Jeon Byeongmun, CEO of Modu Tour Danang Branch Interview
Korean Visitors Account for 65%, Ranking First Worldwide
High Satisfaction with Accessibility, Tourism Elements, and Food
"In Da Nang, where the service industry predominates, proficiency in Korean leads to higher salary levels. Interest in Korean culture, including Korean content influenced by K-pop, is also increasing."
Jeon Byeongmun, head of the Modetour Da Nang branch overseeing the operation of a 4-star Stay Hotel in Da Nang, Vietnam, explained the locals' exceptional love for Korea in an interview with Asia Economy. Currently, among foreign tourists visiting this place worldwide, the proportion of South Koreans is the highest. 60-65% of annual visitors are Korean.
Jeon Byeong-mun, head of Modetour's Da Nang branch in Vietnam, is being interviewed by Asia Economy.
Jeon cited accessibility, diverse tourist attractions, and a local culture with little resistance as the reasons behind the surge in travel demand to Da Nang. He explained, "Da Nang is geographically closer than neighboring Southeast Asian countries, with a flight time of about 4 hours and 30 minutes, and is a tourist destination that boasts the sea (My Khe Beach), mountains (Ba Na Hills), and river (Han River). Compared to South Korea, the cost of living is low, and there are few restrictions on food and language, making it a popular travel destination for people of all ages."
The local market is also responding quickly to the demand from Korean tourists. Korean products such as ramen, alcoholic beverages, and cigarettes are easily found, and large retail channels like Lotte Mart have entered the market, attracting many locals and foreign tourists. Korean-speaking staff are abundant in major stores and tourist spots such as hotels and shopping centers. This is a result of the Vietnamese government designating Korean as the first foreign language in 2021. Korean was adopted as the second foreign language in local educational institutions in 2020, and within a year, its status was elevated so that it can be chosen as an elective subject from the third grade of elementary school. Considering that it usually takes about 10 years for other languages to be promoted from the second foreign language, this is a remarkable measure.
Jeon said, "The average monthly wage for Vietnamese workers is around 300,000 to 400,000 won, but if they speak Korean, their salary is about twice as high. Because they can earn a salary comparable to that of bank employees, who are considered well-treated jobs locally, more people are learning Korean to work for Korean companies or in travel-related jobs."
Given Korea's significant position in Da Nang's tourism industry, local governments regularly gather opinions considering the convenience of Korean travelers. Jeon introduced, "We hold meetings with Da Nang Tourism Office officials about once or twice a quarter, requesting the expansion of pedestrian crosswalks and traffic light facilities or the enlargement of night markets. The atmosphere is friendly toward reviewing these improvement requests."
Stay Hotel is the only hotel business operated overseas by Modetour. It was acquired in 2016 through a local operator in Da Nang. The hotel has 103 rooms and 53 employees. The hotel was temporarily closed due to COVID-19 but has been thriving since the transition to endemic and the resumption of overseas travel. Jeon said, "Some customers using Modetour products stay here, but the main demand comes from corporate MICE (Meetings, Incentives, Conferences, and Exhibitions) and incentive travel from Vietnam and India. Breakfast meetings are fully booked at five per week for a year."
Promotions for guests are also being strengthened. They are planning to provide benefits for guests in partnership with Lotte Duty Free VV Mall, which opened in downtown Da Nang in 2022. A VV Mall representative said, "Some items will have additional price discounts, and sales promotions will be held regularly. Since items purchased at the downtown duty-free shop can be picked up at Da Nang International Airport, the proportion of visitors from Taiwan and Southeast Asia is also increasing, not just Koreans."
Jeon hinted, "Travel demand to Da Nang is still at 60-70% compared to before COVID-19. Considering the future recovery trend, we are also conducting our own market research to find ways for hotels and the travel industry to create synergy locally."
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