K-컬처의 열풍과 베트남의 비상: 여행 트렌드의 지각변동과 항공 시장의 생존 전략 > K-wave Trends

The surge in tourists brought about by major events demands a paradigm shift in immigration administration, going beyond a simple increase in demand for air tickets. As seen in the case of BTS concerts, when a large influx of foreigners is expected, Incheon Airport enters an emergency duty system, organizing special task forces and mobilizing personnel from non-screening departments. This is an indicator that K-Culture is more than just entertainment; it is a tangible engine for the national economy. In fact, the over 20% year-on-year increase in the number of foreign arrivals in the first half of this year suggests that K-content is a powerful motivator for foreigners visiting Korea. However, this growth has brought challenges such as airport congestion and a shortage of screening personnel, making the expansion of infrastructure for rapid and safe entry procedures a pressing national task.

Amid these changes, the aviation industry is staking its life on capturing customers through aggressive promotions that combine price competitiveness with value-added services. Airlines like Air Busan are launching massive discount campaigns for Southeast and Northeast Asian routes targeting the summer vacation season, employing strategies to lower perceived costs for customers through bundle service discounts and additional benefits based on payment methods. This is part of a sophisticated marketing effort that goes beyond simply selling seats, encouraging travelers to feel the excitement of their trip from the moment they purchase their tickets and to engage in additional spending. Furthermore, by providing reasonable options to consumers through a total fare system that transparently includes fuel surcharges and airport taxes, their efforts to secure market share in the fiercely competitive low-cost carrier (LCC) market are noteworthy.

Vietnam is currently accelerating its penetration of the Korean market, dreaming of leaping into a complex tourism destination that combines aviation, resorts, and entertainment. Local conglomerates like Sun Group are directly participating in major exhibitions such as the Seoul International Travel Fair to present their vision for key hubs like Phu Quoc and to expand touchpoints by offering direct airfare discounts to Korean travelers. In particular, their strategy of emphasizing stay-based tourism over simple relaxation shows that travel to Vietnam is evolving from the "package tour" focus of the past to "experience-oriented active travel." The 20% discount promotions provided during flight bookings and on-site prize events are stimulating the travel sentiment of Korean tourists and acting as powerful incentives that lead to actual booking conversions.

However, institutional changes to enhance travel convenience have also become important factors that travelers must be aware of. The "Pre-Arrival Information (PAI) system" introduced by the Vietnamese government at major airports such as Phu Quoc and Ho Chi Minh City demonstrates Vietnam's commitment to building a digital-based smart airport. Travelers must now enter information online and receive a QR code before boarding, and with the addition of health declaration procedures, greater diligence is required during the travel preparation process. While these changes aim to improve the overall travel experience by reducing waiting times at airport immigration, they could become a new barrier to entry for older travelers who are not accustomed to digital environments. Therefore, the role of travel agencies in providing professional guidance and information is becoming more important than ever.

Even in a rapidly changing digital environment, the value of "boots-on-the-ground" analog sales remains valid, serving as a solid pillar for the travel industry. The way Vietnam-specialized land operators like Shinsegae Tour have survived for nearly 30 years by maintaining strong networks with local travel agencies suggests that interpersonal relationships remain crucial even in the digitized air-tel market. Furthermore, the case of Parata Airlines collaborating with Hana Tour and Chamvit Group to target MICE and leisure markets well illustrates the synergy created when air transport, travel product planning, and local infrastructure work in a trinity. The development of customized products targeting niche markets, such as corporate incentive groups or premium golf tourism, proves that the Vietnam travel market is moving beyond simple price competition and advancing into a high-value-added industry.