The Vietnam Tourism Association and the Embassy of Vietnam in South Korea have officially inaugurated the Vietnam Tourism Promotion Office in Seoul. This strategic connection aims to attract more South Korean tourists and deepen bilateral tourism cooperation.

A soft bridge for Vietnam - South Korea tourism collaboration

At the inauguration ceremony of the Vietnam Tourism Promotion Office in South Korea, Vu The Binh, Chairman of the Vietnam Tourism Association, emphasized that this marked a strategic breakthrough and reflected a proactive, sustainable approach to promoting key international markets.

“We can no longer rely solely on short-term events. Vietnamese tourism needs a consistent presence in the market, participating globally through systematic and in-depth methods,” he said.

According to Binh, in the increasingly competitive global landscape, destination branding cannot be built through just a few posters at trade fairs. E

stablishing a representative office in South Korea allows Vietnamese businesses and localities to directly access the market, understand consumer preferences, keep up with trends, and tailor their products accordingly.

This move demonstrates a shift from fragmented promotions to strategic engagement, paving the way for more meaningful bilateral cooperation.

Vietnam’s Ambassador to South Korea, Vu Ho, added that the promotion office is not merely a marketing tool but a "soft bridge" between the two nations.

“Tourism is not just about movement; it is a journey of culture and people. The promotion office will open up many opportunities for collaboration, sharing tourist flows, and developing products that match emerging preferences,” he stated.

On its opening day, more than 80 businesses from both countries participated in a roadshow and B2B networking event, joined by 13 South Korean media outlets.

No longer restricted to periodic trade fairs, Vietnamese businesses were able to directly “meet the market” in Korea, showcasing destinations beyond the usual favorites like Da Nang, Phu Quoc, and Hanoi.

The event also highlighted new travel trends: immersive cultural experiences, luxury retreats, MICE tourism, and green wellness – all areas of growing interest among Korean travelers.

Kim Nam Jun, Acting Director of the Tourism Content Strategy Division at the Korea Tourism Organization, praised the initiative and expressed hope that “with Vietnam’s official presence in Seoul, both countries’ tourism industries will enjoy more effective, professional, and long-term cooperation.”

A model worth replicating

What makes the Vietnam Tourism Promotion Office in South Korea distinctive is that it was established and operated by the Vietnam Tourism Association – a professional social organization – rather than relying solely on state funding or short-term campaigns led by government agencies.

This flexible and practical model effectively mobilizes social resources, aligning with the renewed spirit of national tourism promotion.

In the near future, this model could be replicated in other key markets such as Japan, China, Europe, and the United States – places where Vietnam needs deeper engagement to sustain its competitive edge.

As each market is its own unique ecosystem with distinct cultures, consumer behavior, and preferences, having a permanent local presence is the most effective way to “understand the customer before inviting them.”

The Vietnam Tourism Promotion Office in South Korea is a vital piece in the broader strategy of building a national destination brand.

It signals a shift in Vietnam’s tourism industry from passive to proactive, from isolated promotions to system-wide connectivity, and from event-based to value-chain-based marketing.

Now that the world is familiar with the image of “Vietnam – a friendly destination,” it is time to upgrade the visitor experience and assert global standing through a well-organized ecosystem of promotion, connection, and communication.

Each overseas representative office will serve as a “soft ambassador” that helps transform tourism into a truly leading economic sector.

PV