The summer of 2024 has seen a strong rebound in travel demand among Vietnamese consumers. According to Outbox’s Vietnam Travel-focused Omnibus Survey, 84.5% of respondents expressed their intention to travel during this season, reflecting a significant recovery in leisure activities post-pandemic. However, shifts in travel behavior, planning, and destination choices indicate that Vietnamese travelers are making more thoughtful decisions than in previous years.
Vietnamese travelers are making more thoughtful decisions
Travel Intentions and Planning Phases
Among those planning to travel, 51.8% have not made concrete arrangements, suggesting that many Vietnamese still weigh their options before committing to a trip. This could be due to uncertainties regarding financial considerations or final destination choices. Only 14.3% have fully arranged their trips, while 18.3% are partially prepared. This highlights the more cautious and deliberate nature of travel planning in the current environment, where flexibility is key.
The preference for coastal areas and major cities underscores a desire for relaxation and easy access to amenities.
Destination Choices and Travel Periods
Domestic destinations remain a priority for the majority of Vietnamese travelers, with 75.9% opting for domestic trips and only 24.1% planning to travel internationally. The preference for coastal areas and major cities underscores a desire for relaxation and easy access to amenities.
On the international front, Japan leads the list of preferred destinations, attracting 28.5% of respondents, followed by Korea (25.9%), Thailand (15.0%), China (11.4%), and Singapore (8.8%). The strong ties between these countries and Vietnam, as well as the availability of short-haul flights, make them appealing choices for overseas travel.
Short-trip vacations have gained popularity among Vietnamese travelers, with trip stays typically lasting 3-4 nights. In terms of budget, most Vietnamese travelers plan to spend 2-4 million VND per night for each trip.
Vietnamese travelers in the summer of 2024 exhibit diverse and evolving preferences, driven by a desire for both relaxation and autonomy. While self-planned trips remain the dominant choice, all-inclusive packages continue to cater to a significant segment of the market. As travel demand recovers, service providers will need to innovate and adapt to changing consumer behaviors, particularly by leveraging social media and video content to influence planning decisions.
The insights from Outbox’s Vietnam Travel-focused Omnibus Survey offer valuable guidance for the tourism industry as it seeks to capitalize on renewed travel interest. By understanding the nuanced needs of different traveler demographics, businesses can better tailor their offerings and optimize customer engagement in the years ahead.
