Summer 2026 takes place in the context of Vietnam's tourism continuing to maintain positive growth momentum, and at the same time, clearly recording changes in consumption trends. Instead of just sightseeing, tourists are increasingly prioritizing experiential, personalized and sustainable journeys.
From the perspective of travel businesses, Mr. Nguyen Tran Hoang Phuong - Chairman of Golden Smile's Board of Directors believes that the tourism industry needs to change its development thinking, taking the experiences and real needs of tourists as the center.
Tourists are no longer looking for simple trips but want to integrate many values in the same journey such as resorts, cuisine, health care, sports, nature exploration or healing. Destinations that build a diverse experience ecosystem will have the ability to extend stays, increase spending and create motivation for tourists to return many times a year.
Notably, trips from 3 - 5 days are considered more suitable for modern life thanks to easy time arrangement, flexible costs and can be performed many times a year.
According to Vietravel Tourism Joint Stock Company, the summer travel demand of Vietnamese people is still maintained positively, but tourists are increasingly considering more carefully when choosing routes, prioritizing convenience, service quality and depth of experience.
In the domestic market, businesses focus on developing products that closely follow the actual needs of Vietnamese families with many different layers of experience. Besides short-day tours such as Ninh Chu - Vinh Hy Bay, Nha Trang, Mui Ne - Phan Thiet or Da Lat, the unit also promotes tours combining resort and cultural exploration such as Da Nang - Hue - Hoi An, Quy Nhon - Phu Yen, Sapa - Hanoi - Yen Tu - Ha Long - Ninh Binh.
Mekong Delta and Phu Quoc tours continue to be expanded to meet the needs of groups of tourists who love nature, local identity and private resort space.
In the international market, businesses diversify products from familiar Asian destinations to further routes such as Australia, Europe, the US and Canada.
Mr. Tran Doan The Duy - General Director of Vietravel Tourism Joint Stock Company said that tourism today is not just about taking visitors to attractions but needs to become journeys rich in emotions and values, strong enough to create a mark for tourists to want to return.
In parallel with the diverse summer product series, this business also implements the 2026 summer promotion program lasting until July 31. Through the product system integrating the ESG-LEI criteria (promoting responsibility to the environment, community and standards in operation - towards depth of life experience) and flexible incentives, the business expects to spread the spirit of positive, responsible and sustainable tourism in the Vietnamese tourism market in 2026.
