Vietnam’s Bold Move in Seoul: A Surging Changer for Tourism That Could Transform Global Travel!

Wednesday, July 23, 2025

Vietnam has taken a significant step towards strengthening its tourism ties with South Korea by establishing a permanent presence in Seoul. The Vietnam Tourism Association (VTA), in collaboration with the Vietnamese Embassy in South Korea, officially inaugurated the Vietnam Tourism Promotion Office in Seoul, marking a pivotal moment in the country’s tourism strategy. This new initiative is aimed at attracting more South Korean tourists to Vietnam and deepening the bilateral tourism cooperation between the two nations.

Strategic Purpose Behind the Vietnam Tourism Promotion Office

The establishment of the Vietnam Tourism Promotion Office represents a strategic effort to position Vietnam as a preferred destination for South Korean travelers. The move reflects the growing importance of sustained engagement in international tourism markets, particularly in the face of increasingly competitive global tourism trends. According to Vu The Binh, the Chairman of the Vietnam Tourism Association, this initiative is a significant breakthrough that aligns with Vietnam’s proactive and sustainable approach to tourism promotion. The establishment of a permanent office demonstrates Vietnam’s commitment to going beyond short-term promotional events and creating lasting, meaningful connections with international markets.

As part of the growing emphasis on sustained engagement, Binh highlighted the necessity for Vietnam to have a consistent presence in key markets. Relying on periodic events and isolated promotional efforts is no longer effective in establishing a strong brand presence. Instead, the tourism office in South Korea serves as a permanent fixture that will allow Vietnamese businesses to directly access the market, understand consumer preferences, and tailor their tourism offerings accordingly.

A “Soft Bridge” for Enhanced Bilateral Cooperation

The Vietnam Tourism Promotion Office in Seoul is being viewed not only as a marketing tool but as a “soft bridge” that will strengthen the cultural and people-to-people connections between Vietnam and South Korea. Vietnam’s Ambassador to South Korea, Vu Ho, emphasized that tourism is more than just movement; it is about cultural exchange and fostering stronger bonds between the two nations. This office will serve as a vital platform for sharing tourist flows, creating joint promotional efforts, and developing products that cater to the emerging preferences of South Korean travelers.

The strategic significance of the office lies in its ability to facilitate continuous and meaningful collaboration between the two countries. It is expected to help both Vietnam and South Korea navigate the evolving trends in the tourism industry and respond more effectively to changing traveler demands. Through this office, the countries will be able to work together to create and promote a range of travel experiences that appeal to a broad spectrum of tourists, from those seeking immersive cultural experiences to those interested in luxury retreats and wellness tourism.

The Roadshow and B2B Networking Event: Bringing Vietnam to the Market

On the opening day of the Vietnam Tourism Promotion Office, more than 80 businesses from both Vietnam and South Korea participated in a roadshow and B2B networking event. This event allowed Vietnamese tourism businesses to directly interact with their South Korean counterparts and showcase their offerings. Unlike traditional trade fairs, this event provided a more personalized approach, enabling businesses to build direct relationships with the market and engage in meaningful discussions about potential partnerships and collaborations.

The roadshow was attended by 13 media outlets from South Korea, which helped amplify the message of Vietnam’s tourism offerings to a wider audience. This platform also allowed Vietnam to present new and exciting destinations beyond the usual favorites such as Da Nang, Phu Quoc, and Hanoi. By introducing lesser-known destinations and niche travel experiences, Vietnam aims to diversify its tourism offerings and attract a wider range of South Korean travelers who are increasingly seeking unique and tailored travel experiences.

Emerging Travel Trends: A Focus on Cultural and Experiential Tourism

The event underscored several emerging travel trends that are gaining popularity among South Korean travelers. These trends include immersive cultural experiences, luxury retreats, MICE tourism (meetings, incentives, conferences, and exhibitions), and green wellness tourism. These areas reflect the changing preferences of today’s travelers, who are looking for more than just sightseeing—they want to engage with the destination in a meaningful way and experience the local culture, nature, and lifestyle.

For instance, cultural tourism has become increasingly popular as travelers seek deeper connections with the places they visit. Vietnam’s rich cultural heritage, with its ancient traditions, vibrant arts, and diverse landscapes, offers ample opportunities for tourists to engage with the local culture. Whether it’s participating in traditional festivals, exploring historical sites, or learning local crafts, these experiences are becoming highly sought after by South Korean tourists.

Wellness tourism is also on the rise, with travelers seeking destinations that offer relaxation, rejuvenation, and holistic well-being. Vietnam’s tranquil natural settings, such as its lush mountains, pristine beaches, and serene countryside, make it an ideal location for wellness retreats, eco-resorts, and nature-based therapies. The Vietnam Tourism Promotion Office is expected to play a key role in showcasing these types of experiences to the South Korean market, further solidifying Vietnam’s position as a leading destination for wellness tourism.

Building Long-Term Tourism Cooperation Between Vietnam and South Korea

Kim Nam Jun, the Acting Director of the Tourism Content Strategy Division at the Korea Tourism Organization, praised the establishment of the Vietnam Tourism Promotion Office and expressed optimism about the future of tourism cooperation between the two countries. According to Jun, the office represents a valuable opportunity for both nations to engage in more effective, professional, and long-term collaboration. By fostering deeper ties in the tourism industry, the two countries can develop a mutually beneficial partnership that not only boosts tourist arrivals but also strengthens the cultural exchange between their people.

Vietnam’s tourism sector is undergoing a significant transformation, shifting from isolated and short-term promotional campaigns to a more integrated, long-term approach. The Vietnam Tourism Promotion Office in Seoul is a crucial step in this direction, serving as a focal point for continuous engagement with the South Korean market. As more and more countries around the world are recognizing the importance of building strong, enduring relationships with their tourism partners, Vietnam’s proactive stance sets a positive example for other nations looking to enhance their global tourism presence.

A Flexible Model for Tourism Promotion: A Blueprint for the Future

What sets the Vietnam Tourism Promotion Office in South Korea apart from traditional tourism offices is its unique operational model. Unlike many government-led initiatives that rely solely on state funding or short-term campaigns, the office was established and is being operated by the Vietnam Tourism Association (VTA), a professional social organization. This flexible and practical approach allows the office to tap into social resources, mobilizing private sector participation and aligning with the renewed spirit of national tourism promotion.

The success of this model could serve as a blueprint for other countries looking to establish a permanent presence in key international markets. It is a model that could be replicated in other important markets, such as Japan, China, Europe, and the United States—regions where Vietnam needs to deepen its engagement to maintain a competitive edge. By establishing permanent offices in these markets, Vietnam can better understand the unique needs and preferences of each target audience, ensuring that its tourism offerings are always aligned with market demands.

Enhancing Vietnam’s Global Standing: A Shift from Passive to Proactive Tourism Promotion

The Vietnam Tourism Promotion Office in South Korea is a key component of the broader strategy to build a strong, cohesive national tourism brand. The office marks a shift from passive, event-based marketing to proactive, long-term engagement. It emphasizes the need for systematic and in-depth approaches to tourism promotion, where connections are built over time through consistent presence and meaningful collaborations.

Vietnam’s growing recognition as a “friendly destination” has laid the foundation for future tourism success. However, to upgrade the visitor experience and assert its global standing, the country must continue to invest in well-organized, strategic tourism promotion. Each overseas representative office, such as the one in South Korea, will act as a “soft ambassador” for Vietnam, helping to transform tourism into a leading economic sector and ensuring that the country remains a top choice for international travelers.

Conclusion: A Bright Future for Vietnam’s Tourism Industry

The establishment of the Vietnam Tourism Promotion Office in Seoul is a significant milestone in the country’s ongoing efforts to enhance its tourism sector. By building a permanent presence in South Korea, Vietnam has positioned itself to attract more South Korean tourists, foster deeper bilateral tourism cooperation, and establish long-term relationships with international markets. As the tourism industry continues to evolve, Vietnam’s proactive approach serves as a model for other nations seeking to enhance their global tourism appeal.

This new office will play a critical role in showcasing Vietnam’s diverse offerings, from cultural experiences to wellness retreats, while fostering collaboration with international partners. Through strategic engagement, innovation, and a commitment to enhancing the visitor experience, Vietnam is poised to strengthen its position as a leading tourism destination on the global stage.