Vietnamese travelers are increasingly choosing Japan and South Korea for winter getaways, driven by a desire for unique snow experiences rather than just popular destinations. This shift towards "emotional travel" has led to a significant surge in bookings, with many willing to pay a premium for early snow viewing and skiing opportunities.
From early November, Ngoc Anh, a sales representative at a travel company, received continuous inquiries from acquaintances and clients about the best times for snow in South Korea and Japan. Most tours are booked for late December, coinciding with Christmas, and for January-February, aligning with the New Year and Lunar New Year holidays.
According to data from Cong ty Du lich Viet, Northeast Asian markets such as South Korea and Japan continue to be top destinations for Vietnamese tourists this winter. Popular spots include Hokkaido for snow hunting and onsen baths, and Tokyo-Osaka for shopping and snow viewing in Japan. In South Korea, Seoul, Busan, and the Ganwon-do ski area are frequently requested destinations. Tour prices for trips to Japan start from 25 million VND, while South Korea tours begin at 16 million VND for a five to six-day itinerary.
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Shirakawa-go ancient village in Japan looks like a fairytale in winter. *Fun Japan* |
The combination of picturesque landscapes, suitable climate, and festive atmosphere has made winter in these Asian countries a prime destination for many Vietnamese travelers, according to Nguyen Thuy Nga, a representative from Nam Thanh Travel. Travel companies recorded a clear increase in outbound tour bookings for the last two months of the year, with a nearly 30% rise compared to the previous year. Occupancy rates for Lunar New Year 2026 tours had already reached nearly 50% by late October, indicating that Vietnamese travelers are ready to spend on quality trips and seasonal experiences.
At Vietluxtour, bookings for the last two months of the year increased by 18-22%, primarily for Japan and South Korea routes. Vietravel also reported a 20% growth compared to the same period in 2024 for similar tours. This positive growth stems from Vietnamese tourists' growing preference for winter travel and year-end festivities. Additionally, travelers are increasingly booking tours earlier to secure their itineraries, noted a Vietluxtour representative.
Vietnamese travel agencies observe a trend of "emotional booking" this year. Nguyen Thuy Nga of Nam Thanh Travel explained that previously, Vietnamese clients often chose tours based on criteria like good value or famous destinations. Now, "emotional travel" is gaining prominence, with many clients willing to spend more for special experiences such as witnessing the first snowfall or skiing. These travelers are not just looking to "check in" at locations; they want to immerse themselves in the "real feelings"—the biting cold, the misty breath in the air, and the crunch of snow underfoot. Upon hearing news of snow, they book tours, even accepting prices 20-30% higher than standard tours to travel sooner.
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Seoul night market in winter. *Mercicoree* |
Beyond popular destinations like Japan and South Korea, this year travel companies also note interest in places such as Europe, China, and Northern Europe for viewing the Northern Lights. Pham Van Bay, Director of Vietravel Hanoi, added that the number of Vietnamese tourists interested in "off-season" tours is equally high. When Vietnam's weather turns cold, Vietnamese travelers seek out countries entering their warm seasons, including Australia, South Africa, Dubai, and Egypt.
Phuong Anh
