Vietnam's Tourism Surges to 17.7 Million, Korean Golf Visitor Numbers Dip

Vietnam's Strong Tourism Performance

Vietnam's tourism authority reported a significant increase in international arrivals, welcoming 17.7 million visitors between January and September 2026. This figure marks a 14.5% rise compared to the same period in 2025, positioning the country well ahead of global tourism growth trends.

With this pace, Vietnam has already achieved 71% of its annual target of 25 million international arrivals, with a full quarter of the year remaining. In contrast, the United Nations World Tourism Organization indicated that global international arrivals grew by only 0.4% during the first half of 2026.

September 2026 alone saw 1.77 million arrivals, demonstrating a sustained momentum with a 16.1% increase from September 2025.

Shifting Dynamics in Key Source Markets

The overall growth in visitor numbers masks notable shifts in market composition. China and South Korea collectively account for nearly 40% of all arrivals, with 3.9 million and 3.0 million visitors respectively, but their trajectories are diverging.

Russia has emerged as Vietnam's largest European source market, recording 1.1 million arrivals and an impressive 160.6% year-on-year increase. Europe as a whole contributed to this shift with a 55% growth in visitors. While traditional Asian feeder markets still form a large base, their expansion was more modest at 7.6%. Other rapidly growing markets include the Philippines (+55.2%), India (+33%), Cambodia (+40.5%), and Poland (+49%).

Implications for Korean Golf Tourism

South Korea remains Vietnam's second-largest source market by volume and a critical segment for golf tourism, given the high golf participation rate among Korean travellers. These visitors have a well-established pattern of group travel to popular golf destinations such as Da Nang, Phan Thiet, and the golf corridors surrounding Hanoi.

However, the latest figures show a 5.5% decline in Korean arrivals for the first nine months of 2026. This dip, while not a crisis, shows a significant change for golf and hospitality operators who have historically relied heavily on this market.

The specific reasons for this decrease, whether due to broader Korean outbound travel patterns, price sensitivity, or a shift towards competing destinations, are not yet clear from the aggregate data.

New Market Opportunities and Challenges

The diversification of Vietnam's inbound tourism base presents both opportunities and challenges for the golf sector. Emerging growth markets, including Russian, Indian, European, and ASEAN travellers, may require different product offerings, communication strategies, and booking channels.

For instance, Russian golfers often travel in smaller groups, favour premium experiences, and typically book through distinct tour operator networks compared to established Korean group travellers. Indian golfers represent a developing segment, more inclined to combine a few rounds with a leisure resort stay rather than arriving as a dedicated golf group.

European and Australian visitors generally have higher average spending and longer stays, though their golf participation rates vary considerably.

Strategic Response for Golf Operators

Vietnam's golf and resort sector, while benefiting from the overall tourism expansion, must strategically adapt to these evolving market dynamics. Operators whose commercial models have been heavily structured around Korean and Chinese group bookings for the past decade now face segments that are either stagnant or declining.

To capitalise on the rise of Russia, India, and broader Europe, golf courses and resorts need to adjust their marketing and distribution strategies proactively. This involves understanding the preferences of these new visitor profiles and establishing appropriate partnerships and communication channels now, rather than waiting for market volumes to stabilise under older models.