Vietnam tourism recorded 6.76 million international visitors in the first quarter of 2026, a record high ever. This result shows that the attractiveness of destinations is increasing, and also reflects the increasingly clear positioning of Vietnamese tourism on the regional and global tourism map.
Talking to reporters, Ms. Huynh Thi Mai Thy - Director of Traveloka Vietnam shared about the data and perspectives on these changes.
- Based on the foundational data, how do you assess the Vietnamese tourism brand is being positioned on the regional and global map? What are the recent trends in finding destinations that are noteworthy?
Vietnam is increasingly positioned as a destination with diverse experiences, easy access and suitable for many travel needs in the Asia-Pacific region.
According to our data, Vietnam is highly appreciated by international tourists for the harmonious combination of nature, culture and cuisine, creating journeys rich in experiences and distinctly local. Hanoi, Ho Chi Minh City and Da Nang continue to be key gateway destinations for both domestic and regional tourists, thanks to convenient connectivity and diverse product ecosystems.
Notably, emerging destinations are recording clear growth momentum. Nha Trang, Phu Quoc, Ninh Binh and Da Lat are increasingly favored by Vietnamese tourists, reflecting the increasing demand for vacations associated with nature and energy regeneration.
Travel data in peak periods continues to reinforce this trend. Search volume increased sharply before the Lunar New Year, in which sea and nature destinations recorded impressive growth.
- Recently, the "Micro-Holiday" trend has appeared. Can you explain more clearly about this trend and the changes in the travel behavior of Vietnamese tourists?
The way Vietnamese tourists enjoy a vacation is undergoing clear changes. The platform records a remarkable shift in service booking behavior, as tourists no longer prioritize going far but aim for deeper experiences.
This travel trend is called "Micro-Holiday", focusing on short trips of 2-3 days, but planned purposefully, prioritizing the quality of experience over travel distance.
Our latest data continues to reinforce this trend. Before the holidays, demand for short trips of two to three days has increased by nearly 40%, reflecting a significant change in tourist preferences as they increasingly prioritize short but more frequent vacations.
This trend is more clearly shown when demand for nearby destinations with short travel times increases sharply. The search volume for short domestic routes recorded growth of more than 40% compared to the same period last year, notably on the Hanoi - Da Nang, Ho Chi Minh City - Phu Quoc, Hanoi - Hue routes.
In addition, data also shows a clear shift to destinations associated with nature, especially areas near major cities. Ninh Binh emerged with nearly 3 times higher search rates, while Nha Trang and Vung Tau recorded an increase of more than 40%. This trend reflects the increasing demand for destinations that are easily accessible, close to nature, suitable for short vacations but still bring relaxation and full energy regeneration experiences.
- From the recorded data, which destinations and types of tourism are being chosen by Vietnamese tourists for the upcoming long holiday, Madam?
Our data recorded a clear shift to the trend of short-term tourism associated with nature, with high interest concentrated in destinations near major cities. Ninh Binh stands out with search volume increasing by 185% compared to the same period last year. Coastal destinations such as Nha Trang and Vung Tau also recorded growth of over 40%. The general trend shows that tourists prioritize destinations that are easily accessible, close to nature and suitable for short vacations but still ensure energy renewability.
For international tourism, destinations in East Asia and Southeast Asia such as China, Japan, Korea, Thailand, Malaysia, Singapore, Indonesia... continue to prevail. Total search for flights and accommodation for the April 30 period increased by about 30%, reflecting a stable demand for nearby international destinations, where tourists can enjoy diverse experiences in a short travel time frame.
- From the perspective of businesses in the industry, what are the biggest opportunities and challenges for Vietnamese tourism in the process of rising on the global map? How should the role of tourism platforms in this period be promoted?
Vietnam is entering a new stage of tourism growth with a solid foundation. A stable socio-political environment, outstanding diversity in nature, culture, cuisine, along with significant improvements in bilateral visa exemption policies for citizens of 15 countries and unilaterally for 12 countries, including the Kingdom of Belgium, Czech Republic, Hungary, the Grand Duchy of Luxembourg, the Kingdom of the Netherlands, the Swiss Federation..., are contributing to improving the competitiveness of the destination.
We recognize these as important foundations for continued development. However, to maintain growth momentum and elevate its position, the tourism industry still faces many challenges. Among them, noteworthy are limitations in air connectivity to secondary destinations, as well as pressure to improve service quality, diversify products and meet the increasing expectations of international tourists.
In that context, tourism platforms can play a role in connecting the ecosystem, from transportation, accommodation to experiential services, thereby helping tourists' journeys become more seamless and convenient. At the same time, taking advantage of data to grasp trends, combined with promotional activities and cooperation with management agencies and businesses in the industry, also contributes to bringing destinations to the right market, the right needs, thereby improving the effectiveness of promotion and attracting tourists.
