According to new data released from the online travel platform Agoda, Vietnam has risen to 4th place in the ranking of Asian destinations most searched by European tourists in the summer of 2026, up one place compared to the same period last year. Thailand continues to lead, followed by Indonesia, Japan and Vietnam.
Data is compiled from accommodation searches on Agoda in the period from April to June 2026, for trips taking place in July and August - the peak summer vacation time for European tourists.
Favorable policies to expand customer sources
Not only rising in terms of interest, Vietnam is also in the group of three Asian destinations with the fastest search growth from the European market. The increase reached 12% compared to the same period last year, only behind India (14%) and South Korea (13%).
In the traditional market group, Germany surpassed France to become the country with the most searches for accommodation establishments in Vietnam. The United Kingdom ranked third, followed by the Netherlands and Russia.
Notably, many emerging markets recorded strong growth. Azerbaijan led with search volume increasing by 177% compared to the same period last year, followed by Poland (66%) and Sweden (55%).
According to Agoda, this increase is effectively reflected in the fact that the Vietnamese tourism brand is becoming more widely known, along with the visa policy being relaxed from 2025 and the international flight network continuously expanding. These factors help European tourists more conveniently plan and make long-day trips to Vietnam.
Mr. Vu Ngoc Lam - Country Director of Agoda in Vietnam said that Vietnam rising to 4th place shows the increasing attractiveness of the destination, not only to traditional markets but also from many emerging markets in Europe.
Vietnam rising to fourth place reflects the increasing attraction of the country to European tourists, not only from traditional markets but also emerging markets," Mr. Vu Ngoc Lam assessed.
Sea tourism advantage creates competitiveness
Besides favorable policies, the advantage of tourism resources is also a factor helping Vietnam improve its competitiveness in the region.
According to Mr. Vu Ngoc Lam, in the context of many European countries experiencing widespread heat waves right from the beginning of summer, the demand for coastal and island resorts is increasing. With more than 3,260 km of coastline and a system of islands, bays and many culturally rich destinations, Vietnam meets the trend of tourists looking for diverse vacations.
This is also reflected in destination search data. Da Nang and Ho Chi Minh City continue to be the two localities most searched by European tourists for the second consecutive year. Meanwhile, Nha Trang surpassed Hanoi to rise to third place, showing the increasing attraction of sea destinations.
Experts believe that Da Nang and Nha Trang being in the group of most searched destinations continues to affirm the strength of Vietnam's sea tourism.
Vietnam offers tourists many choices to experience Asia in many different ways, from dynamic cities, indigenous culture to beaches and island resort paradises," Mr. Lam said.
The increase in interest from the European market is considered a positive sign for Vietnamese tourism. Continuing to promote the advantages of visa policy, expand aviation connectivity, improve service quality and diversify products will contribute to helping Vietnam increase its competitiveness on the Asian tourism map.
