The summer tourism market in 2026 is entering its peak period as people's demand for relaxation and entertainment increases sharply, especially when students enter the summer vacation and complete important exams.
Recorded in the coastal area of Vung Tau (HCMC) on the weekend, the number of tourists flocking is quite large. Most coastal hotels, from budget to high-end segments, are fully booked. Many accommodation establishments in the central area also recorded early bookings.
Not only sea destinations, many tourism products in the central area of Ho Chi Minh City such as river buses, cruise ships and restaurants also attract a large number of people and tourists to experience.
Ms. Nguyen Truong Bich Thuy (Dong Thap) said that taking advantage of her children's summer vacation, her family chose to come to Ho Chi Minh City for tourism.
Ho Chi Minh City has many diverse types of tourism, so my family has many choices to experience during this summer vacation" - Ms. Thuy shared.
Besides domestic destinations, many families and groups of young people also choose foreign travel routes to meet the increasingly diverse needs of experience.
Representatives of Vietluxtour Company said that not only in the summer of 2026 but also in recent years, the Vietnamese tourism market is shifting from price competition to competition by product and service quality.
After many market fluctuations, tourist consumption behavior has changed significantly. Tourists are still willing to spend on trips but have higher requirements for the quality of experience, transparency and value received.
According to businesses, products that retain tourists today are no longer the cheapest tours but programs that bring a worthwhile feeling, helping tourists feel secure throughout the journey.
Therefore, the priority of businesses is not only to increase revenue during peak season but also to aim for sustainable development through maintaining service quality, improving experience and building a customer backlog after each summer. This is also considered a real measure of the business efficiency of the tourism industry in the current context.
