After a prosperous first quarter with impressive figures, Vietnam's tourism industry is heading towards the promising summer of 2026. Not only increasing in quantity, this year's market recorded profound changes in consumer thinking.
According to Ms. Le Thuy Nhung - Deputy Director of the Northern Retail Center (Vietravel) - from a market perspective, summer 2026 is expected to continue to be a period of positive growth for tourism, both in domestic and international demand. The basis for this assessment comes from the fact that Vietnam's tourism industry has recorded a fairly good growth momentum right from the first quarter of 2026.
In the domestic market, sea routes such as Nha Trang, Da Nang, Quy Nhon, Phu Quoc,... still maintain great attraction thanks to the advantages of convenient travel time, complete tourism infrastructure and the ability to meet diverse needs, from resorts, entertainment to culinary experiences.
In the international market, sea resort destinations in Asia continue to be popular, especially Hainan Island, Qingdao, Bali, Pattaya or Busan,... These routes have advantages in short flight times, reasonable costs and easy combination of resort and sightseeing, shopping.
In addition to nearby routes, summer is also a favorable time to deploy long-day trips to Europe, Australia, and the United States. This is also a segment with high spending and stricter requirements for service quality and experience.
Adding more about the market perspective, Mr. Bui Thanh Tu - Marketing Director of BestPrice Travel Company - said that although the world geopolitical situation has fluctuated, tourism demand has not cooled down at all. Instead, tourists are starting to be more demanding and sophisticated in choosing experiences.
''Summer tourism 2026 is led by the "No-shopping" trend, when customers gradually prioritize non-shopping tours to spend all their time visiting, checking in and exploring the beautiful scenery'', Mr. Bui Thanh Tu said.
Next are custom tours. Instead of available schedules, tourists want to personally design personalized routes to deeply explore culture and cuisine in places they particularly love.
''And finally, the rise of health tourism. Resort programs combined with yoga, massage, and body detoxification are receiving very positive feedback. This is considered an effective recovery therapy for busy people'', Mr. Bui Thanh Tu commented.
It can be seen that summer tourism in 2026 is no longer simply traditional resort trips. It is a combination of the need to explore and the desire to regain balance, affirming the personal ego through uniquely designed journeys.
