Nha Trang has become the most searched destination for South Korean tourists booking summer vacations in 2025 and 2024, surpassing Da Nang, Phu Quoc, Hoi An, and Ho Chi Minh City, according to a July 4 report from online travel agency Agoda. Nha Trang’s surge in popularity is most evident in 2025, with a 95% increase in searches compared to 2023, when Da Nang was the top choice for South Korean tourists, followed by Nha Trang, Hoi An, Ho Chi Minh City, and Phu Quoc.

South Korean media outlets have also highlighted Nha Trang as a prime destination. The Korea Times referred to Nha Trang as the "Naples of Vietnam", while travel magazine Haps praised it as "an island paradise with a series of beautiful beaches". Cam Ranh is also gaining popularity, often dubbed the "Maldives of Vietnam" by South Korean travelers on Naver.

"Nha Trang is a place where you can see South Koreans as soon as you arrive at the airport", said Choi A Young, a writer for the Maeil Business Newspaper.

South Korean tourists board a canoe for an island tour in Nha Trang. Photo: Bui Toan

Previously, Da Nang was the preferred destination for South Koreans visiting Vietnam. Bui Huy Bang, deputy director of V-One Travel, a company specializing in South Korean tourism to Vietnam, attributed Nha Trang’s rising popularity to Da Nang’s saturation.

Nha Trang has significantly improved its services for South Korean tourists, both in quality and quantity. This includes coastal resorts and outdoor entertainment centers with enhanced functionality. Spas and restaurants have expanded and upgraded, alongside new leisure tourism offerings. Data from V-One Travel reveals a 30-40% growth in South Korean bookings to Nha Trang in the first six months of 2025 compared to the same period in 2024.

Nguyen Van Hieu, director of New Life Travel, another agency specializing in South Korean tourism to Nha Trang, said that before 2024, the company focused on domestic, Chinese, and Malaysian markets due to inconvenient flight connections between South Korea and Nha Trang. In the first half of 2025, the number of South Korean tourists the company brought to Nha Trang increased by about 20% year-on-year.

Now, numerous airlines from both South Korea and Vietnam offer direct flights to Cam Ranh, providing travelers from major cities like Busan, Seoul, and Daegu with more choices and competitive prices. These direct flights are a major factor in Nha Trang’s appeal.

Nha Trang's proximity to Da Lat and Phan Thiet also makes it an attractive base for South Korean tourists, allowing them to combine two or three destinations in one trip. 2025 Nha Trang travel blogs on Naver by South Korean tourists almost always include Da Lat and Phan Thiet in their 6-7 day itineraries.

Rami Chu, a Seoul resident, noted that while Da Nang has long been a popular choice for South Korean tourists, she has recently seen a surge in posts about Nha Trang, especially on Naver. Influencers sharing their Nha Trang experiences have piqued her curiosity, adding the destination to her "waiting list" for next year.

Actress Park Min Young (center, floral dress) poses with resort staff in Nha Trang. Photo: Rachel_mypark

South Korean entertainment figures are also increasingly choosing Nha Trang. The City Times reported in 3/2024 that several celebrities, including Park Min Young from the drama "Marry My Husband" and actress Eugene and her husband from "Penthouse", have vacationed there.

"Celebrity vacations reinforce Nha Trang's status as an increasingly popular destination for South Korean tourists. In the future, Nha Trang’s allure promises to continue shining alongside South Korean stars", the City Times wrote.

Beyond these individual celebrity trips, Pham Minh Nhut, chairman of the Khanh Hoa Tourism Association, stated that about 60-70% of foreign tourists to Nha Trang are South Korean. The local government has actively promoted Nha Trang tourism in various South Korean cities, inviting social media influencers and celebrities to experience and share their travels.

In addition to Nha Trang's inherent appeal, Vietnam as a whole offers several attractions for South Korean tourists. According to The Outbox Company's South Korea Market Profile 2024 report, Asia is the most popular destination, attracting 86% of South Korean outbound tourists. Japan and Vietnam account for over half of this market share, with 39% and 12% respectively.

South Korean tourists are discerning, basing their destination choices on safety, "must-see" attractions, and reasonable costs.

"Safety standards" are consistently ranked as the most important factor. Japan holds a significant advantage in this area, with 53% of South Korean tourists highlighting its safety, compared to 38% for Vietnam. "Must-see" attractions rank second, and Vietnam scores highly here, with 55% of South Koreans praising its offerings.

South Korean tourists at a resort in Cam Ranh. Photo: Eun_ha3

"Affordable travel experiences" are the third key factor, important to 41% overall, and crucial for travelers under 35 who prioritize cost-effectiveness. South Korean tourists spend an average of 1,650 USD on a five-day international trip.

However, with rising inflation and travel costs, many tourists are adopting budget-saving measures, including choosing cheaper or closer destinations (54%), reducing spending at their destination (24%), downgrading flight options (28%), or opting for cheaper accommodation (32%). Younger travelers without children, especially men, are more likely to cut accommodation costs.

Vietnam often offers more economical trips, making it appealing to budget-conscious travelers who prioritize experiences like local cuisine and exploration over luxury activities favored by those with higher travel budgets.

"Vietnam is almost the number one destination for South Koreans—aside from Japan, which has always been a traditional choice", said Dang Manh Phuoc, CEO of The Outbox Company.

According to Phuoc, the South Korean market has seen continuous growth over the past five years, focusing on destinations like Da Nang and now Nha Trang and Phu Quoc. This demonstrates the effectiveness of incentive policies and airline initiatives like affordable charter flights.

Over time, charter flights will transition to commercial flights, requiring destinations to broaden their customer base and develop new products. This is the challenge Nha Trang faces to avoid losing South Korean tourists.

A representative of the Khanh Hoa Tourism Association emphasized the importance of the South Korean market but stated that the province will avoid over-reliance, as happened with Chinese and Russian tourists. Khanh Hoa will continue promoting its tourism to attract Australian visitors.

Tu Nguyen