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| Delegations exchange information and promote Hue - Quang Tri tourism and new flight routes in South Korea. Photo: Minh Duc |
Multiple charter flights planned
In late January 2026, the tourism sectors of Hue City and Quang Tri Province successfully organized a tourism promotion program in Seoul and Busan, South Korea, aimed at boosting cooperation between travel businesses of both countries and opening up new air routes.
The first 2026 charter flight between Hue and South Korea is planned to launch in late March or April 2026. In the coming months, one charter flight per month between Hue and Seoul is expected. Several travel companies have already begun marketing and selling direct flight tour packages from Hue to South Korea in line with the city’s promotion plans.
At the Seoul and Busan promotion events on January 29 and 31, 2026, Mr. Nguyen Thanh Binh, City Party Standing Committee Member and Standing Vice Chairman of Hue City People’s Committee, noted that direct flights between Hue, Quang Tri, and major Korean cities would deliver certain practical benefits. It shortens travel times, making both destinations more convenient stops on Vietnam itineraries and enabling all-inclusive packages that combine resort stays, golf, heritage, cuisine, and wellness tourism, while opening new opportunities for cooperation among airlines, travel companies, and investors on both sides.
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| Korean visitors touring the Imperial Citadel at the start of the Binh Ngo Lunar New Year. Photo: Minh Tam |
Tourism authorities are now working to combine the first charter flight to Korea with a Roadshow to introduce Hue’s tourism, cuisine, and traditional craft villages, and to connect businesses. On the return leg, Hue will welcome Korean passengers arriving at Phu Bai International Airport for distinctive tourism experiences.
A favorable opportunity
Experience has shown that opening a new route is only the beginning. The bigger challenge lies in maintaining stable flight frequency, ensuring operational efficiency, and gradually transitioning from charter to regular commercial service.
Hue is well-positioned, as the Korean side is actively seeking partners to develop Central Vietnam tourism products in a new cycle. The Korea Association of Travel Agents (KATA) has expressed its willingness to promote two-way visitor exchanges between Hue, Quang Tri, and Seoul, Busan, and other Korean cities. This is an important foundation for building a stable visitor flow, provided it is developed in the right direction. KATA President Lee Jin Seok emphasized that close ties between the tourism sectors of both countries, supported by local government attention, will drive results effectively.
2025 figures show Hue City welcomed approximately 6.3 million visitors, including nearly 1.9 million international tourists, with around 20,000 Korean visitors, placing South Korea among the top 13 international markets. Quang Tri received 9.6 million visitors, including an estimated 450,000 international tourists and around 4,000 Koreans.
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| Presenting Hue - Quang Tri tourism information in South Korea. Photo: Minh Duc |
The Hue - Quang Tri partnership in tourism promotion and flight route development, therefore, carries significance beyond mere scale synergy. It also creates a broader and more diverse “destination space.” The more options available, the greater the potential for longer stays and higher visitor spending.
To sustain the route, product quality remains central. The current strategy focuses on two core offerings: traditional sightseeing tours and golf tourism - a format highly popular with Korean travelers. Beyond building tour packages, it is essential to improve service quality, professionalism, and the ability to meet Korean market preferences.
Tourism authorities also plan to develop nighttime experiences, particularly at Hue Imperial Citadel, alongside spa, hot mineral bath, and wellness products favored by Korean visitors. Korean travel partners may also design itineraries positioning Hue as the final destination, helping to ensure passenger loads on return flights to Korea.
Event programming and demand stimulation will run in parallel, with cultural festivals and events “aligned” to flight schedules to create compelling visitor highlights.
In terms of marketing, the approach to the Korean market must evolve. Korean social media habits and information consumption differ from those in Vietnam, making it necessary to partner with native media agencies to develop appropriate platforms and engage Key Opinion Leaders (KOLs) in promotion activities.
Ultimately, the success of the route depends on the collective effort of the businesses. Government agencies can play a coordinating and promotional role, but securing passenger loads, building attractive products, and maintaining stable two-way visitor flows rest largely with the business community. When each flight achieves healthy load factors, airline and partner confidence will grow, paving the way for increased frequency and long-term commercial operations.