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Seoul

Seoul is energy distilled. This vast, buzzing capital has a skyline that stretches endlessly across the Han River, punctuated by a striking mix of glassy skyscrapers and ancient palace roofs. It’s not a city that reveals itself all at once, at first it can feel like a tangle of neon and noise, but give it time and it unfolds into a vibrant mosaic of contradictions. Sleek design shops stand beside steaming noodle stalls, night markets hum a few blocks from quiet temples, and always, there’s a sense of movement, from the cafés of Hongdae and the luxury boutiques of Gangnam to the art galleries of Samcheong-dong.

The city’s historic core, anchored by the grand palaces of the Joseon dynasty, is beautifully preserved. At the centre of Gwanghwamun Square, the vast bronze statue of King Sejong the Great (1418-1450) looks out toward Gyeongbokgung Palace,  a tribute to the ruler who created Hangul, the Korean alphabet, and ushered in a golden age of art and science during the Joseon dynasty. The impressive Gyeongbokgung and Changdeokgung palaces offer peaceful courtyards and a glimpse into Korea’s royal past, with secret gardends and reflecting pools. It’s also common to see visitors strolling through palace courtyards dressed in hanbok, Korea’s elegant traditional attire, its bright silks lending colour and grace to the city’s historic centre. Bukchon Hanok Village preserves winding alleyways of traditional homes, some now housing craft shops, art studios or small teahouses. Seoul’s traditional artistry endures in its workshops and markets; in small studios and family-run workshops around Bukchon and Insadong, artisans continue traditional arts such as gold leaf gilding, maedeup (ornamental knotting) and hand-carved lacquerware.

Green spaces like the forested slopes of Namsan Mountain or the landscaped paths along the Han River offer fresh air and a slower pace. As evening falls, the city transforms again, whether through the glittering skyline viewed from a rooftop bar, felt in the pulse of a live performance in Daehangno, or savoured over a slow meal of grilled pork belly with ice-cold soju in a tucked-away alley. Yet Seoul is equally cutting-edge; home to the world’s fastest internet, a thriving design and fashion scene and a tech-savvy population that moves fast and dresses impeccably. Nowhere is Seoul’s forward momentum more visible than in Gangnam, a district that captures the city’s appetite for design, technology and reinvention, where global giants like Samsung sit alongside sleek galleries and concept stores.

And then there’s the food, the heartbeat of the city. An endless array of stews, sizzling barbecued meats, fermented banchan and bubbling hot pots are served everywhere from tiny alleyway diners to Michelin-starred restaurants. Korean barbecue is just the beginning, beneath the surface lies a deeply layered culinary culture shaped by geography, history and seasonality. From temple cuisine prepared by Buddhist monks, to the multi-course elegance of royal court dishes from the Joseon era, or the bold fusion menus crafted by the city’s new generation of chefs. 

Seoul’s story is one of remarkable resilience. Much of the city was left in ruins after the Korean War, yet within a few decades it had rebuilt itself into one of Asia’s most dynamic capitals, where tradition and innovation coexist with astonishing ease. It is fast-paced, fascinating and, once you tune into its rhythm, surprisingly addictive.

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Travelling is like flirting with life. It's like saying, 'I would stay and love you, but I have to go; this is my station.
Lisa St. Aubin de Teran

Client Testimonials

We had a wonderful holiday - everything was perfect. Thank you for helping us to make a thoughtful plan to enjoy and make most out of our trip. The places we visited, the guides, the transportation and driver, the hotels selected... Everything was great!
- Jaime Benitez, South India
We have just returned back from a wonderful trip. Thank you very much for organising everything. The transfer was excellent – for once they had perfect car seats. The villa was lovely, just what we needed and the hotel had helpfully put us as far away as possible from everyone else. The breakfast buffet was the best I have ever seen – and I am slightly obsessive over breakfast!! There was an incredible choice, something for everyone and so beautifully presented. A real highlight of the trip. Thank you again for sorting everything - and at such short notice!
- Redmayne family, Phuket
I would recommend Ampersand without any hesitation!!! The best travel agent that I’ve ever had. Everything – from the individual care and attention in planning the trip, through to the efficiency of the agents on the ground in India – was handled brilliantly. An absolutely first-class service all round!
- Matthew Annable, Rajasthan, India
So many highlights to choose from! The hotels were amazing but Maya Villa was a highlight… I loved just hanging out in the hammock reading my book and watching the peacocks chase the cows!
- Krista Weir, Sri Lanka
Difficult to articulate just how good the service from you and your team really was. We know you will continue to do well and hope we have the chance to seek your assistance again before long.
- Mr & Mrs Manson, North India
Without question, you put together the best trip I have ever taken. We were shown around like visiting dignitaries, the hotels were fantastic and the itinerary was just right. Everybody I know will hear about how amazing Ampersand is!
- Leslie Siben, India
Ampersand provided a bespoke and flexible holiday, tailored to my every whim. Their highly professional staff had only one goal which was to arrange an exceptional holiday and some unforgettable experiences in India. I have no hesitation in fully recommending them and they will be the first company I approach in the future - 10/10
- Anonymous, India
I thought the Ampersand team was outstanding. We couldn’t have hoped for anything more.
- Mr Geoffrey Johnson, India
Everything you did for us whilst we were away was hugely appreciated, and Ampersand has been exemplary in every way. I'll always recommend you!
- Mr Richard Stoughton, Sri Lanka
I barely know where to begin... though a sincere 'thank you' would be the best. You have organised this trip perfectly. May was an inspiring and delightful companion in Myanmar – thoroughly professional and friendly at the same time. My accommodation throughout has been superb, especially The Governor's Residence and The Mandarin Oriental. The view from the cottage at Inle Lake was beautiful and I loved every moment of being there. And here I am now on the last leg of this extended holiday at my favourite place. I could stay here for ever, the peace, silence and surroundings all amazing, plus the people and the whole aura of Vana. Thank you for much, and I look forward to speaking to you on my return.
- Ms Margulies, Burma, India & Thailand
Difficult to choose the highlight of the trip, can’t choose between… 1) Taj Mahal & Oberoi Amarvilas. 2) Ranthambore. 3) Lake Palace. We have to say a particular thank you for selecting Parmod as our driver. He is a delightful and kind man who took our holiday and our enjoyment as his responsibility. Thank you for putting together such an amazing trip for us. The balance of city and rural destinations was perfect for us and the variety of rooms and hotel types brilliant. Our driver and guides also added so much to the trip with their knowledge of India’s history and culture and their willingness to discuss it both from a professional and personal angle.
- Carruthers family, North India
I had a very lovely time and was looked after splendidly. My first visit to India could not have been better, save for being longer! But I shall return at some point and I shall look to you to make the arrangements.
- Matthew Nicklin, North India
Ballyfin was great - we loved it! Best things were the amount of space, it felt like you had the whole place to yourself, the history of the house, and the staff. We'd definitely recommend it. Thanks very much for all the help getting it booked!
- Mr Wyburd, Ireland
Ampersand’s preparation, attention to detail and interaction before and during our trip show exactly why good travel agents have a role in today’s internet booking age. They were a delight to deal with!
- Mr David Wallace, North India
Getting to Amanpulo from Manila was very simple and the beach was the most beautiful I’d ever been on; pristine white sand, not a single piece of rubbish in sight. You get your own solar powered golf buggy to drive around resort (and a butler at request). The views from the Hillside Casita were spectacular!
- Mr Wyburd, Philippines
We really enjoyed the trip and were happy that we squeezed so much into a few short days. The Burmese people were lovely and the sites were fantastic. We really enjoyed the balloon ride and would highly suggest it to others in the future. The trip went super smoothly and a good time plus learning happened for all. Yangon was nice as the Strand was quite amazing and we of course loved the giant gold temple. Many thanks for all of your help and look forward to future travel with you.
- Wallace Family, Burma

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