The summer tourism market is strongly differentiated
The 2026 summer tourism season is heating up as the demand for resorts, family tourism and business tourism increases.
Entering the biggest peak season of the year, Vietluxtour Travel Company is implementing the 2026 summer travel program, introducing hundreds of domestic and international routes for family guests, groups of young people, organizations and businesses.
According to records from the business system of enterprises, this summer's market is strongly differentiated between customers buying package tours and groups of customers prioritizing flexible products such as free&easy, custom-designed tours, partial service reservations or short journeys conveniently traveled by road.
Ms. Tran Thi Bao Thu - Marketing and Communications Director of Vietluxtour said that tourists are currently not only interested in tour prices but also focus on the actual service quality, the rationality of the itinerary, personalized experiences and peace of mind throughout the trip.
Businesses set a target of increasing revenue and visitor volume by 25-30% compared to the same period in 2025, while maintaining a good tour quality assessment rate of over 80%.
On this occasion, the unit also launched many incentives such as discounts from 500,000 VND to 3 million VND per customer, early booking incentives and price policies for group customers.
Customers spend heavily on unique and personalized tours
BenThanh Tourist Company said that this year's summer tourism market has different levels of excitement depending on the segment.
Currently, the group and MICE tourism segment has entered its peak with many large groups at home and abroad, averaging about 300 guests per group.
Meanwhile, group tours have not really exploded after the April 30 holiday when many families waited for students to finish the new school year to start planning summer trips.
Businesses expect that from June, when students simultaneously take summer vacations, the demand for sea tourism and family vacations will increase more strongly.
Ms. Tran Phuong Linh - Marketing - Information Technology Director of BenThanh Tourist Company assessed that the general level of airfares this year increased by about 10-30% compared to the same period last year, creating great pressure for travel businesses because airfares account for a high proportion in the tour price structure.
However, the company still maintains summer tour prices equivalent to 2025 thanks to proactively working with partners to optimize costs while still ensuring service quality.
Notably, the trend of summer travel consumption is quite clearly polarized. A part of customers prioritize saving, choosing short trips and near destinations to reduce financial pressure.
Conversely, the group of customers willing to spend on different experiences and premium services is increasing rapidly.
In early July, the unit will organize a delegation to North Europe to experience the "white night" phenomenon in countries near the Arctic Circle.
Businesses are also planning tours to East Africa during the Great Migration season, Southern Europe during the lavender season, or winter experiences in New Zealand.
These are all long-distance tours with costs ranging from 119.99 million VND to 169 million VND per visitor, but still recorded a positive number of interested visitors.
