Korean travelers are becoming more prominent than ever in the Vietnamese tourism market. With the added winds of affordable travel, cultural similarities, and relaxed visa regulations, Korea is poised to become the top country to drive Vietnam’s tourism industry.

27% of foreign tourists are Korean, and Southern beaches are gaining popularity

According to the Vietnam National Administration of Tourism (VNAT), the number of foreign tourists from January to September 2024 reached approximately 13 million, of which approximately 3.5 million were from South Korea, accounting for approximately 27% of the total[1]. By country, South Korea recorded the largest number of tourists, surpassing China, Taiwan, the United States, and Japan.[2]

[Figure 1] Number of tourists to Vietnam (1st to 3rd quarters of 2024)

（100%=1,270万人）

Source: MOCST (Ministry of Culture, Sports and Tourism)

[Figure 2] Number of Korean tourists to Vietnam (million)

Source: MOCST (Ministry of Culture, Sports and Tourism)

The destinations for Korean tourists are concentrated in the south and south-central areas, where the climate is warm and there are many attractions, with Phu Quoc, Da Nang, and Nha Trang being the most popular destinations. Demand for travel to avoid the cold in winter is becoming established.

Visa exemptions and increased air routes boost tourism

Government support is also helping. In October 2023, the Vietnamese government expanded the number of countries that are exempt from visas, allowing Korean tourists to stay in the country for up to 45 days. The removal of the institutional barriers that previously prevented long-term stays has led to an increase in repeat visitors and long-term residents.

In addition, air routes between Vietnam and South Korea are expanding. There are more than 20 direct flights between Hanoi and Ho Chi Minh City and Seoul, Busan, and Daegu [3], and in recent years, connections with coastal cities such as Cam Ranh and Nha Trang have also been increasing. One of the reasons why South Korea is chosen is its geographical convenience.

Familiarity and price competitiveness

In addition, Vietnam is highly rated by Korean travelers as a country with which they have a cultural affinity. There are many similarities in cuisine, etiquette, and values, and the coexistence of an exotic atmosphere and a comfortable atmosphere is what makes Vietnam so appealing.

[Figure 3] Comparison of travel expenses per day in major tourist destinations in Asia

Source: Post Office UK

The price is also very competitive. In a survey by Office UK, Hoi An was ranked number one as “the world’s cheapest travel destination,” with the average daily expenditure including accommodation, meals, sightseeing, etc. being approximately 51 pounds (approximately 9,600 yen), a significant difference compared to other Asian and European countries [4].

Korean language support is on the rise, why hospitality is also a popular choice

The local tourism industry is also strengthening its capacity to welcome Korean tourists. Hotels and restaurants are increasingly offering Korean language services, and tours and pamphlets are also being translated into Korean. Communication beyond the language barrier makes the travel experience more comfortable, and the cultural closeness is encouraging “repeater visits.”

[Figure 4] Changes in the number of Korean tourists (million people)

Source: MOCST (Ministry of Culture, Sports and Tourism)

In 2023, the number of searches for “Vietnam” on the major Korean search site “NAVER” increased by 260% compared to the same period last year [5]. Vietnam has become a regular in the top three countries that Koreans want to visit next.

Strategic response for the winter peak season

This trend also represents a major business opportunity for travel agencies and tourist facilities. In normal years, visits by Koreans are concentrated in December to February and August, and the number of visitors in the winter of 2024 is expected to increase by more than 20% compared to the previous year.

The combination of “beach resort + cultural experience” is expected to be particularly effective. During the Lunar New Year period, events such as Vietnamese traditional culture and cooking classes, and events with Korean-speaking guides have been well-received, directly leading to increased tourist engagement. In addition, considering that family and group travel is the norm, discount packages and Korean-style amenities are also effective measures.

Cultural resonance and economic rationality drive the project

Vietnam and Korea are close both physically and culturally. This familiarity has made Vietnam a popular overseas travel destination for Koreans, with both being casual and satisfying.

Can Vietnam turn this trend into a sustainable exchange rather than a passing one by designing products specifically for the Korean market and strengthening hospitality? Now, a new turning point is upon the Vietnamese tourism industry.

[1] Source: Vietnam National Administration of Tourism (VNAT) news ” Tourist Situation in September and the First 9 Months of 2024 ” (October 2024)

[2] Source: Vietnam National Administration of Tourism (VNAT) data, ” International Visitors to Vietnam > Market Segmentation ” ( April 2025 )

[3] Source: Communist Party of Vietnam News, ” Vietnam Airlines Plays an Important Bridging Role in Promoting Vietnam – South Korea Relations ” (July 2024)

[4] Source: Post Office (UK) News ” Holiday Money Report 2025 ” (March 2025)

[5] Source: NAVER Corporation (Korea) data ” Vietnam ” (April 2025)

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