The summer tourism peak season of 2026 recorded positive signals as domestic tourism demand increased. Travel businesses are promoting product investment and increasing experiences to meet the new trends of tourists.
Talking to Lao Dong Newspaper, Mr. Pham Anh Vu - Deputy General Director of Viet Tourism Company said that this summer's tourism market is affected by many objective factors. Before the peak season, the prices of many services increased due to the impact of the economic situation and fluctuations in the world. Although some routes have gradually stabilized, surcharges still make package tour prices high, especially affecting families of many generations.
However, this has promoted the trend of choosing domestic tours. At Viet Tourism Company, the number of summer visitors this year increased by nearly 20% compared to the same period last year. To meet the demand, businesses have invested in renewing products, adding new experiences and destinations and improving service quality.
Besides family guests, the demand of the business sector is also increasing as many units choose resort, seminar and team building programs in the summer.
According to Mr. Vu, this is a positive sign, contributing to helping the market become more stable, and at the same time, creating motivation for businesses to continue to diversify products and improve service quality.
In Ho Chi Minh City, the tourism industry is also promoting the development of unique products to increase the attractiveness of destinations. Recently, Ben Thanh ward launched the tourism product "Ben Thanh ward - Heritage in every street corner". The product aims to connect destinations, spread heritage values, and promote tourism, trade and service potential in a sustainable direction.
According to the Ho Chi Minh City Department of Tourism, taking advantage of the development space after the merger, the tourism industry is shifting from the goal of welcoming many tourists to extending stays, increasing spending and deepening tourist experiences. In 2026, the city sets a target of welcoming 11 million international visitors, 50 million domestic visitors, with a total tourism revenue of about 330,000 billion VND.
