Korean tourists are considered to be easy-going, usually staying at 4-5 star establishments in Vietnam and enjoying shopping and unique experiences.
According to a report released at the end of September by digital payment company Visa, Vietnam ranked second among the top five destinations in Asia-Pacific where South Korean tourists spent the most in the first half of this year, after Japan.
Spending on accommodation by Korean tourists in Vietnam in the first six months of the year increased by 60% compared to the same period last year, accounting for 21% of total trip expenses. This demonstrates Vietnam's attractiveness to Korean tourists seeking leisure travel.
Spending on necessities accounted for 21% and on food accounted for 17%. At many popular tourist destinations in Vietnam, the use of electronic payments by Korean tourists increased from 15% to 33% compared to the same period last year.
Steve Shim first came to Vietnam on Christmas 2023 and stayed for nearly three weeks. He returned to Vietnam in March to work and live there long-term because he loves the country. Shim's Korean friends often describe Vietnam as having scenery "not easily found in Korea or any neighboring country."
According to the General Statistics Office, from the reopening of borders to tourists in March 2022 to September of this year, South Korea has consistently been the largest source market for tourists to Vietnam. In the first nine months of the year, the number of South Korean tourists to Vietnam topped the list with 3.3 million visitors, accounting for nearly 26% of the 12.7 million international tourists. In 2023, Vietnam is expected to welcome 12.6 million tourists. International tourists, with Korean tourists accounting for 30%.
Korean tourists' spending on international travel is gradually recovering from the pre-pandemic period. 2018 was the year with the highest spending by Korean tourists, reaching $31.5 billion, followed by 2019 with total spending of $29.3 billion (calculated over the period 2013-2023). In 2023, total spending by Korean tourists reached over $22.4 billion, achieving a recovery rate of 76% compared to 2019, according to... Statista.
According to the magazine Hotel & Restaurant South Korea and Vietnam are favorite overseas destinations for South Korean tourists due to their short distances, reasonable prices, and palatable cuisine.
Lee Jae Hoon, Chief Representative of the Korea Tourism Organization (KTO) in Vietnam, said that Vietnam has many advantages to attract Korean tourists. One of them is the numerous direct flights from Korea to major cities such as Hanoi , Ho Chi Minh City, Phu Quoc, and Da Nang at affordable prices.
According to Tran Thi Bao Thu, Marketing and Communications Director of Vietlux Travel Company, the diverse and unique cuisine, different from many Southeast Asian countries, is also a factor making Vietnam an increasingly popular destination for Korean tourists.
According to Pham Van Dung, Director of Victoria Hoi An, Korean tourists account for 15% of the total number of guests served by the establishment. Korean tourists usually travel in couples, with friends, or with family, and are willing to spend, and often pay a high price, on food, massage services; they enjoy trying local dishes and fresh seafood, massage services, and evening swimming pools.
In the mid-range segment, South Korea is considered by Mr. Dung to be an easy-going customer group with discerning travel tastes and a focus on service quality.
Martin Korener, Commercial Director of The Anam Group, stated that high-end Korean customers are typically demanding in terms of service standards and luxury. However, these very demands drive the hotel industry to maintain excellent service quality, hygiene, and modern amenities. Attractions such as golf courses and local markets are very popular with Korean tourists. They also appreciate unique experiences such as mud baths and visits to cultural sites. Room rates at Anam Resort on weekdays in October (outside of the peak tourist season) start from 5 million won. This property also has approximately 70% Korean guests.
"They have high expectations, but they are a group of customers worth serving," Korener added.
Nguyen Vu Quynh Anh, General Director of Sun Hospitality Group, said that the number of Korean guests at hotels has been growing well, especially in the first few months of the year. Korean guests stay for an average of 4-5 days. Previously, they often booked rooms through Korean travel companies, but recently they tend to book directly on online booking websites because they have access to more information and are more proactive. Korean guests tend to spend a lot of money on accommodation, shopping, food, and entertainment.
In response to the increasing number of Korean tourists, The Anam Cam Ranh offers Korean language support in its services, diverse culinary options, and marketing tailored to Korean travel preferences. Sun Group hotels have special support policies for Korean guests, such as flexible early check-in and late check-out times, taking advantage of the late flight times of Korean airlines in Phu Quoc and Da Nang.
To continue attracting this market segment, representatives from various organizations believe that Vietnam needs more specialized and diverse products, focusing on the needs of family and group travelers. Vietnam also needs to strengthen connections with new flight routes; develop themed products at destinations specifically catering to the Korean tourist segment; and enhance online promotional activities to reach the needs of target Korean tourist segments, according to Ms. Bao Thu.
According to KTO Chief Representative Lee Jae Hoon, Korean tourists visiting Vietnam not only stay in major cities but also visit many popular tourist destinations in other provinces and cities. However, traveling between cities remains quite inconvenient for international visitors. This growing number of visitors faces difficulties when paying with credit cards or Korean payment apps, as they are either not eligible for tax refunds or their cards are not accepted.
"I think Vietnam should improve these areas to attract more Korean tourists," said the head of KTO's representative office in Vietnam.
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