Not only prioritizing economical tours or nearby destinations, summer 2026 recorded many Vietnamese tourists willing to spend hundreds of millions of VND on unique, personalized and high-class service journeys in distant markets.
According to BenThanh Tourist Company, the demand for high-end experiential tourism is increasing rapidly this summer. Many customers are willing to spend large sums of money to exchange for different journeys, high-quality services and personalized experiences.
In early July, the company will organize a tour to North Europe to experience the phenomenon of "night sickness" - sleepless nights in countries near the Arctic Circle in the summer. In addition, the company also plans tours to East Africa during the Great Migration season, South Europe - Western Europe during lavender season or winter experience trips in New Zealand.
These are all long-distance tours with prices ranging from 119.99 million VND to 169 million VND per visitor, but still recorded positive customer interest.
According to businesses, tourists are now not just buying a simple sightseeing trip but looking for in-depth experiences to create a unique impression and memory for themselves and their families.
Vietluxtour Company also recorded a strong increase in foreign travel demand, especially among young and middle-class family groups.
Notably, instead of focusing on check-in activities, many tourists currently prioritize journeys with in-depth experiences such as exploring indigenous culture, enjoying typical cuisine, high-quality resorts or specialized tours with flexible free time.
Meanwhile, Viet Tourism Company said that the foreign tourism market in the summer of 2026 still maintains large purchasing power but is under pressure due to aviation fluctuations.
Many airlines are cutting frequency or applying fuel surcharges, causing the risk of canceling and changing flights close to schedule to increase.
To ensure customer rights, the business said it will flexibly transfer passengers to equivalent time slots or routes, ready to compensate for additional costs to maintain service quality for peak groups and refund money according to commitments if passengers cannot arrange a new schedule.
Currently, the business still maintains more than 100 foreign tourism programs.
In which, Thailand continues to be an easy-going product, reasonably priced and suitable for ordering close to the date.
Northeast Asian routes such as Japan, Korea, China, Taiwan (China) or Singapore - Malaysia routes are still attractive routes thanks to meeting diverse needs for resorts, shopping and cultural exploration.
