Boasting some of the finest beaches on the planet, such as Kem Beach, Phú Quốc is rapidly becoming a phenomenon among travellers from the Republic of Korea. — Photo courtesy of Fabl Belek

HÀ NỘI — Once the default choice for the Republic of Korea (RoK)'s families, Guam and Saipan are steadily losing ground to a rising star in Southeast Asia. Recent reports by The Korea Herald and Korea JoongAng Daily analyse Phú Quốc as an emerging tourism phenomenon. The island's success is attributed not only to competitive costs but also to activities that are redefining the multi-generational vacation experience.

For decades, Guam and Saipan were the automatic selections for Korean families planning a beach getaway. Short flight times, child-friendly accommodations, and established tourism ecosystems helped these two US territories maintain a steady appeal.

However, according to the latest observations from The Korea Herald, this long-standing order is shifting. Fluctuations in exchange rates, rising fuel surcharges, and high airfares have made traditional destinations less attractive, particularly for family groups who are highly sensitive to the total cost of a trip.

Việt Nam has emerged as the preferred alternative, with Phú Quốc serving as the focal point of this migration. In the most recent year, approximately 4.3 million RoK tourists visited Việt Nam, accounting for nearly 20 per cent of all international arrivals. While the majority previously congregated in Đà Nẵng, once playfully dubbed the "Gyeonggi Province of Việt Nam", Korea JoongAng Daily notes that the centre of gravity is shifting south, where Phú Quốc is becoming increasingly prominent on the Korean travel map.

Korean tourists share bright smiles while exploring the diverse international culinary scene at the Vui-Fest Bazaar in Sunset Town. — Photo courtesy of Sun Group

Beyond the raw numbers, this presence is felt in everyday details. From K-pop melodies echoing in seaside restaurants to signage systems where Korean is prioritised right after Vietnamese, Phú Quốc is localising the visitor experience to feel as familiar as possible for Korean guests.

The primary driver of this shift is cost. In an interview with The Korea Herald, Choi Hyun-ho—a traveller accompanied by a three-generation family—noted that round-trip airfare to Phú Quốc for six people cost approximately 2 million KRW (roughly US$1,350). This is significantly lower than the costs associated with Guam or Saipan. Beyond transportation, on-site expenses offer a distinct advantage. Services such as hotel babysitting are priced reasonably, greatly reducing the pressure on parents traveling with young children.

Price, however, is not the only factor. The Korea Herald analyses that Phú Quốc’s true differentiator lies in how the destination designs experiences for multi-generational travel, a trend that is booming in the RoK.

Resorts here do more than just provide a room. They are built as distinct living spaces where multiple generations can live together while maintaining privacy. A prime example is Premier Village Phú Quốc Resort, which features hundreds of private pool villas secluded at Ông Đội Cape. Resort staff told RoK media that over 70 per cent of their guests are Korean, a group that places a high premium on tranquility and seclusion compared to downtown hotels.

Premier Village Phú Quốc Resort is a premier selection for Korean travelers, offering secluded villas that ensure maximum privacy and peace for family vacations. — Photo courtesy of Sun Group

Simultaneously, hotels are investing heavily in the "kid-centric" experience, which is a decisive factor for families. JW Marriott Phú Quốc Emerald Bay Resort is a standout example, designed with the theme of a fictional 19th-century university. The space is not just aesthetically pleasing but creates a sense of constant discovery for children, from themed classrooms to a spa inspired by Alice in Wonderland.

On a broader scale, Phú Quốc is evolving into a closed-loop entertainment ecosystem developed by Sun Group in the southern part of the island. Here, visitors can enjoy a full itinerary from dawn until late at night without the need for long-distance travel.

One of the highlights mentioned by both major publications is the world’s longest three-wire sea-crossing cable car, connecting Sunset Town to Hòn Thơm Island. The nearly 8km journey provides a rare panoramic view of the Phú Quốc seascape. Furthermore, the journey concludes at the Sun World Hòn Thơm entertainment complex, featuring the Aquatopia Water Park and large-scale attractions. Travelers can enjoy world-class thrill rides without facing the long queues typical of theme parks in Seoul.

As night falls, the entertainment continues with multimedia spectacles such as Kiss of the Sea and Symphony of the Sea, topped off with nightly fireworks.

According to Korea JoongAng Daily, it is this ability to fill a traveller's schedule with continuous, high-quality experiences that sets Phú Quốc apart from more traditional, passive resort destinations.

Looking beyond the present, RoK media outlets are also paying close attention to Phú Quốc’s long-term vision. The preparation of infrastructure for APEC 2027, alongside a series of large-scale hotel projects, demonstrates an ambition to elevate the destination's quality. Notably, these new developments are not merely functional accommodations; they are positioned as cultural icons with designs inspired by the island's indigenous characteristics. This approach, according to The Korea Herald, allows Phú Quốc to upgrade its scale while adding significant depth to the travel experience.

From the perspective of the Korean media, the rise of Phú Quốc is no coincidence. It is the result of successfully addressing multiple factors: cost, convenience, quality of experience, and alignment with modern tastes.

In an era where family travel increasingly demands higher levels of convenience and personalisation, Phú Quốc is demonstrating rapid adaptability and a clear strategy. If current trends persist, this island will no longer be viewed merely as an "alternative" to Guam or Saipan, but as the new gold standard for RoK family vacations in the years to come. — VNA/VNS