For decades, Guam and Saipan have been almost default names for South Korean families planning a beach vacation. Short flight times, child-friendly accommodation, and a well-developed tourism ecosystem have helped the two American islands maintain their stable appeal.
However, according to the latest report from The Korea Herald, this familiar order is changing. Fluctuations in exchange rates, fuel costs, and rising airfares are making traditional destinations less attractive, especially for the family segment – who are sensitive to the total cost of the trip.
Phu Quoc, with some of the most beautiful beaches on the planet like Kem Beach, is gradually becoming a "phenomenon" for tourists from Korea (Photo: Fabl Belek)
In that context, Vietnam is emerging as an alternative, and Phu Quoc is becoming the focal point of this shift. In the most recent year, approximately 4.3 million South Korean tourists visited Vietnam, accounting for nearly 20% of the total international visitors. While previously the majority focused on Da Nang – once jokingly called the "Gyeonggi province of Vietnam" – according to Korea JoongAng Daily, "the focus is shifting southwards," with Phu Quoc increasingly prominent on the Korean tourist map.
This presence is not just reflected in numbers but also in everyday details. From K-pop music playing at beachfront restaurants to signage prioritizing Korean after Vietnamese, Phu Quoc is gradually "localizing" the experience in a way that is most familiar to Korean tourists.
Bright smiles of South Korean tourists exploring the multi-national culinary space at Vui-Fest night market, Hoang Hon Town
The first factor driving this wave of migration is cost. In an interview with The Korea Herald, Mr. Choi Hyun-ho – a tourist traveling with a three-generation family – stated that the airfare to Phu Quoc for 6 people was only about 2 million won (equivalent to 1,350 USD or 35 million VND), significantly lower than Guam or Saipan. It's not just travel costs; prices at the destination are also an advantage. Services like babysitting at hotels are reasonably priced, significantly reducing the pressure for parents traveling with young children.
However, cost is not the only factor. According to The Korea Herald's analysis, what truly sets Phu Quoc apart is how the destination designs experiences for multi-generational tourism – a trend that is increasingly popular in South Korea.
Resorts here not only provide accommodation but are also built as separate living spaces where multiple generations can live together while maintaining privacy. A prime example is Premier Village Phu Quoc Resort, a resort with hundreds of private pool villas located in isolation at Mui Ong Doi. According to information shared by resort staff with Korean media, over 70% of guests here are South Koreans – a group that particularly values quiet and privacy compared to hotels in the central areas.
Premier Village Phu Quoc Resort is one of the top choices for Korean tourists, where secluded villas ensure maximum privacy and tranquility for family holidays.
Concurrently, hotels are also investing heavily in children's experiences – a key factor in families' decisions. JW Marriott Phu Quoc Emerald Bay Resort is a prime example, with its design of a fictional 19th-century university. The space here is not only aesthetic but also creates a sense of continuous exploration for young children, from simulated classes to a spa inspired by "Alice in Wonderland".
On a broader level, Phu Quoc is developing as a closed entertainment ecosystem developed by Sun Group in the South of the island, where tourists can experience fully from morning to night without having to travel far.
Phu Quoc always knows how to stir visitors' emotions with endless unique experiences
One of the highlights mentioned by both newspapers is the world's longest 3-wire cable car line - crossing the sea - connecting Hoang Hon Town with Hon Thom Island. The nearly 8 km journey offers a rare panoramic view of Phu Quoc's sea and sky. Not only that, the final destination is the entertainment complex Sun World Hon Thom with Aquatopia water park and a large-scale game area, where visitors can experience thrilling games without facing long queues like at theme parks in Seoul.
As night falls, the entertainment space continues to extend with multimedia shows like Kiss of the Sea and Symphony of the Sea, combined with fireworks every evening. According to Korea JoongAng Daily, it is the ability to "fill" visitors' time with continuous experiences that makes Phu Quoc different from many traditional resort destinations.
South Korean tourists especially love the "specialty" of fireworks twice a day on Ngoc Island
Not only focusing on the present, South Korean newspapers also pay special attention to Phu Quoc's long-term vision. The preparation of infrastructure for APEC 2027 with a series of large-scale hotel projects shows the ambition to upgrade the destination's quality. Notably, the new constructions are not only oriented towards accommodation functions but are also positioned as cultural symbols, with designs inspired by the island's local characteristics. This approach, according to The Korea Herald, helps Phu Quoc not only upgrade in scale but also increase the depth of experience.
From the perspective of the South Korean media, Phu Quoc's rise is not a random phenomenon. It is the result of simultaneously addressing multiple factors: cost, amenities, experience, and suitability for tourist preferences.
In the context of family tourism increasingly demanding more convenience and personalization, Phu Quoc is showing its ability to adapt quickly and a clear strategy. And if the current trend continues, this island will not only stop at the role of an "alternative" to Guam or Saipan, but could become the new standard for South Korean family vacations in the coming years.
