In recent years, South Korea and Vietnam have solidified their status as significant tourism partners, as evidenced by the increasingly vibrant travel exchanges between the two nations. The year 2024 marked a historic milestone when the number of reciprocal tourist visits between Vietnam and South Korea exceeded 5 million. This upward trend continues into 2025, with South Korea welcoming 134,000 Vietnamese tourists in the first three months alone, reflecting a 22.7% increase compared to the same period in 2024 and a remarkable 23.2% increase compared to the same period in 2019.
As South Korea enters its spring bloom, tourism officials anticipate even greater numbers. The Korean Tourism Organization (KTO) Vietnam has taken proactive measures to promote and support the development of innovative and unique South Korean tourism products tailored for the Vietnamese market. This initiative is part of a broader strategy to enhance the travel experience for Vietnamese tourists.
At the forefront of these efforts is the K-Culture Tour, which allows visitors to explore the rich cultural tapestry of South Korea through experiences centered around K-Pop, K-Drama, K-Beauty, and K-Fashion. Additionally, the Korea Premium Tour aims to provide high-end travel experiences, while the SIT (Special Interest Tour) caters to niche interests, including sports tourism. Notably, tours are being organized around events such as the cherry blossom marathon in Gyeongju and Seoul, as well as e-sports competitions and long-distance cycling tours.
During the Vietnam International Travel Mart (VITM) 2025 held in Hanoi, KTO Vietnam showcased a variety of unique tours and cultural experiences designed to engage Vietnamese tourists. Activities included traditional market visits, opportunities to wear Hanbok (traditional Korean attire) for free, and instant photo sessions to capture memorable moments. The booth attracted considerable public interest, highlighting the growing enthusiasm for South Korean culture among Vietnamese travelers.
Representatives from KTO Vietnam expressed optimism about the future of tourism between the two countries. Park Eun Jung, the head of the Korean Tourism Organization in Vietnam, stated, “We hope that this fair will contribute to the success of South Korean tourism in the Vietnamese market in 2025.” The collaboration between KTO Vietnam and nearly 20 leading Vietnamese tourism companies aims to ensure that Vietnamese travelers have access to distinctive and appealing experiences when visiting South Korea.
Meanwhile, the Korean Cultural Center in the European Union is making waves with its upcoming photo exhibition titled ‘Hanbok on the Road’ in Belgium, which will run until May 2025. This exhibition aims to celebrate the traditional Korean garment and its cultural significance. In addition to the exhibition in Belgium, the Korean Cultural Center in Osaka, Japan, will present seasonal traditional handicrafts, while Shanghai, China, will host the ‘World of Traditional Korean Music: The Ancient Music Story of Koreans’ exhibition until the end of June 2025.
Across the Atlantic, the Korean Cultural Center in Washington, D.C., plans to introduce the traditional sport of Ssireum (Korean wrestling) in October 2025. This event will coincide with a cultural experience celebrating Kimchi Day on November 22, 2025, where attendees can learn about the traditional Korean dish and its preparation methods.
The diverse array of cultural events and tourism initiatives underscores the commitment of both South Korea and Vietnam to strengthen their ties through tourism and cultural exchange. As both nations continue to promote their unique offerings, the anticipation for increased travel and cultural understanding is palpable.
In conclusion, the collaboration between South Korea and Vietnam in the tourism sector is poised for further growth, driven by innovative programs and a shared passion for cultural exchange. With an increasing number of Vietnamese tourists exploring South Korea and exciting cultural events taking place worldwide, the future looks bright for this flourishing partnership.
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