Da Nang leads domestic search
According to accommodation search data released by Booking.com, Da Nang is the domestic destination most searched by Vietnamese tourists in the period from January 1 to June 30, 2026, an increase of 25% compared to the same period last year.
Da Nang's attraction comes from the advantage of combining many types of tourism in the same journey. The city owns a famous beach system, developed accommodation and service infrastructure, and is also a gateway connecting with many heritage destinations such as Hoi An, Hue and My Son Temple Tower Area...
Along with a convenient domestic and international air route network, Da Nang continues to maintain its attractiveness for both short vacationers and travelers exploring the Central region.
In particular, from May 30 to July 11, the Da Nang International Fireworks Festival will be held here, attracting 2.72 million visitors (only counting guests staying at facilities), an increase of nearly 45% compared to DIFF 2025. The event contributes to increasing Da Nang's attractiveness to both international and domestic tourists to the central coastal city.
Ho Chi Minh City and Nha Trang are ranked second and third respectively in the list. The top 10 most searched domestic destinations also include Da Lat, Hanoi, Vung Tau, Phu Quoc, Hoi An, Hue and Ninh Binh.
In this group of 10 destinations, Ninh Binh, Nha Trang and Phu Quoc all recorded an increase of more than 20% in search volume compared to the same period in 2025. In addition to the top 10, Quy Nhon, Cam Ranh and Can Tho are also localities recording a growth trend in search volume.
Data shows that coastal destinations still prevail as half of the top 10 are localities with sea tourism advantages. The survey results also show that 92% of Vietnamese tourists consider easy access to beautiful beaches as one of the important factors when choosing a destination.
Asian cities continue to attract Vietnamese tourists
In the international market, destinations in the Asia-Pacific region continue to prevail as all 10 cities most searched by Vietnamese tourists are located in this region.
Bangkok (Thailand) leads the list, followed by Kuala Lumpur (Malaysia), Tokyo (Japan), Seoul (Korea), Singapore, Hong Kong (China), Shanghai (China), Beijing (China), Chiang Mai (Thailand) and Phuket (Thailand).
By country, Thailand leads in search volume, followed by Japan and China. Indonesia, Malaysia, South Korea, Philippines, Cambodia, Singapore and the United States are in the top 10.
Notably, China increased from 10th place in the same period in 2025 to 3rd place in the first half of 2026. In which, Beijing increased 26 places to rank 8th, and Shanghai increased 11 places and for the first time joined the group of 10 international cities most searched by Vietnamese tourists.
According to the survey, 9 out of 10 countries most searched by Vietnamese tourists are in the Asia-Pacific region, reflecting the trend of prioritizing short-distance international trips. 17% of respondents said they plan to choose trips in the region in 2026.
In addition, large cities continue to be a choice that many tourists are interested in. Survey results show that 87% of participants assessed nightlife and entertainment activities as important factors when deciding a destination.
Mr. Branavan Aruljothi, Country Director of Booking.com in Vietnam, commented: "Search data in the first half of 2026 shows that Vietnamese tourists are approaching travel planning intentionally and realistically. Besides continuing to choose familiar domestic sea destinations such as Da Nang and Nha Trang, tourists are also willing to explore new options that suit personal preferences, as can be seen through the increase in searches for Beijing or Shanghai.
Accordingly, the balance between familiar choices with trips that are increasingly personalized and designed for specific purposes clearly reflects the spirit of the "Eury of Self-Assertion" - when travel decisions are increasingly shaped by preferences, convenience and the desire to express themselves of each tourist.
