from China and Japan, and only a pittance from Europe and North America. If South Korea could tap into this market, its tourism numbers could escalate.