Domestic tourism trend is popular
Search results released by Booking.com show that travel demand during Tet 2026 continues to maintain its upward momentum, but the trend of choosing destinations has shifted. Tourists no longer focus on going in droves at one time, but flexibly divide their schedules before, during and after Tet, to avoid peak seasons and optimize personal experiences.
Mr. Branavan Aruljothi, Country Director of Booking.com in Vietnam, commented: "The 2026 Tet season reflects a clear diversity in tourist travel behavior, from the trend of going early to avoid peak seasons to short trips. With a 9-day holiday, tourists prioritize meaningful experiences, suitable for personal preferences to maximize the holiday time.
Search data shows that Phu Quoc leads the search list, up 3 places compared to the same period last year. Da Nang, Nha Trang, Ho Chi Minh City and Da Lat continue to be in the Top 10 most interested destinations. Con Dao increased 6 places, ranking 16th, thanks to stable weather and quiet space in the pre-Tet period.
Mr. Bui Thanh Tu - Marketing Director of BestPrice Tourism Technology JSC - said: "This Lunar New Year, the domestic tourism market in general did not have a strong boom, but still recorded a slight growth compared to the same period, estimated at about 5-10%".
Mr. Tu said that this increase accurately reflects the reality of the market when it has passed the period of rapid recovery, moving to a period of slow but more sustainable growth, with increasingly selective tourism consumption behavior. Clear customer base and a trend of booking more planned tours.
Besides convenience and safety, the cost factor is an important reason why tourists choose domestic tourism during Tet 2026.
Diverse tour routes, prioritizing family experiences
According to travel businesses, the biggest advantage of the 9-day Tet holiday is not in creating a massive wave of tourism, but in the ability to extend schedules and diversify products.
Long vacations help the market operate more stably, limit overload, and allow businesses to design tours close to the actual needs of each customer group," Mr. Pham Van Bay - Deputy Director of Vietravel Hanoi branch analyzed.
Statistics from this business show that 3-4-day domestic tours account for the largest proportion, about 50% of the total number of customers, suitable for young families and groups of friends. 4-5-day tours account for about 30%, chosen by families of many generations and middle-aged customers. About 20% of tourists take advantage of the long time to travel longer domestic routes or combine many destinations.
Regarding destinations, the choice trend of domestic tourists is quite clear and differentiated according to needs. The island and resort group continues to lead, with Phu Quoc, Nha Trang, Da Nang - Hoi An, Quy Nhon thanks to favorable weather, synchronous services and suitable for families.
Northern mountainous areas such as Sa Pa, Ha Giang, Moc Chau, Ta Xua, Cao Bang, Dien Bien attract young tourists thanks to experiencing nature, hunting clouds and the spring atmosphere of the highlands. Meanwhile, Da Lat, the Central Highlands and the Mekong Delta are chosen for light spring travel journeys, prioritizing slow rhythms and cultural experiences.
From a spending perspective, domestic tours are mainly concerned in the range of 3-15 million VND per visitor. The 5-10 million VND segment dominates with 3-4-day tours, stable services, and moderate schedules. Currently, domestic Tet tours at businesses have reached about 80% occupancy rate and are expected to continue to increase as many customers tend to finalize tours late.
