This article investigates the effectiveness of embedded vortex generators in enhancing the heat transfer performance of a plate-fin heat exchanger with a four-row staggered oval tube bundle. Two different types of vortex generator are considered, namely annular and inclined block. Numerical simulations are performed to analyze the effects of the three-dimensional turbulence induced by the vortex generators on the heat transfer and fluid flow characteristics of the heat exchanger The results indicate that compared to a plate-fin heat exchanger with circular tubes, the use of oval tube fins and vortex generators increases the heat transfer rate by 3 to 16% and reduces the pressure drop by 17 to 35% for inlet velocities in the range of 1 to 8 m/s. Furthermore, the vortex generators make possible an average area reduction ratio of 14 to 18%. Overall, the results show that the inclined block shape vortex generators yield the greatest improvement in the heat transfer performance at medium to high inlet velocities.