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From 2015 to 2019, the number of tourists from these three markets to Vietnam increased continuously, becoming important source markets for visitors. In 2019 alone, out of over 28.7 million South Koreans who traveled internationally, 4.3 million chose Vietnam as their destination.
In 2022, South Korea was the largest source market for tourists to Vietnam with nearly 800,000 visits (out of a total of over 3.4 million foreign visitors), according to the Vietnam National Administration of Tourism. Japanese and Taiwanese tourists were also among the top. However, only 18% of South Korean tourists said they were "confident in their knowledge of Vietnam," while 62% of Japanese tourists said they only knew "relatively."
Only 18% of Korean tourists said they were "confident in their knowledge of Vietnam".
The Outbox Company, a travel market research firm, recently released its Outbox Capture report, "International Travel Trends in South Korea, Japan, and Taiwan," which reveals that travelers from these three markets "still don't really understand or have a strong impression" of these destinations, despite them being their preferred choices.
According to the survey results, tourists from these three countries currently have a relatively low level of awareness of Vietnam as a tourist destination. This means they do not yet truly understand or have a strong impression of Vietnam. This is regrettable and also reflects the fact that Vietnamese tourism is lacking promotional and communication campaigns targeting the right potential customers.
The psychology and behavior of South Korean, Japanese, and Taiwanese tourists regarding overseas travel: Another common characteristic of these three markets is the high and fairly steady increase in spending on overseas travel, averaging around 7% per year. Furthermore, over 40% of South Korean and Japanese tourists are willing to increase their budgets for overseas trips in the near future.
According to the survey results, tourists from these three countries currently have a relatively low level of awareness regarding the image of Vietnam as a tourist destination.
When traveling internationally, over 40% of travelers from all three countries choose standard hotels (2-3 stars). They seek travel information on travel websites and blogs or search online. Safety is the top factor influencing these travelers' decisions to travel abroad.
Looking at each market individually, Korean tourists place great emphasis on accommodation, Japanese tourists want moments and experiences that are worth the money they spend, while Taiwanese tourists are particularly interested in transportation.
Compared to Japan and South Korea, Taiwanese tourists remain hesitant to travel abroad. The pandemic and prolonged strict quarantine restrictions have somewhat impacted their mindset. Approximately 36.4% of Taiwanese tourists are willing to spend more on trips, but as many as 40.7% plan to cut back on travel spending to allocate funds for healthcare.
