No longer stopping at lying by the pool or enjoying convenient services, many people are now gradually shifting to experiential tourism, where they can experience a different life in short but emotional journeys.
Mr. Truong Tuan Duong (26 years old, Hanoi) used to spend many vacations at high-class resorts. However, in the past 2 years, he has changed his habits, switching to trekking trips - hiking through hills and forests - combined with exploring highland villages and participating in local cultural experience workshops. "Before, I went to relax, but now I go to feel. A memorable trip is when I have a story to retell, not just beautiful photos," Mr. Duong shared.
Similarly, Ms. Nguyen Hoai Anh (31 years old, Ho Chi Minh City) also chooses highly personalized trips such as experiencing local cuisine, learning to cook with local people or participating in traditional handicraft classes. "These practical experiences help me feel a deeper, more exciting trip and have more memorable memories of places, instead of just remembering boring resorts," Ms. Hoai Anh confided.
In the context of increasingly carefully considered time and costs, short but experiential trips are becoming a popular choice. No need to be too far or too expensive, the important thing is that the journey brings emotion and meaning.
Sharing about this trend, Mr. Bui Thanh Tu (Marketing Director of BestPrice Travel Company) said that the shift from resort to experience is inevitable in the context of changing consumer behavior.
In my opinion, the current trend-leading group is mainly Gen Z and Millennials (25 - 40 years old). They prioritize personalized, localized and different experiences. Instead of spending a lot on high-end hotels, they are willing to invest in activities such as trekking, culinary experience activities or cultural workshops," Mr. Bui Thanh Tu shared.
Notably, besides the general customer group, a new segment is gradually taking shape in the market.
“That is a group of young mid- to high-end customers, with good income but no longer looking for material luxury, but aiming for experiential luxury. For them, privately designed journeys, meals with cultural depth or exclusive experiences are the top priority,” Mr. Tu said.
Assessing the potential in Vietnam, Mr. Bui Thanh Tu said that the development potential of experiential tourism is very large. However, according to Mr. Bui Thanh Tu, the limitation of this trend today is that experiential tourism products still lack systematic design. Many programs have not been connected into a complete journey, lacking storytelling and accompanying services.
If invested in the right direction, experiential tourism not only helps increase value but also creates a sustainable competitive advantage for Vietnam's tourism industry," Mr. Bui Thanh Tu emphasized.
