According to the Vietnam National Authority of Tourism, in the first quarter of 2026, Vietnam welcomed about 6.76 million international visitors, an increase of 12.4% compared to the same period last year.
In the context of the market continuing to recover, many businesses believe that tourists are no longer just looking for a simple trip but are more interested in the emotions and value of experiences received throughout the journey.
Slow travel trends and local experiences take the throne
One of the prominent trends of this summer is the increase in "slow travel" products - slow travel, relaxation combined with exploring local culture and life.
According to records from Vietravel, cross-Vietnam exploration products by road are receiving great attention from multi-generation family groups, middle-aged customers, retired customers or overseas Vietnamese who want to spend more time experiencing instead of traveling hastily.
Mr. Pham Van Bay - Director of Vietravel Retail Center in the North said: "Tourists tend to choose routes more carefully, prioritizing timeliness, convenience, service quality and depth of experience.
Not only stopping at sightseeing, many journeys are now supplemented with activities that have a clear "cultural touch" such as sitting on a heritage train through Hai Van Pass, exploring Cai Rang floating market, experiencing the life of the Mekong Delta or enjoying local culinary programs.
According to Mr. Bay, instead of only prioritizing going to many destinations in a short time, many tourists are now willing to spend more time feeling the scenery, culture and local rhythm of life at each stop.
The trend of sustainable tourism continues to be noticed this summer as more and more products are being developed in the direction of limiting compulsory shopping, increasing practical experience and optimizing service quality.
In the international market, products combining sports and resort experiences also recorded positive signals. According to records from Vietravel, tours associated with FIFA World Cup 2026 in the US are having a service booking increase of about 40% compared to previous periods.
Tourists focus on convenience and personalization
Besides experience, convenience and financial flexibility are increasingly greatly influencing tourists' tour booking decisions during the summer peak season.
According to tourism businesses, customers currently tend to book tours early to be proactive in their itinerary and take advantage of incentives. At the same time, the demand for flexible payments in multiple installments is also increasing as tourists prioritize trips with higher service quality.
Grasping this trend, many businesses are expanding early booking incentive programs, supporting small payments and increasing digital utilities to support customers in the process of finding, booking services and experiencing tourism.
Notably, the trend of applying technology and AI in tourism consulting has also begun to be implemented by many businesses to personalize journeys for each group of customers.
According to a representative of Vietravel, the business has just put into operation the integrated AI chatbot platform Tripi, operating 24/7 to support itinerary suggestions and travel advice according to customer needs.
Mr. Pham Van Bay said that changes in consumer behavior are causing the tourism market to enter a new stage of competition, when businesses no longer only focus on selling large-scale tours but must pay more attention to experience, personalization and service quality.
In that context, products with in-depth experience, associated with local culture, resorts and sustainability are predicted to continue to be the mainstream trend of the 2026 summer tourism market.
