Saigontourist aims to make Vietnam top MICE destination for South Koreans

During Party General Secretary To Lam’s state visit to South Korea from Sunday to Wednesday, Saigontourist engaged in a series of major tourism promotion activities to boost this key market.

A highlight was the Vietnam-South Korea Economic Forum on Tuesday in Seoul, attended by Party General Secretary Lam and South Korean Prime Minister Kim Min Seok, where Saigontourist signed multiple tourism cooperation deals with major partners from both countries.

Pham Huy Binh, chairman of Saigontourist, said Vietnam holds strong competitive advantages for South Korean travelers, including proximity, abundant direct flights, short travel time, affordable airfares, and lower costs of living and services.

Popular packages for South Korean visitors include MICE tours with wellness and golf in Ho Chi Minh City, luxury beach resorts in Phu Quoc, Nha Trang, and Da Nang, and culture-heritage experiences in destinations like northern Hung Yen Province.

Vietnam’s MICE appeal is growing thanks to cost advantages, improved infrastructure, and diverse event venues.

Saigontourist handles hundreds of international MICE events annually, serving millions of guests and generating hundreds of millions of U.S. dollars.

To further boost this segment, the company will focus on specialized destination marketing, professional MICE product development, and integrated cultural and leisure experiences.

During their stay in Seoul, Saigontourist and Saigon Exhibition and Convention Joint Venture Co., Ltd. (SECC) signed a 2025-30 strategic partnership with South Korea's top convention center COEX to develop joint products, co-host large-scale events, and attract MICE groups from South Korea and beyond.

Other agreements included a three-party pact with Vietnam Airlines and the Korea Tourism Organization (KTO) to enhance promotion and expand flight and tour offerings, and a collaboration with Hanatour to grow two-way travel.

South Korean partners praised Vietnam as a safe, attractive, and competitively priced destination with unique attractions, and encouraged investments in modern convention facilities and premium MICE products that showcase Vietnamese culture.

Binh revealed that Saigontourist plans to expand SECC with new halls, a five-star hotel, and integrate its tourism, lodging, dining, and transport services to cater to large-scale events.

The company targets double-digit annual growth in Korean MICE arrivals over the next five years.