How South Korean tourists are spending money in Vietnam

According to a report released by digital payment company Visa last month, Vietnam ranked second in the Asia-Pacific after only Japan among destinations where South Korean tourists spent the most in the first half of this year.

Their spending on accommodation increased by 60% year-on-year and accounted for 21% of their total spending in Vietnam.

"This highlights Vietnam's appeal for luxury travel among South Koreans," the report said.

Spending on necessities also accounted for 21%, with food and drink making up 17%.

The number of Korean tourists using electronic payments increased to 33% from 15% last year.

Korean celebrities too have been making a beeline for Vietnam and staying at five-star resorts in Nha Trang and Phu Quoc.

Pham Van Dung, director of Victoria Hoi An Resort, said Koreans account for 15% of their guests, typically travel as couples and are willing to spend on luxury dining and massage services.

A swimming pool by the sea at Victoria Hoi An resort. Photo courtesy of Victoria Hoi An

He described Korean tourists as "easy going" but particular about service quality.

Martin Koerner, commercial director of The Anam Group, said high-end Korean travelers have high expectations when it comes to service standards.

They are drawn to attractions like golf courses and local markets, unique experiences such as mud baths and cultural sites, he added.

Nguyen Vu Quynh Anh, general director of Sun Hospitality Group, said her hotel chain has seen strong growth this year in the number of Korean guests, particularly in the early months.

They mostly stay for four or five days and spend on shopping, food and entertainment, she added.

Since Vietnam reopened its borders after Covid in March 2022, South Korea has overtaken China as its largest source of visitors.

Between January and September this year there were 3.3 million visitors, or nearly 26% of all arrivals.

In 2023 they had made up 30% of Vietnam's 12.6 million tourists.

A family of South Korean tourists visit Mui Ne, south central Vietnam, in March 2024. Photo by Nhu Trung

Lee Jae Hoon, head of the Korea Tourism Organization in Vietnam, listed the country’s advantages in attracting Korean tourists, particularly the abundance of direct flights from Korea to popular destinations like Hanoi, HCMC, Phu Quoc, and Da Nang and affordable fares.

Tran Thi Bao Thu, marketing and communications director of Vietlux Travel Company, said its cuisine is also a key reason for Vietnam's growing popularity among Koreans.

It was in fact recently named the top destination for food lovers from South Korea following a survey by digital travel platform Agoda, which polled 4,000 travelers in 10 Asian markets.

In response to the growing number of Korean tourists, The Anam Cam Ranh is providing Korean language support, expanding food options and adopting marketing strategies tailored to Korean preferences.

Sun Group hotels also have special programs for Korean visitors, including flexible check-in and check-out times to suit Korean flight schedules to Phu Quoc and Da Nang.

Some South Korean tourists have complained about difficulties paying with credit cards and using their payment apps in Vietnam, while others have been unable to claim tax refunds.

"I believe Vietnam should address these issues to attract even more Korean visitors," Lee said.