Vietnam and South Korea Expands New Tourism Partnership Through Culture, Creativity and Travel Exchange

The tourism relationship between Vietnam and South Korea is set to improve thanks to increased cooperation in culture and new tourism experiences in the creative industries. At the 2026 APEC Ministerial Meeting held in Macao, China, Vietnam’s Minister of Culture, Sports and Tourism, Lam Thi Phuong Thanh, had an audience with her counterpart from South Korea, the Minister of Culture, Sports and Tourism, Chae Hwi Young. They discussed the possibilities of new forms of cooperation in tourism, culture and sports.

This meeting marked a significant step toward recognizing the importance of tourism as a means of fostering economic development and bringing people together. The two countries recognized the strength of the foundation provided by the Vietnam-Republic of Korea Comprehensive Strategic Partnership and resolved to take advantage of opportunities for concrete initiatives that will help improve tourism relationships between them. This form of cooperation follows other examples of using culture and creative industries in developing tourism cooperation throughout Asia.

South Korea Remains One of Vietnam’s Most Important Tourism Markets

South Korea continues to play a major role in Vietnam’s international tourism sector, ranking as the country’s second-largest source market for international visitors. Vietnam has identified South Korea as one of its priority tourism markets and is focusing on improving services and developing travel products that better match Korean visitors’ preferences. Tourism authorities are working to understand traveller interests, cultural expectations and holiday patterns to create more personalised experiences.

The growing number of Korean visitors highlights the importance of strengthening connectivity between the two countries through improved tourism cooperation. Vietnam aims to expand beyond traditional sightseeing by offering experiences connected with local culture, heritage, cuisine and communities. By creating more diverse tourism products, Vietnam hopes to encourage longer stays, increase visitor spending and strengthen its position as a preferred destination for Korean travellers.

New Cultural Tourism Products Aim to Highlight Shared Vietnam-Korea Heritage

During the meeting, Vietnam proposed developing joint tourism products focused on cultural and heritage experiences that showcase the historic relationship between the two nations. The initiative aims to provide Korean visitors with deeper connections to Vietnam by highlighting shared historical links, traditions and cultural values. Heritage-based tourism has become increasingly important as travellers look for authentic experiences that go beyond standard attractions.

Vietnam and South Korea have significant historical and cultural connections that can be transformed into unique travel experiences through storytelling, guided tours and educational programmes. The development of such products could introduce visitors to lesser-known destinations while strengthening understanding between the two societies. Both countries believe cultural tourism can become an important bridge for strengthening long-term friendship and cooperation.

Vietnam Promotes International Tourism Events Ahead of Major Global Engagements

Vietnam also introduced several upcoming international events designed to strengthen cultural exchange and tourism cooperation. These include ITE HCMC 2026, the World Culture Festival in Hanoi and the High-Level Dialogue on Cultural and Creative Industries, scheduled to take place in Da Nang in 2027 during APEC 2027 in Vietnam. Vietnam invited South Korean government agencies, businesses and cultural organisations to participate in these events and contribute to broader cooperation.

Such international platforms provide opportunities to promote Vietnam as a tourism destination while encouraging partnerships between travel companies, cultural institutions and creative industries. The events are expected to strengthen Vietnam’s visibility among international markets and support the country’s ambitions to become a leading destination in Asia.

South Korea Plans Heritage-Based Travel Promotion in Vietnam

South Korea welcomed Vietnam’s proposals and agreed that both countries have significant potential to create new tourism products. South Korean authorities announced plans to organise familiarisation trips to destinations connected with historical links between the two countries. One focus will include locations associated with Prince Ly Long Tuong, whose historical connection provides an opportunity to explore shared cultural heritage.

The trips are expected to involve Vietnam’s Tourism Ambassador to South Korea Lee Chang-kun, helping promote Vietnam’s destinations and strengthen awareness of historical connections. By encouraging tourism professionals and influencers to experience these destinations directly, both countries aim to create stronger promotional networks and attract more visitors.

Both Countries Seek to Promote Lesser-Known Destinations and Longer Stays

South Korea also highlighted the importance of expanding tourism beyond Vietnam’s most recognised destinations. Popular locations such as Hanoi, Ha Long, Da Nang, Nha Trang and Phu Quoc continue attracting large numbers of visitors, but both countries see opportunities to introduce travellers to new regions. Promoting emerging destinations could help diversify tourism flows, reduce pressure on major attractions and encourage longer visitor stays.

Vietnam’s lesser-known cultural sites, rural landscapes and community-based tourism experiences offer significant potential for travellers seeking more authentic journeys. Expanding tourism routes can also create economic opportunities for local communities while supporting more balanced destination development.

Creative Industries Become New Area of Vietnam-South Korea Cooperation

The meeting also explored cooperation beyond traditional tourism, with both countries discussing opportunities in emerging creative sectors. Areas of potential collaboration include gaming, digital content, video production and copyright protection. Cultural industries are becoming increasingly important contributors to economic growth, particularly as digital platforms transform how people experience entertainment, culture and travel.

South Korea’s global success in areas such as music, film, performing arts and digital content provides valuable experience for Vietnam as it develops its own creative industries. Both countries believe cultural industries can support tourism by increasing international interest in destinations and creating new forms of cultural exchange.

Vietnam and South Korea Strengthen Cultural Infrastructure and Exchange

The two nations also discussed expanding cultural exchange through new institutional partnerships. Vietnam highlighted the importance of the Korean Cultural Center in Vietnam in promoting cultural understanding and strengthening connections between communities.

Vietnam is also working towards establishing a Vietnam Cultural Center in South Korea and expressed hope for continued support from Korean authorities. South Korea announced plans to establish a Korea 360 Complex Center in Vietnam, designed to further promote Korean culture and provide a platform for cultural interaction. These initiatives demonstrate both countries’ commitment to strengthening cultural links alongside tourism cooperation.

Tourism and Sports Cooperation Expand Under Strategic Partnership

Beyond tourism and culture, Vietnam and South Korea reaffirmed their commitment to expanding sports cooperation. Both sides discussed collaboration in areas including athlete training, technical exchanges and human resource development. Sports cooperation can contribute to stronger people-to-people connections while creating additional opportunities for events, travel and international exchanges. The countries also agreed to continue strengthening cooperation through youth programmes and practical initiatives.

Vietnam-South Korea Tourism Partnership Creates New Future for Regional Travel

Recent talks between Vietnam and South Korea show how significant is tourism, culture, and the creative industry for their relations. Through creation of products that promote heritage tourism, opening of new destinations, and strengthening cultural cooperation, the two countries can ensure travelers have more memorable experiences.

The cooperation also showcases how there is a movement in the region towards creating tourism models that involve authenticity and cultural connections. If the two countries continue cooperating, they are bound to see increased tourist exchanges, creative industry development and more connected future for tourism in Asia.

Image Source: Vietnam National Authority of Tourism