At the 'Gia Lai 2026: Activating the Coast - Highlands Axis' workshop, held on 27/3 in Quy Nhon, Jung Jinwoo, Chairman of Rasko Holdings, a company in the tourism and aviation sector, noted that Korean tourists "have yet to discover Quy Nhon". He emphasized that this location possesses all the advantages to attract Korean visitors, similar to other popular destinations like Nha Trang, Phu Quoc, or Da Nang.

Assessing the Quy Nhon market in Gia Lai province, Jinwoo considers it a potential destination, capable of positioning a "new Vietnam" in the eyes of international visitors, alongside previously popular names. He highlighted its beautiful coastline, convenient flight times, and luxurious yet affordable accommodation. Quy Nhon also meets the demand for golf combined with leisure travel, a preferred travel habit among many Koreans.

"Let's put Quy Nhon on the map for Korean tourists," Jinwoo stated.

Eo Gio, a famous tourist spot in the former Nhon Ly commune, now part of Quy Nhon Dong ward. *Photo: FLC group*

In February, Quy Nhon was honored among the top 4 "trending destinations of 2026" by Tripadvisor, ranking above world-renowned locations like Milan and Vienna. This recognition was part of Tripadvisor's Choice Best of the Best Destinations awards, specifically in the Top Trending category. Previously, this coastal destination was also selected by Lonely Planet as one of the top 25 global destinations for 2026 and awarded the title of ASEAN Clean Tourist City 2026.

According to international visitor reviews on Tripadvisor, Quy Nhon's appeal lies not in grand entertainment developments but in its authenticity. Many beaches remain pristine with few tourists, and small fishing villages offer a slow-paced lifestyle. Travelers come here not just to check in, but to experience a different pace of life.

Huong Tran Kieu Dung, Permanent Vice Chairwoman of FLC Group, stated that if one asks what creates a destination's appeal, the answer might include beautiful scenery, culture, or climate. "But not every beautiful place becomes a destination," Kieu Dung added.

After 10 years of studying this region, Dung observed that while it is not bustling, its charm stems from its nature, culture, and people. However, a place with such value has yet to become a major name on Vietnam's tourism map.

"This place does not lack value or potential, but it is missing a way for these values to be connected and shared with the world," the FLC representative added.

Kieu Dung sharing at the workshop on 27/3. *Photo: Nguyen Hien*

To make Quy Nhon in particular, and Gia Lai in general, better known to Korean visitors, the Rasko Holdings representative announced plans to launch direct flights. During giai doan 1, flights from Korea to Quy Nhon will be charter services. Specifically, in QIII/2026, two flights are anticipated from Incheon Airport to Phu Cat. By QI/2027, two weekly charter flights from Incheon are expected, along with 9 flights from Busan and 4 from Yang Yang.

By 11/2027, flights will transition to scheduled services, with daily flights from Incheon to Phu Cat Airport and 4 weekly departures from Busan. The number of Korean visitors to Quy Nhon is projected to reach nearly 93,500 annually.

According to the National Tourism Administration, South Korea was Vietnam's second-largest source market in 2025, with 4,3 million arrivals out of over 21 million total. In the first two months of the year, South Korea was the largest group of visitors to Vietnam, accounting for nearly one million arrivals out of 4,7 million international tourists.

Also speaking at the workshop, Vo Huy Cuong, Deputy General Director of Bamboo Airways, stated that the airline plans to reduce flight frequency on the Hanoi - TP HCM route to increase flights between Hanoi - Gia Lai and Gia Lai - TP HCM. This move is expected to attract more tourists to Gia Lai in general and Quy Nhon in particular.

Gia Lai has been selected to host National Tourism Year 2026. Speaking at the event's announcement on 2/2 in Hanoi, Do Thi Dieu Hanh, Director of Gia Lai province's Department of Culture, Sports and Tourism, noted that hosting the National Tourism Year is a significant milestone. The merger of Binh Dinh and Gia Lai (under the name Gia Lai province) has created a new region, a convergence of the "majestic Central Highlands and the liberal beauty of the South Central Coast, forming a rare and diverse tourism ecosystem". The province aims to welcome 15 million visitors, with total tourism revenue estimated at 35,000 billion VND, an increase of over 20% compared to 2025.

Phuong Anh