Product restructuring by needs
Ho Chi Minh City travel businesses are preparing for the year-end tourist season with many new tours and specialized products.
According to Mr. Nguyen Tran Hoang Phuong - Chairman of the Board of Directors of Golden Smile Travel, tourists are not afraid to spend money but care about the value received.
Travel trends have also changed, from "going to know" to "going to experience", focusing on emotional depth, uniqueness and affordability.
Mr. Phuong said that products designed in small groups, convenient services, deeply exploiting local culture or accessing difficult self-sufficient destinations always have the ability to convince customers to open their wallets. The problem of the current market is not demand, but the lack of products that are attractive enough.
To retain tourists, representatives of Golden Smile Travel said that the unit does not aim to sell a mass-produced product to the majority, but focuses on differentiating products according to specific needs such as discovery, culture, spirituality or cuisine. Journey planning thinking also changes: Instead of limiting tours to 5-7 days, businesses are studying to add value activities on the 8th and 9th to increase stay time and customer spending.
Sharing the same view on consumer tastes, Ms. Tran Phuong Linh - Marketing - Information Technology Director of BenThanh Tourist Company - said that tourists today are no longer satisfied with traditional sightseeing and check-in programs but desire to find new experiences, emotions, and new lands. Although the cost factor is always put first to consider, tourists are willing to spend money on worthy trips. This is why from the beginning of September, the company launched a series of unique and experiential tours such as swimming with whales in Cebu (Philippines), exploring islands by train in Indonesia; admiring the brilliant autumn colors amidst the Karakoram mountains...
Ms. Tran Thi Bao Thu - Marketing and Communications Director of Vietluxtour Company said that the tourism market in the fourth quarter of 2026 will enter a growth cycle with boosts from 3 key customer segments: inbound customers (internship tourists), MICE customers (conferences, year-end summary of businesses) and individual tourism during the Autumn-Winter season.
The unit is recording that the number of corporate customers starting to learn about and finalize MICE contracts for November and December has increased 3-4 weeks earlier than the same period. It is estimated that the general purchasing power of the market at the end of this year will reach a growth rate of 15 - 20% compared to the same period last year, especially focusing on the high-spending segment and strict requirements for service quality.
Accelerating to the finish line at the end of the year
Along with the launch of new products, positive business results create momentum for travel businesses to accelerate at the end of the year.
According to Mr. Nguyen Tran Hoang Phuong, the unit has currently completed about 85% of the annual plan. The remaining period is not long but decisive, because the peak of the year focuses on many international tour and specialized product needs. This is expected to be a lever to help businesses reach the finish line early and create a foundation for the following year.
However, the unit determines not to chase growth at all costs; increasing the number of tours sold without improving the tourist experience will not create sustainable development.
At Vietluxtour, as of the end of August 2026, the business has also completed nearly 75% of the revenue and visitor targets of the 2026 plan for the whole year. This fairly stable growth is the result of a product restructuring strategy, focusing on the mid-range and high-end niche markets and applying digital technology, constantly optimizing service quality management processes, applying ESG elements to tour products not only for business group customers but also programs for individual groups.
Based on the current occupancy rate of outbound tours and the volume of MICE contracts signed, the business expects to contribute 30-35% to total annual revenue in Q4/2026. With this expectation, we are striving to exceed the profit target for 2026" - Ms. Tran Thi Bao Thu said.
