The sharp rise vaulted Vietnam’s largest island all the way from 15th to 5th place among the most-searched destinations by Korean travelers planning their Lunar New Year getaways, based on Booking.com’s analysis of search data from October 2025 through mid-January 2026.
The momentum underscores a clear pivot in Korean consumer preferences.
Rather than flying to bustling urban hubs like Bangkok (Thailand) or Vietnam’s traditional draw Da Nang, they are craving serene, upscale resort escapes that offer complete relaxation.
Phu Quoc is outshining even places like Japan’s Sapporo, which only saw a 31% bump in searches.
The island’s ascent through 2025 and into early 2026 stems largely from heavy infrastructure and tourism investments.
Air links have expanded, with direct flight frequencies from South Korea to Phu Quoc hitting record highs by late 2025.
Carriers like Korean Air, Asiana Airlines, Jeju Air, Jin Air and VietJet Air have ramped up services from Seoul, Incheon and Busan, trimming flight times to roughly five hours.
Phu Quoc’s premium resort ecosystem also matches Korean tastes, with five-star properties that deliver privacy and exclusivity. Luxury clusters in the island’s southern and northern zones offer customized services for Korean guests, such as Korean-speaking staff and familiar cuisine options, catering directly to their demands.
Cost competitiveness further fuels the surge.
Compared to domestic Korean resorts or Japan’s fancy beach escapes, Phu Quoc provides accessible luxury, with sharply competitive rates across accommodation, services and dining.
Laura Houldsworth, managing director & Vice President for Asia Pacific at Booking.com, said the figures point to Korean travelers leaning more into trips that feel restorative, emotionally full, rather than just checking off sights.
On its present trajectory, Phu Quoc is poised to challenge for a spot among the top three favorites for Korean outbound travelers in the coming years.
2025 was a booming year for Phu Quoc with 8.1 million visitors including 1.8 million foreign arrivals.
The island expects to receive 8.5 million tourists this year, up 5% from last year, including two million foreigners, an 11% increase.
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