Why Vietnamese Tourists Are Choosing Japan and South Korea for Their Autumn Escapes—What This Means for the Future of International Travel

Published on November 22, 2025

As the leaves turn golden across East Asia, Japanese and South Korean tourism officials are witnessing a notable influx of travellers from Vietnam, signalling a fresh wave of autumn demand that is more than just seasonal wanderlust — it’s a meaningful shift.
Meanwhile, Vietnamese interest in South Korea has risen sharply. According to platform‑search data, interest in South Korea by Vietnamese travellers grew 55 % for the autumn red‑leaf period, underscoring the nation’s appeal beyond familiar summer or spring seasons.
This phenomenon is being tracked across public‑ and private‑sector lenses, offering tourism stakeholders in Tokyo, Seoul and Hanoi a timely story of pivoting patterns, new opportunities — and some of the challenges that come with rapid demand growth.

Who’s driving the trend

Vietnamese outbound travel is maturing. With growing disposable income, greater exposure to global destinations, and a rising appetite for experiential travel, Vietnamese travellers are increasingly seeking out autumn escapes.

In recent months, data released by the Japan National Tourism Organization (JNTO) show that Vietnam contributed approximately 50,400 visitor arrivals to Japan in September 2025. The overall inbound visitor figure for the month stood at 3,266,800 — up 13.7 % year‑on‑year.

Japan’s official statistics reflect a solid Vietnamese presence among inbound travellers for September. And while detailed numbers for South Korea’s Vietnamese segment are not yet fully published in government‑aggregated data, travel‑platform insights suggest a meaningful uptick.

What’s changing

What stands out is the autumn timing: the so‑called red‑leaf season in both Japan and South Korea offers nature appeal (fall foliage), cultural events and itineraries timed away from summer crowds.
For Japan, the official JNTO dataset shows Vietnam among the listed source markets for September arrivals.
For South Korea, search‑interest trends indicate strong double‑digit growth from Vietnam for autumn travel.
In short: the travel window is shifting and Vietnam is becoming a stronger contributor.

Where the gains are felt

In Japan’s major arrival statistics, September’s 3.27 million visitors are part of a year‑to‑date total near 31.65 million (January‑September).
In South Korea, while official monthly figures by nationality are less granular in public government dashboards, the broader context points to recovering inbound tourism and emerging source markets beyond traditional strongholds.
The geographic mix for Vietnamese travellers tends to include mayor hubs – Tokyo, Osaka, Seoul, Busan – but also regional escapes tied to autumn scenic travel. Platforms note heavy interest for Korean spots like Seoul and Busan among Vietnamese.

Why it matters

This development matters for several reasons:

• Diversification: For Japan and South Korea, reliance on traditional source markets (China, Taiwan, South Korea itself, the US) is being expanded to include vibrant Southeast Asian origin markets.
• Season‑extension: Autumn is often quieter than the peak summer months. A strong Vietnamese contingent in October‑November helps smooth demand.
• Travel‑product implications: Tour operators, airlines and hospitality providers must adjust to different traveller behaviour, language needs, payment preferences and itinerary styles.
• Economic ripple: More visitor nights, more spending, more potential for repeat travel. Even modest increases from emerging source markets can have outsized impact when combined across destinations.

How the shift is enabled

While some of the growth is organic (travel desire, youthful travellers), enabling factors are also at play:

• Easier access & connectivity: More direct or low‑cost connections, strong marketing of autumn‑leaf experiences, partnerships targeting Vietnamese outbound travellers.
• Travel‑platform data showing directional interest: For example, Vietnamese searches for Korea increased by 55 % during autumn vs summer months on one major booking site.
• Destination‑marketing adaptation: Both Japan and Korea are positioning autumn packages more prominently, and destinations recognise the value of Southeast Asia as a growth market.

Challenges & what to monitor

Rapid demand growth always brings caveats. For Vietnam‑origin travellers heading to Japan or South Korea, key issues include:

• Language and service adaptation: Vietnamese‑language digital touchpoints, localised itineraries, seamless payment systems.
• Flight / accommodation capacity: As autumn fills up, availability and pricing may tighten — offering both opportunity and risk of visitor dissatisfaction.
• Repeat‑visit strategy: One trip is good; turning that into multiple visits or longer stays is even better for destinations.
• Seasonality: A surge in autumn is beneficial, but destinations must ensure infrastructure and experience hold up under increased demand.
• Data transparency: Some of the insights come from private‑platform search data rather than fully published government segmentation; more public statistical breakdowns would help in planning.

What this means for industry players

For airlines: more Vietnamese routes or frequency to Japan/South Korea, especially timed for October‑November.
For tour operators: Autumn‑themed packages (leaf‑viewing, cultural festivals, fewer crowds) pitched at Vietnamese travellers.
For accommodation/hospitality: Prepare for more Vietnamese guests, ensure staff and services are ready (language, food, payment).
For destination marketing: Create Vietnamese‑language campaigns, engage influencers, highlight autumn experiences distinct from summer beach or ski seasons.
For analytics: Monitor spend per traveller, length of stay, repeat rate — this will shape how valuable the Vietnamese segment becomes long‑term.

The travel story unfolding is human. Vietnamese families, couples and solo travellers are now looking beyond typical hot‑spots to embrace the crisp air of autumn in Japan and South Korea, the rustle of leaves underfoot and cultural discovery in a different season. For tourism boards, airlines and operators, this is a moment to lean in and tailor smartly — not just chase numbers, but welcome new travellers in a way that makes them feel that their journey mattered.
As the autumn light fades into early winter, what starts as a bright burst of interest from Vietnam could well become an enduring rhythm of travel across East Asia.