Wednesday, July 23, 2025

Vietnam has marked a new step in boosting tourism cooperation with the Republic of Korea (RoK), with the recent opening of its tourism promotion representative office in Seoul on June 28. This new program, carried out by the Vietnam Tourism Association and the Vietnamese Embassy in the Republic of Korea, is another effort to persuade more of the country’s tourists to visit and to deepen strategic relations in the context of tourism exchange.

A New Chapter of Bilateral Tourism Cooperation

The newly launched Vietnam Tourism Promotion Office is Vietnam’s first permanent tourism representation in South Korea. In his speech at the launch, Vu The Binh, Vice Chairman of the Vietnam Tourism Association stressed that the launching is an important step into the new stage in the direction of sustainable and systemic marketing of Vietnam tourism in this time of international integration. He said the era in which we could just count on seasonal promotions to achieve scattered results and the number of years we need to consistently work in key markets such as South Korea for long-term presence is over.

Destination branding today is about doing a lot more than distributing brochures at travel fairs, it’s about understanding on the ground what the market looks like, being adaptable and having flexible strategies to cater to specific traveller and traveller market conditions. Through such an installation in Seoul, Vietnam receives direct information concerning Korean attitudes and behaviors in tourism and travel so that it can better equip itself in the competitive tourism market..

The Promotion Office, A “Soft Bridge” to Break through Communication Walls

According to Vietnam’s ambassador to South Korea, the office is more than a marketing hub. Vu Ho called it a “soft bridge” that acts as a link between two cultures through tourism, deepening mutual understanding while inspiring possible cooperation in the development of products, media partnership as well as two-way visiting.

On the inaugural day, the office organized a roadshow and B2B networking session, which was participated by over 80 tourism companies from India and South Korea and was extensively covered by 13 South Korean media. This instant obviation permitted Vietnamese destinations to be given immediate access to Korean tour operators and media beyond the popular hotspots of Da Nang, Phu Quoc and Hanoi to promote new destinations and specialist experiences.

Focusing on Upcoming Trends in Travel

The opening was also an opportunity to shed light on latest tourism trends of Korean tourists. Immersive cultural experiences, high-end wellness retreats, sustainable (green) tourism and Meetings, Incentive, Conference and Exhibition (MICE) travel were among the rising demands.

As increasingly more Korean travelers look for experience and the eco, Vietnam has been gearing itself up to appeal to these new trends. By grasping and responding to such preferences on the ground in Seoul, Vietnamese tourism players can develop tailor-made products which meet Korean’s demand and in turn enhance the visitor experience.

Flexible Model Demonstrating Promotional Sustainability

What separates this promotion office is its structure: it is headed by the Vietnam Tourism Association, a professional nongovernmental group. The approach is opposed to the fixed, publicly-funded campaign agendas of the past and instead offers the means to adapt planning in response to actual circumstances and developments, creating opportunities for social and private partners to get more involved.

This model represent a copy model for national promotion in the future of Vietnam. It’s already been reported that similar branches will start forming in other high priority market such as Japan, China, U.S. and Europe. Every market also known to have different preferences and cultural standards, by localizing and being present physically in Vietnam we are likely to go after audience with respect and sensitivity to its needs.

Building A Stronger National Brand from Within

The Vietnam Tourism Board, establishing the Seoul office means a new level of tourism strategy for Vietnam – The promotional efforts focused on Korea represented Vietnam until the time which the Seoul office opened, but it is going to be changed to its own brand. It is indicative of a shift from campaign-based communications to value-chain marketing and sustained international profile.

Vietnam has already established itself as a “popular destination” in the world. Now, adopting institutional frameworks such as overseas tourism offices, the country is improving outreach capabilities, deepening partnerships and aiming to become a top-tier global travel brand. These offices are the “soft ambassadors,” and they marry marketing with culture and diplomacy and in the process tourism is turned into an engine of economic development.

Looking Ahead

The Vietnam Tourism Promotion Office in Seoul is more than just for show—it’s an actual step in restructuring how Vietnam will be dealing with the international tourism market. It highlights the significance of stable, long-term relationships, on-the-ground knowledge, and the professional reach at a time when travelers want to have experiences that are meaningful and well-vetted.

Through this effort, Vietnam is not just advertising its destinations—it is creating a unified and future proof tourism ecosystem that centers on teamwork, planning, and a shared cultural exchange. The knock-on effects of such a strategy might well mould the shape of Vietnamese tourism for the next ten years.