These results are clearly reflected through a series of promotional activities implemented by the Korea Tourism Organization (KTO) in Vietnam during the year, including the "Korea Travel Night 2025 - Korea Tourism Night 2025" program held in Ho Chi Minh City on December 23rd and Hanoi on December 26th.
The event attracted the participation of more than 200 travel agencies, tourism businesses, representatives of associations, state management agencies and Vietnam - Korea airlines, showing the increasingly deep and widespread interest and connection of the Vietnamese market in Korean tourism. This is also an opportunity to summarize the outstanding results of Korean tourism promotion activities in the context of the international tourism industry continuing to recover after the pandemic.
According to statistics, by the end of November 2025, Korea had welcomed more than 508,000 Vietnamese visitors, an increase of 6.9% compared to the same period last year. It is expected that for the whole year 2025, the number of Vietnamese visitors to Korea will reach approximately 550,000, an increase of 9% compared to 2024, approaching the pre-pandemic level. This result continues to affirm that Vietnam is one of the leading important source markets for Korean tourism in Southeast Asia.
Not only recording growth in the pure tourist segment, the incentive tourism market (MICE - Incentive) also achieved many outstanding results. In 2025, KTO Vietnam continues to hold the leading position in the system of 32 KTO representative offices globally in terms of supporting incentive tourism delegations to Korea.
Specifically, KTO Vietnam has supported 345 businesses to organize MICE delegations, corresponding to 41,166 visitors, an increase of 12.7% compared to 2024. This figure reflects the stable attraction of Korea to tourism programs combined with conferences and awards of Vietnamese businesses.
Assessing the role of KTO Vietnam, Ms. Nguyen Thi Hoa Mai - Deputy Director of the Vietnam National Administration of Tourism - said that the promotion activities in the past year have clearly shown the leading role, coordination and effective connection.
According to Ms. Hoa Mai, these programs not only help Vietnamese businesses and tourists better understand the unique values of Korean tourism, but also create conditions for the two sides to exchange and learn experiences in developing the cultural and tourism industry.
In 2025, KTO Vietnam promotes a strategy to diversify tourism content and products based on the K-Culture cultural platform, while expanding tourism product lines according to special preferences (SIT), self-sufficient tourists (FIT) to meet the increasingly diverse needs of Vietnamese tourists.
Prominent product groups include sports tourism (marathon, golf, e-sports), education tourism and medical tourism, local tourism, and in-depth experiences at new destinations in Korea.
Thanks to that, 376 new tourism products were developed in 2025, reaching 188% compared to the set target, contributing to significantly expanding the product structure and diversifying tourist choices when coming to Korea.
Faced with the context that the number of Vietnam - Korea flights has not fully recovered compared to 2019, KTO Vietnam has closely coordinated with airline partners and travel businesses, and at the same time implemented many promotional solutions to support the development of charter flight products, and promoted in other potential markets such as Hai Phong, Da Nang...
Recognizing the growth trend of self-sufficient (FIT) tourists to Korea, KTO has strengthened cooperation with Vietnamese businesses and global online tourism platforms (OTA) to develop diverse tourism products, and at the same time implemented tourism promotion campaigns with the theme of exploring the wave of Korean culture - Hallyu, family tourism, discounting airfares to Korea...
KTO's online communication continues to record positive results with many creative campaigns and consumer promotion activities that have contributed to improving the level of tourism recognition in Korea. In particular, the Korean tourism promotion campaign with the theme K-Beauty "BE.U.TIFUL KOREA" in the Vietnamese market in cooperation with Korea's leading cosmetics group - Amorepacific won the Bronze Prize - Digital Campaign category at the Korea National Digital Advertising Awards 2025 (KODAF).
In 2026, KTO will also continue to introduce a comprehensive promotion strategy, focusing on improving the quality of tourism products, activating K-Culture, expanding the free tourist market (FIT), exploiting new markets and strengthening support for travel businesses. In addition, KTO will expand promotion in new localities and lead the Tourism - Culture initiative, contributing to promoting sustainable development of Korean tourism in the Vietnamese market.
According to Ms. Park Eun Jung - Chief Representative of KTO in Vietnam - shared: "We appreciate the efforts and contributions of Vietnamese partners throughout 2025. Today's achievement is thanks to the persistent companionship of the tourism business community of the two countries. KTO will continue to develop practical support programs and expand cooperation opportunities to further promote tourism exchanges between Vietnam and Korea in 2026".
