The summer of 2025 reveals a dynamic shift in Vietnamese travel behavior. Our latest data from Vietnam Travel Market Tracker indicates a growing preference for domestic, family-oriented trips with flexible planning, a notable increase in mid-range budgets, and a strong reliance on digital channels for trip information, especially among younger demographics. These insights highlight a market adapting to new travel trends and opportunities.

Travel Sentiment and Destination Choices: A Domestic Dominance

Vietnamese travelers continue to show a strong preference for domestic trips, with an impressive 80.4% opting for local destinations in Summer 2025. This marks a 4.4% increase in interest compared to the previous year, highlighting the enduring appeal of Vietnam’s diverse landscapes and cultural richness. “Relax and Rest” remains the overwhelming purpose for travel, accounting for 84.2% of trips, underscoring a desire for rejuvenation and leisure.

June emerges as the peak travel period, with 40.9% of Vietnamese travelers choosing this month for their holidays. Demand then gradually decreases through July (30.8%) and August (28.3%), indicating a strong front-loading of summer travel intent.

Trip Lengths and Budgeting: Shorter Stays, Shifting Spends

When it comes to trip duration, the sweet spot for Vietnamese travelers in Summer 2025 is 3-4 nights (42.3%). There’s a noticeable trend towards shorter getaways, with a slight 1.6% increase in preference for 1-2 night trips. Conversely, longer trips, particularly those exceeding 10 nights, saw a 2.8% decrease in popularity, suggesting a shift towards more frequent, shorter breaks.

In terms of budget, the 2-4 million VND per night range remains the most popular at 32.5%. However, a significant shift is observed in the 6-8 million VND budget bracket, which saw a notable 6.1% increase in preference compared to Summer 2024. This indicates a segment of travelers willing to spend more for their experiences.

Top Destinations: Da Nang Leads Domestically, Japan Internationally

Da Nang remains the undisputed top domestic destination, attracting 23.5% of travelers, showcasing a clear lead over other local spots. Internationally, Japan continues to be the most sought-after destination for Vietnamese travelers, commanding a significant 39.4% of international trips, highlighting its overwhelming popularity.

Travel Companions: Family First, Partners Less So

Traveling with multi-generational family continues to be the most popular choice for Vietnamese travelers in Summer 2025, accounting for a commanding 50.5% of trips. This preference has even grown, increasing by 3.1% from the previous year. Conversely, traveling with a partner saw the most significant decrease in popularity, falling by 4.7%.

Trip Types: A Shift Towards Hybrid Planning

Summer 2025 witnesses a significant shift in traveler preference for trip types. Partly using tour services at destinations emerged as the most preferred option, experiencing a substantial 9.3% increase from 2024 to reach 37.1%. This indicates a growing desire for a balance between independent exploration and the convenience of pre-arranged services. Self-planned trips, while still popular at 35.5%, saw a 7.0% decrease in popularity, dropping from their top spot in Summer 2024. All-inclusive package tours now account for 27.4%, showing a slight 2.2% decline. This highlights a clear evolution where travelers are seeking more personalized yet supported travel experiences.

Information Sources: Digital Dominance for Younger Generations

For overall trip planning, social media (71.6%) and videos (YouTube, TikTok) (62.0%) are the most popular information sources. This digital dominance is particularly pronounced among younger demographics. The 25-34 age group primarily seeks information through Digital Channels, leveraging social media (46.1%) and videos (47.5%) extensively. In contrast, the 35-44 age group tends to rely more on traditional and reliable channels such as salespersons (42.4%), newspapers (37.3%), and OOH advertising (39.9%). This clear generational divide in information-seeking behavior is crucial for targeted marketing strategies.

Planning Time: Last-Minute Decisions Prevail

A significant portion of Vietnamese travelers, across all age groups, tends to plan their trips less than 1 month in advance. Notably, the 18-24 age group has the highest percentage of last-minute planners, with 70.2% planning within this timeframe. Even for the 45+ age group, 62.4% plan within a month, indicating a general trend of shorter planning cycles.

Conclusion

The Summer 2025 data paints a dynamic picture of Vietnamese traveler behavior. While domestic travel and family trips remain strong, there’s a growing inclination towards shorter, more flexible trips that blend self-planning with professional tour services. The clear generational divide in information consumption underscores the importance of multi-channel marketing strategies. Understanding these evolving preferences is key for businesses looking to connect with and cater to the modern Vietnamese traveler.

South Korea’s outbound travel market registered a robust $27.8 billion USD in expenditure in 2023, recovering to 85% of its pre-pandemic levels from 2019. The intent to travel internationally remains exceptionally high, with a striking 82% of South Koreans planning an overseas trip within the next six months (South Korea Market Profile 2024, The Outbox Company).

Amidst this recovery, one trend stands out: Asia is overwhelmingly the preferred continent, attracting 86% of outbound Korean travelers. Within this landscape, Japan and Vietnam have emerged as clear frontrunners, capturing more than half of the market share. What drives these specific choices? Our blog dives into the data and uncovers the key factors influencing South Korean travelers’ destination decisions.

Decoding Destination Choices: Safety, Attractions, and Affordability

South Korean travelers are discerning, and their destination choices are primarily shaped by three critical criteria: safety, the allure of must-see attractions, and affordability. Understanding how Japan and Vietnam leverage these factors is crucial for any tourism stakeholder.

1. Safety as a Paramount Priority: Japan’s Stronghold

“Safety standards” are consistently ranked as the most crucial factor for South Korean travelers (48% overall). In this regard, Japan holds a significant advantage, with 53% of Korean travelers specifically highlighting its safety. This strong association with security provides Japan with a competitive edge, directly contributing to its leading position as the top destination. While Vietnam is also recognized for its attractions and affordability, its safety perception (38%) is comparatively lower than Japan’s, an area ripe for focused messaging and perception building.

2. The Allure of Must-See Attractions and Diverse Experiences

“Must-see attractions” rank as the second most important criterion (47% overall). Both Japan (52%) and Vietnam (55%) score highly in this aspect, indicating that both countries offer compelling sights that resonate with Korean travelers’ desire to maximize their exploratory experiences.

Beyond mere sightseeing, the data reveals a rich tapestry of preferred travel experiences:

• Japan: A Blend of Gastronomy, City Life, and Culture. Japanese destinations appeal strongly to those seeking diverse experiences. Gastronomy is a huge draw (72%), alongside vibrant city life activities (44%). Popular trip types include “City Break” (especially favored by women under 35), “Culinary,” and “Culture & Heritage.” This highlights Japan’s success in curating urban and cultural immersion.
• Vietnam: Nature’s Embrace and Culinary Delights. Vietnam carves out its niche by excelling in “Nature” experiences, with 45% of travelers interested in nature-based activities in Vietnam, compared to 30% for Japan. Gastronomy remains a strong pull (62%), as do cultural & historical explorations (45%) and relaxing at coastal areas (45%). “Nature & Outdoor” trips are particularly popular among families with children, while “Culinary” experiences broadly appeal.

Regardless of the specific trip type or budget, core preferences for South Korean travelers center around gastronomic experiences (70%), cultural immersion (48%), and beach relaxation (42%). This underlines a universal appreciation for these core travel pillars across segments.

3. Affordability: A Key Differentiator, Especially for Younger Travelers

“Affordable travel experiences” stands as the third most critical factor (41% overall), becoming especially pivotal for younger travelers under 35, who often prioritize cost-effectiveness. The average South Korean traveler typically budgets around $1,650 USD for a 5-day international trip. However, in the current economic climate marked by inflation and rising travel costs, a significant proportion of travelers are adopting budget-cutting behaviors. This includes opting for less expensive or nearer destinations (54%), reducing spending at the destination (24%), downgrading airfare options (28%), or choosing less expensive accommodation (32%). Younger travelers without children, particularly men, show a higher propensity to cut costs on accommodation.

Vietnam leverages this criterion effectively. While both Japan (44%) and Vietnam (41%) are perceived as offering affordable travel, Vietnam’s overall lower cost of living often translates into more budget-friendly trips. This makes it an attractive option for budget-conscious travelers, who, as insights suggest, tend to prioritize experiences like local food and exploration over more indulgent activities, which are favored by those with higher travel budgets.

Conclusion 

The South Korean outbound travel market is robust, driven by a strong desire to connect with others, explore new destinations, and experience nature. Their choices are heavily influenced by safety, the quality of attractions, and affordability. Japan and Vietnam, each with distinct strengths, have successfully capitalized on these drivers.

For a deeper dive into these and other critical trends shaping the South Korea outbound travel landscape, explore The Outbox Company’s comprehensive South Korea Market Profile report.

India’s outbound tourism is experiencing a robust resurgence, and at the heart of this growth lies a transformative force: the 18–34 year-old segment. More than just a demographic with rising travel intent, this generation is reshaping how, why, and where Indians travel abroad. Understanding their behaviors and expectations is essential for stakeholders seeking to capture long-term value from this emerging market.

A Generation Driving Outbound Growth

According to the Outbox report India Market Profile 2024, around 70% of Indian travelers aged 18–34 plan to take at least one outbound trip in the next six months. This intent is not fleeting – it reflects a sustained appetite for travel. With more than half of Indians aiming to travel for leisure, the indicator positions this segment as a consistent and high-potential contributor to outbound tourism.

Emotional connection is a powerful motivator. When asked about their primary travel needs, most Gen Z Indian travelers prioritize spending quality time with others. This is followed closely by a desire to explore new destinations and reconnect with nature. These motivations are deeply personal, and they shape not only why they travel but also what kind of experiences they seek.

The data also shows that this group gravitates toward immersive travel. Cultural heritage, outdoor activities, and nature-based experiences rank higher, revealing a willingness to pay more for authentic engagement over luxury for its own sake. Notably, Indian travelers aged 18–34 allocate an average of $1,740 for a one-week international trip, slightly below the overall national average – indicating a strong sense of value-consciousness while still prioritizing enriching experiences. 

Gen Z travelers are selective and pragmatic. Affordability, safety, and favorable weather top the list of destination selection criteria. Meanwhile, infrastructure quality and travel diversity are key decision drivers for families and travelers aged 35–64, who tend to prioritize reliability and cultural depth. This comparison reflects a generational shift in how travelers define value: for older groups, it lies in cultural substance; for younger travelers, it lies in discovery and differentiation.

Navigating Constraints with Agility

Even with a strong desire to travel, cost sensitivity remains. Inflation and rising travel expenses have led many young travelers to adapt: 59% report adjusting their plans by reducing trip duration or traveling in smaller groups. Rather than cancelling plans, they find ways to optimize their travel – demonstrating a resilient and pragmatic outlook.

Conclusion

India’s Gen Z travelers are no longer a niche – they are shaping the new norm of outbound travel. Their motivations, decisions, and adaptations reflect a broader transformation in the travel landscape. For brands and destinations ready to listen, respond, and innovate, this segment offers not just short-term gains, but sustained growth opportunities in the years ahead.

As travel demand continues to rise, it is crucial for hoteliers to understand how Vietnamese travelers select and book their accommodations. While revenue-focused metrics like Average Daily Rate (ADR) and Revenue Per Available Room (RevPAR) are important, other behavioral indicators, such as booking lead time, purpose of stay, and responsiveness to promotions, provide valuable insights into travelers’ motivations and decision-making processes. By analyzing these data points, hotel businesses can better tailor their offerings, pricing strategies, and promotional efforts, ultimately enhancing conversion rates, customer satisfaction, and long-term loyalty.

The 7 Essential Metrics and Insights Behind Booking and Stay Behavior

1. Booking Lead Time
This metric tracks the average number of days between a traveler’s booking and check-in date. It helps distinguish between last-minute and well-planned bookings. Hotels and travel businesses can use this insight to tailor pricing strategies, such as offering early bird discounts or last-minute deals, depending on customer behavior trends.

2. Preferred Booking Channels
This measures the share of bookings made via each platform: hotel websites, OTAs, travel agents, and more. Knowing which channels are most effective helps businesses allocate their marketing budgets efficiently, doubling down on the platforms that drive the highest conversion rates.

3. Purpose of Stay
Analyzing the reasons for travel—leisure, business, or visiting relatives—offers a clear view of shifting traveler motivations. This information can guide product customization and communication strategies aligned with each traveler segment.

4. Average Daily Spend on Accommodation
This represents the average amount spent per night during a booking. It serves as a key input for pricing strategy and helps identify spending behavior across segments. Businesses can adjust their offers to better align with the expectations and financial capacity of their target audience.

5. Top Amenities in Demand

By examining the most frequently selected amenities—such as free Wi-Fi, breakfast, pools, or gyms—hotels gain clarity on what guests truly value. These insights guide investment decisions in infrastructure and service upgrades to elevate the guest experience.

6. Booking Trends Segment

Tracking where travelers are coming from allows providers to uncover regional booking patterns. This geographic segmentation is invaluable for localizing marketing campaigns, developing regional promotions, and aligning service offerings with specific customer needs.

7. Promotional Uptake Rate

This metric shows how many bookings were influenced by promotions, discounts, or packages. It evaluates the success of marketing tactics and helps optimize future campaigns to better capture value-conscious travelers.

Turning Metrics into Market Advantage

Capturing and analyzing these 7 metrics empowers hospitality providers to take data-driven actions: fine-tune pricing, refine distribution strategies, personalize services, and optimize promotions. Ultimately, understanding these behaviors is the key to driving revenue growth and building stronger guest relationships.

To help businesses stay ahead, Outbox offers quarterly updates on these metrics as part of its Vietnam Travel Market Monthly Tracker solution.

Travel preferences among Vietnamese tourists vary significantly by age, with each group exhibiting distinct behaviors across the three types of travel. Self-planned trips involve travelers independently organizing their entire itinerary without relying on pre-arranged tour packages. All-inclusive package tours offer a fully structured experience, covering transportation, accommodation, and guided activities. Meanwhile, some travelers prefer a hybrid approach, planning most of their trips independently while utilizing guided tours or services at specific destinations.

Younger travelers show a strong inclination towards independence, while older tourists prioritize convenience and structure. The hybrid approach serves as a middle ground, balancing flexibility with organized experiences.

Young Travelers (18-24 years old)

Self-planned trips dominate this segment, with 43% of travelers in this age group choosing to organize their own trips. Their preference stems from a desire for flexibility, unique experiences, and cost-effectiveness. Meanwhile, all-inclusive package tours (24%) are the least popular in this group, as younger travelers tend to prioritize freedom over structured itineraries. The hybrid approach, though not as dominant, is still appealing to 32%, particularly those looking for guided activities while maintaining control over other parts of their trip.

Mid-Age Group (25-34 years old)

While self-planned travel (38%)remains strong in this group, there is a noticeable increase in the hybrid approach (34%). Many travelers in this segment seek convenience while still wanting flexibility, making self-planned trips combined with guided tours an attractive choice. All-inclusive package tours (28%) also see a slight rise in popularity compared to the younger group, as these travelers start valuing time efficiency and hassle-free experiences.

Mid-Age Group (35-44 years old)

Tourists in this group display a more balanced distribution of preferences. Self-planned trips account for 35%, slightly lower than younger groups, as these travelers start to prioritize convenience. The hybrid approach remains strong at 35%, offering a mix of flexibility and guided services. Meanwhile, all-inclusive package tours gain more traction, reaching 30%, as structured travel becomes increasingly appealing.

Senior Travelers (45-65 years old)

Among travelers aged 45-65, the trend shifts even further toward structured travel. All-inclusive package tours become the most preferred choice at 30%, as many in this group seek hassle-free and comfortable experiences. The hybrid approach maintains its relevance at 32%, providing a middle ground between independence and convenience. Self-planned trips remain a significant choice at 38%, indicating that a considerable portion of older travelers still prefer to design their own itineraries. However, the preference for structured travel increases in this group, reflecting a shift toward more convenient and pre-arranged options.

Tourists aged 35 and above show an increasing preference for all-inclusive package tours, prioritizing comfort, convenience, and a structured itinerary. This trend is even more pronounced among travelers 45-65 years old, who value hassle-free experiences over spontaneous travel. However, the hybrid approach remains a viable option for those who seek a mix of independence and organized activities. Meanwhile, self-planned trips are less favored in these age groups, though some experienced travelers still prefer to design their own itineraries.

Challenges for the Travel Industry

While self-planned travel leads overall, the variations across age groups highlight an opportunity for travel companies to refine their offerings. The key challenge for the industry is how to balance flexibility and structure to meet the diverse needs of different traveler demographics. Understanding these shifting preferences will be crucial for businesses aiming to remain competitive in Vietnam’s evolving travel landscape.

Southeast Asia’s tourism industry saw a remarkable recovery in 2024, with a significant increase in international arrivals across destinations. This blog analyzes three critical aspects of the region’s tourism performance: total international tourist arrivals, recovery rates compared to pre-pandemic levels, and the Destination Brand Strength™ (DBS) index.

International Tourist Arrivals 2024: A Year of Strong Rebound

The year 2024 marked a strong resurgence for Southeast Asia’s tourism sector, with major destinations not only experiencing a surge in international arrivals but also demonstrating impressive year-over-year growth. Thailand remained the top destination, welcoming 35.5 million international visitors, reinforcing its position as the regional leader. Malaysia followed with 25.0 million, securing second place, while Vietnam continued its growth trajectory, attracting 17.6 million international tourists.

Singapore recorded 16.6 million visitors, reflecting its strong appeal as a business and leisure hub. Indonesia welcomed 13.9 million, while Cambodia and the Philippines reported 6.7 million and 5.9 million arrivals, respectively. In 2024, Southeast Asia welcomed a total of 121.3 million international arrivals, highlighting the region’s robust tourism recovery.

Vietnam led the region in year-over-year (YoY) growth, achieving a remarkable 39.5% increase in arrivals in 2024 compared to 2023. This impressive growth allowed Vietnam to surpass Singapore and secure third place in total arrivals. Following Vietnam, Thailand experienced a growth rate of 28.1% and Malaysia saw an increase of 24.2%. Cambodia recorded a growth of 22.9%, while Singapore’s arrivals increased by 21.9%, and Indonesia saw a growth of 19.6%. The Philippines, on the other hand, had a more modest increase of 9.2%. Notably, although Vietnam had a lower total number of arrivals compared to some other markets, its growth rate outpaced all others, highlighting its accelerating momentum in regional tourism.

Recovery Rate 2024: Back to Pre-Pandemic Levels

As international arrivals recover, an essential metric to consider is the recovery rate, measured as the percentage of 2024 arrivals compared to pre-pandemic 2019 levels. Cambodia led the region, surpassing full recovery with a 101.35% recovery rate, suggesting an influx of travelers beyond pre-pandemic levels. Vietnam followed closely at 97.64%, demonstrating its resilience and attractiveness post-pandemic.

Malaysia’s recovery stood at 95.85%, further solidifying its position as a top-performing market. Thailand, despite leading in absolute arrivals, recovered 89.05% of its 2019 figures, indicating room for further growth. Singapore (86.86%) and Indonesia (86.15%) showed strong rebounds, while the Philippines lagged at 72.02%, reflecting challenges in reaching pre-pandemic visitor numbers.

Destination Brand Strength™ (DBS): Measuring the Competitive Edge of Southeast Asia’s Destinations

Beyond arrival numbers, Destination Brand Strength™ (DBS) provides insights into how destinations are perceived and positioned in Asian travelers’ minds. When compared to the Asia Benchmark score of 145.5, only Singapore and Thailand exceeded this regional benchmark. This suggests that while other Southeast Asian destinations have shown impressive recovery, their brand strength still has room for improvement in the broader Asian market.

Singapore and Thailand led the region with DBS scores of 152.0 and 147.8, respectively, underscoring their strong brand presence above the regional benchmark. Malaysia (134.6), Indonesia (130.6), Vietnam (127.5), and the Philippines (120.8) formed the second tier, showcasing stable but relatively lower brand strength. Cambodia, despite achieving the highest recovery rate, had the lowest DBS score at 117.6, suggesting that while it has regained visitor numbers, its global brand perception may require further strengthening. The Destination Brand Strength™ index highlights the varying levels of brand competitiveness across the region and suggests that destinations below the benchmark must focus on enhancing their appeal to Asian travelers.

Looking Ahead: What’s Next?

The tourism performance of Southeast Asia in 2024 highlights a significant rebound across major destinations, although there are still differences in recovery rates and brand positioning. While some markets have already exceeded pre-pandemic levels, others are still working toward a complete recovery.

For more details about SEA Tourism Performance, access your account at #OutboxIntelligence. Sign up today!

Thai travelers have a positive destination perception toward Vietnam’s destination brand position. According to the snapshot report A Closer Look at Vietnam Destination Brand Strength, Thailand ranks highly among eight major Asian markets for Vietnam in key indicators such as Destination Brand Strength Score (DBSS), Net Promoter Score (NPS), Propensity to Visit and Destination Marketing Exposure.

However, this favorable perception has not been reflected in actual visitation numbers. Despite these strengths, Vietnam welcomed only 418,000 Thai visitors in 2024, placing it 10th among source markets (GSO of Vietnam). This situation raises an important question: Are we effectively leveraging the full potential of this market?

Vietnam Receives High Ratings from Thai Travelers in Key Destination Metrics

Thailand is the top market where Vietnam’s destination brand is perceived most positively among eight major Asian markets. Vietnam’s Destination Brand Strength Score (DBSS) among Thai travelers is 142.8, reflecting a strong brand image and high recognition of Vietnam as a travel destination. This score surpasses the regional DBSS benchmark of 127.5, indicating significant potential to convert brand awareness into actual visits. 

The Net Promoter Score (NPS) for Thai travelers visiting Vietnam is 49.3, which ranks among the highest in the region, second only to Indonesia market at 51.0. This suggests that the majority of Thai visitors to Vietnam have positive travel experiences and are likely to recommend the destination to others. A high NPS score is a strong indicator of the word-of-mouth potential that can drive further visitation growth if leveraged effectively. 

Vietnam’s Propensity to Visit score is also among the highest in the region, reaching 36.3. This shows that Thai travelers are strongly intent on considering Vietnam for their next trip, indicating that the country appeals to many Thai tourists. However, low arrival numbers suggest that factors beyond interest, such as travel convenience, perceived value, or expectation of experiences, may be influencing actual travel decisions.

The Destination Marketing Exposure (DME) for Vietnam among Thai travelers is 67%, the highest among all eight major Asian markets. This indicates that Vietnam’s tourism marketing efforts have effectively reached Thai travelers, creating strong brand awareness. Despite this high exposure, the disconnect between brand awareness and low visitation rates suggests that marketing efforts alone are not enough to drive actual conversions, pointing to deeper structural challenges in tourism development.

Thai travelers are heading to Vietnam in large numbers, creating travel content that highlights local cuisine and brands..

Vietnam’s Position Among Regional Destinations: Strengths and Challenges

Vietnam maintains a strong brand perception when compared to other regional destinations. Vietnam’s DBSS among Thai travelers stands at 142.8, ranking second in Southeast Asia, just behind Singapore (159.3). On a broader scale, Vietnam ranks fourth in Asia, trailing Japan (186.9), South Korea (170.4), Taiwan (165.6) and Singapore. These destinations not only have stronger brand positioning but also outperform Vietnam in other key destination brand metrics such as NPS, Propensity to visit, and Destination Marketing Exposure, making them formidable competitors in attracting Thai tourists.

Understanding why Thai travelers perceive Vietnam positively yet do not visit in higher numbers requires deeper research into multiple influencing factors. Assessing product-market fit, accessibility, and service quality is crucial. We need to evaluate how well Vietnam’s offerings align with the preferences of Thai travelers, the convenience and cost-effectiveness of flight connections compared to other destinations, and the quality of services, including language support. 

Another important factor is Vietnam’s approach to destination marketing investment across different markets. The promotional efforts targeting nearby markets, including Thailand, are relatively limited. The priority given to regional tourism promotion may not be sufficient to maximize visitor conversions. Without stronger marketing initiatives specifically tailored to Thai travelers, Vietnam may not be fully leveraging this high-potential market.

Without a comprehensive understanding of these elements, bridging the gap between brand perception and actual travel remains a challenge. 

Conclusion

Vietnam has a strong brand reputation among Thai travelers, which presents a significant opportunity for growth. However, to fully realize this potential, a more strategic approach is needed. This includes making targeted and sustained investments in tourism promotion, as well as gaining a deeper understanding of the expectations of Thai travelers. By doing so, Vietnam can convert interest into substantial growth in tourism.

As technology continues to shape the travel experience, Vietnamese travelers—both domestic and outbound—are setting different expectations for the future of travel tech. While convenience and efficiency remain key priorities, their exposure to international innovations significantly influences their preferences.

Overview of Vietnamese Travelers’ Expectations for Travel Technology Applications

Travelers today prioritize essential and practical technologies that enrich their travel experience. This includes tools for navigation, virtual reality previews, and advanced payment systems. Those who have traveled internationally often develop heightened expectations for these technologies, such as artificial intelligence and chip applications. Their exposure to a variety of tech solutions while abroad influences their familiarity and sets higher standards for what they expect during their travels.

Differences in Travel Tech Expectations Between Domestic and Outbound Travelers

Among all travel technologies, payment flexibility stands out as the most highly anticipated advancement. An impressive 72% of travelers expressed a desire for seamless payment solutions, highlighting the growing demand for cashless transactions, digital wallets, and alternative payment methods. Interestingly, both domestic (62%) and outbound travelers (63%) share similar expectations, indicating that the push for modern payment systems extends beyond those traveling abroad.

As travelers seek more immersive experiences, virtual reality (VR) technology is gaining popularity. 60% of Vietnamese travelers expect VR to play a role in their journeys, with outbound travelers showing slightly higher interest (63%) than domestic ones (58%). This suggests that those who travel internationally are more accustomed to advanced digital experiences.

Similarly, AI chatbots are increasingly seen as valuable tools for real-time customer support. However, expectations vary significantly between outbound travelers (51%) and domestic travelers (41%). The higher demand from outbound travelers indicates a preference for AI-driven assistance when navigating unfamiliar destinations.

For outbound travelers, offline access to maps and translation tools is crucial. 65% of them expect this technology to be available, compared to 52% of domestic travelers. The significant gap suggests that international travelers face greater challenges with language barriers and connectivity, making offline accessibility a vital necessity.

Emerging technologies like smart luggage (RFID e-tags) and robotic assistants are generating notable interest. 54% of outbound travelers see value in smart luggage, while 43% of domestic travelers find it appealing. Similarly, robotic assistants attract 45% of outbound travelers, whereas only 37% of domestic travelers find them relevant. These trends indicate that frequent international travelers, who encounter smart travel solutions in global airports and hotels, are more inclined to adopt them.

Conclusion

Vietnamese travelers are embracing technology at different levels based on their exposure to international travel. 

Flexible payment options remain the top priority, highlighting the growing demand for cashless transactions and digital wallets in tourism. The high expectation for VR technology and AI chatbots signals a shift toward more digitized and immersive travel experiences, particularly in trip planning and customer support.

Outbound travelers demonstrate a stronger demand for technology that supports international mobility, especially in translation tools, offline maps, and smart luggage solutions, which help navigate foreign destinations more seamlessly. While robotic assistants and AI-driven automation are gaining attention, their adoption still lags behind more practical and immediate needs, such as payment solutions and virtual experience technologies.

By understanding these differences, destinations and businesses can better align their digital transformation strategies, ensuring a seamless and enhanced experience for all travelers.

Vietnam’s tourism industry has experienced a strong post-pandemic recovery, with a significant increase in international arrivals. According to the General Statistics Office of Vietnam, in 2024, Vietnam welcomed 17.5 million international visitors, marking a 39.5% increase from the previous year and achieving the initial target of 17-18 million arrivals. 

Among the key contributors to this growth, South Korea and Taiwan are among Vietnam’s three largest source markets, alongside China. Despite their high numbers of visitors, travelers from South Korea and Taiwan report the lowest satisfaction levels with their experiences in Vietnam, as reflected by their Net Promoter Scores (NPS) and Vietnam’s Destination Brand Strength Score (DBSS). This poses an important question: What accounts for this discrepancy, and how can Vietnam enhance its appeal to these travelers?

The Discrepancy: High Volume, Low Satisfaction

South Korea and Taiwan are among Vietnam’s top three source markets, contributing significantly to inbound tourism. In 2024, Vietnam welcomed approximately 4.5 million South Korean visitors (25.98% of total international arrivals) and 1.29 million Taiwanese visitors, reinforcing their status as key drivers of Vietnam’s tourism economy. Their substantial share of total arrivals underscores their importance, making it critical to understand and address their perceptions of Vietnam as a travel destination.

Despite their large market sizes, travelers from South Korea and Taiwan have relatively low brand perception and satisfaction regarding Vietnam as a destination. The Destination Brand Strength (DBS) score for South Korea is 123.5, while Taiwan travelers report the lowest DBS score for Vietnam at 103.4, which is also the weakest compared to their perceptions of other Southeast Asian destinations. When benchmarked against the Asia average of 127.5, both South Korea and Taiwan fall short, reinforcing the notion that Vietnam’s destination branding is weak in these markets.

More concerning is the Net Promoter Score (NPS), which measures travelers’ likelihood to recommend Vietnam. The NPS for South Korean visitors is only 15.3, while Taiwan stands at -12.8, the lowest among all surveyed Asian source markets. This sharply contrasts with the Asia benchmark NPS of 26, indicating that despite high visitation numbers, travelers from these countries are less likely to recommend Vietnam as a preferred destination. For Taiwan, the negative Net Promoter Score (NPS) of -12.8 indicates that most travelers do not recommend Vietnam as a destination. In fact, many may share negative experiences, which could harm the country’s image in this market. As a result, Vietnam risks losing the opportunity to attract both first-time and repeat visitors from Taiwan, as these travelers not only rarely recommend the destination but may also communicate unfavorable impressions.

Interestingly, the issue does not appear to stem from a lack of destination marketing efforts. The Destination Marketing Exposure (DME), which assesses the visibility of Vietnam’s tourism marketing in different countries, is relatively high for both South Korea and Taiwan. According to Outbox’s survey, Vietnam’s DME score in these countries is among the highest in the region, suggesting that awareness and exposure are not the primary barriers to improving satisfaction. Instead, the low NPS and DBS scores may reflect deeper structural issues, such as service quality, infrastructure, or a misalignment between experiences offered and traveler expectations.

Understanding the Challenges Behind Low Satisfaction

Given these insights, it is essential to examine the factors contributing to visitor dissatisfaction. Several reasons could explain why South Korean and Taiwanese travelers, despite their large numbers, report lower satisfaction with their experiences in Vietnam. For instance, these travelers may experience a gap between their expectations and the reality they encounter. High expectations for service quality, convenience, and infrastructure may not always be met, leading to lower satisfaction levels. 

Additionally, competition from other Asian destinations plays a role; Vietnam may not differentiate itself enough to encourage repeat visits. Language barriers and inconsistent service quality can further impact the visitor experience, as Korean and Mandarin-speaking travelers might struggle with communication in Vietnam. Moreover, the tourism infrastructure, such as airport efficiency and local transportation, may not fully meet the needs of these high-volume visitors, resulting in logistical frustrations and negative word-of-mouth.

To improve satisfaction levels, Vietnam needs to enhance the visitor experience across multiple aspects. Service quality must be elevated through better hospitality training and multilingual support. Improvements in tourism infrastructure, including transportation and signage in Korean and Chinese, are essential to ensure convenience. Furthermore, Vietnam’s tourism offerings should be tailored to better align with South Korean and Taiwanese preferences, particularly regarding food, shopping, and entertainment. Beyond exposure, destination branding must emphasize unique experiences that set Vietnam apart from its regional competitors. By addressing these gaps, Vietnam can convert high visitor numbers into stronger advocacy and encourage repeat travel.

Conclusion

South Korea and Taiwan are essential to Vietnam’s inbound tourism; however, the lower satisfaction levels reported from these markets indicate an area that requires improvement. Although destination marketing efforts have successfully increased visibility, Vietnam must now concentrate on enhancing visitor experiences to transform high visitor numbers into positive word-of-mouth and repeat travel. Key steps to elevate Vietnam’s appeal and ensure long-term growth in these important markets include addressing service gaps, refining branding, and strengthening tourism infrastructure.

The global travel industry is witnessing a transformative shift with technology at its core, enhancing the way travelers explore, book, and experience journeys. In Vietnam, an emerging travel market, the adoption of technology has begun to reshape traveler expectations. Although significant progress has been made, there are still untapped opportunities for businesses and destinations to leverage advanced travel technologies.

Technology Usage Among Vietnamese Travelers

Vietnamese travelers have embraced digital tools to simplify their journeys, particularly in mainstream areas like social media and navigation apps. These tools serve as essential companions, enabling travelers to plan, discover, and navigate destinations seamlessly. However, there remains an underutilization of advanced travel technologies such as AI-powered tools, virtual assistants, and e-ticketing systems. The dominance of these traditional tools highlights a gap in technology usage, leaving opportunities for businesses to integrate innovative solutions that enhance personalization and convenience. As travelers grow increasingly tech-savvy, businesses that address these gaps can position themselves as frontrunners in Vietnam’s travel tech landscape.

Travel Tech Perception in Vietnamese Travelers

Vietnamese travelers hold a positive outlook on the role of technology in improving their travel experiences. A notable shift has emerged, where travelers value practical, user-friendly tools that meet immediate needs while enriching their overall journey. Technologies like smooth payment systems, AI chatbots, and offline accessibility resonate most with their expectations. This growing optimism underscores a critical insight: travelers are open to exploring cutting-edge technologies if they can deliver real value. AI-powered tools, virtual reality (VR), and automation are gaining momentum as Vietnamese travelers increasingly seek personalization, efficiency, and engagement in their journeys.

Key Expectations for Travel Technologies

Based on insights from the Vietnam Travel Tech Survey 2024, travelers expressed clear preferences for technologies that prioritize convenience, immersive experiences, and support. Payment flexibility emerged as the most significant expectation, with 72% of respondents highlighting the importance of seamless and hassle-free transactions. This preference underscores a strong demand for tools that simplify the payment process, ensuring smoother travel experiences.

Offline access to maps and translations ranked second, with 63% of travelers emphasizing its importance. This reflects a growing need for accessibility and reliability, especially when navigating unfamiliar destinations without stable connectivity. Similarly, 60% of travelers are drawn to virtual reality (VR) technology, which allows them to explore and preview destinations in an immersive way, thereby enhancing inspiration and decision-making.

Personalized assistance also stood out as a priority, with 58% of respondents expressing excitement about AI chatbots. These tools provide real-time support, answering queries and offering tailored recommendations that improve traveler satisfaction. Automation, too, has captured attention, as seen in the rising interest in robotic assistants. With 52% of travelers showing interest, it is clear that automation tools have the potential to streamline services and enhance efficiency. Finally, smart luggage and RFID tags, which were noted by 50% of respondents, highlight the demand for more advanced and efficient baggage handling solutions.

These expectations reflect an evolving travel tech landscape where travelers are ready to embrace innovative tools that promise to optimize and elevate their overall travel experiences.

Why Businesses and Destinations Need to Take Action

The findings present both a challenge and an opportunity for businesses and destinations. To meet traveler expectations, businesses need to invest in technologies that deliver real value while addressing gaps in the current landscape. Tools like VR and AI personalization can enhance travel experiences by offering tailored recommendations and meeting individual needs, leading to greater satisfaction and loyalty. Similarly, the adoption of automated solutions, such as advanced payment systems and robotic assistance, can streamline operations, reduce friction points, and improve efficiency across the travel journey.

As the market evolves, businesses that embrace technological innovations will gain a competitive edge in Vietnam’s dynamic travel market. This allows them to not only appeal to domestic travelers but also position themselves as attractive destinations for international tourists. From personalized support through AI chatbots to immersive previews with VR technology, there are endless opportunities for businesses to leverage travel tech to transform the way travelers experience their journeys.

Vietnam’s travel tech landscape is at a turning point, with significant opportunities awaiting businesses that embrace technology to meet traveler demands. By investing in practical and innovative tools, businesses can deliver personalized, efficient, and immersive experiences that resonate with tech-savvy Vietnamese travelers.