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KOREA is celebrating the 600th anniversary of its capital, Seoul, with a major tourist initiative - Visit Korea Year 1994.

  Preparations for next year's promotion have been going on since 1990, in an effort to put Korea on the tourist map. Despite the 1988 Seoul Olympics, the country has still not become a popular choice for holidaymakers. The balance of tourism payments actually reached a deficit of US$358 million (HK$2.8 billion) in 1991.

  While tourist numbers only reached three million in 1991, it is hoped that, next year, the number will rise to 4.5 million visitors and that they will spend a total of US $5 billion.

  Government organisations are making big efforts to lure visitors to the country's scenic shores and historic sites, such as palaces and ancient temples, which have been the focus of refurbishment projects throughout the country.

  A major attraction for visitors next year will be the Bonus Korea scheme. It offers foreign visitors discounts and complimentary coupons for hotels, restaurants, shopping and travel.

  Throughout 1994, Korean Airlines and Asiana Airlines will be reducing fares on domestic flights by up to 50 per cent on weekdays and 10 per cent at weekends.

  There is something for all visitors in Korea, from culture buffs to nature lovers. Kyongju, otherwise called the Museum Without Walls, is the still-standing capital of the Shilla Dynasty. Dating to 57 BC, it is one of the largest, most-intact ancient cities in the world.

  On the other extreme, Pamunjom, the truce village on the border between the north and south, offers a valuable insight into the history of modern Korea.

  For the get-away-from-it-all traveller, Korea lays claim to Chejudo, often called the ''Hawaii of the Orient''. This volcanic island features waterfalls, beaches, scuba diving, deluxe hotels and reportedly the longest lava tubes in the world.

  But it is the capital's anniversary that has inspired a full-on promotion, carrying the slogan ''Let's Revive the Colour of Our Seoul''.

  Tourist board literature is about the ''re-discovery, re-birth and re-invigorating'' of Seoul.

  It has now become such a focus of attention, that the government has even coined the term Seoul-ology, the study of Seoul, which merited the opening of the Institute of Seoulology at the capital's university earlier this summer.

  A team of professors is now gathering information pertaining to the capital, from history, economics, geography and culture. This will be stored on a databank for release as exhibition material.

  Looking beyond 1994, the government has spent the last 12 years working out a totally new image for Seoul in the 21st century.

  The ultimate aim is to transform the city into the capital of a unified Korea and make it a leading player in the Asia-Pacific region.

  Plans for the environment include re-naturalising Mount Namsan, in the heart of the capital, by taking away the buildings and structures which currently cover its slopes.

  On the cultural side, ambitious plans to develop a whole cultural district in the centre of Seoul coincide with other mammoth projects. These include the opening of a local museum and the promised Seoul Cultural Centre in 1995.

  Substantial sums are being pumped into preserving the priceless landmarks throughout the city, dating back to the fifth century when Seoul was the capital of the Paekche Kingdom.

  S. H. Shin, Korea's director of tourism in Hong Kong, cites Seoul's role as an international convention centre as the most important part of Visit Korea Year 1994.

  Next year, Seoul will host the 43rd Annual Conference of the Pacific Asia Travel Association (PATA).

   with delegates from 70 countries, in April; and the '94 Korea World Travel Fair, in September, as well as international sports events in golf, windsurfing and mimi-marathons.



Initiative lures holidaymakers