According to Vietnam Travel Market Tracker Q2/23, the travel motivations of Vietnamese tourists in Q2/2023 were diverse, with relaxation and visiting friends and relatives being the two most popular purposes. Work-related purposes ranked lower.
There were some interesting differences in the travel motivations of different age groups. Gen Y tourists were more likely to travel for medical treatment than Gen Z tourists. This is surprising, as Gen Z is generally healthier than older generations. However, Gen X and Baby boomers also prioritized medical treatment less than Gen Y, even though these are the two groups of tourists who need to take care of their health the most.
Similarly, rest and relaxation were the biggest travel motivation of Vietnamese tourists in Q2 with more than 60% chosen by all age groups. This was followed by connecting with family and friends, and looking for new experiences. The selection rate for these three top motivations was almost identical among age groups.
However, there were some differences in the fourth and fifth most popular motivations. For Gen Z, the fourth most popular motivation was spending time with “important people”. For older groups of tourists, the fourth most popular motivation was saving money. This is likely because young tourists often do not have children, so they are more likely to travel with their partners or spouses. Cost only ranks 6th among the motivations for Gen Z tourists.
There has also been a change in the importance of travel preference as a motivating factor for travel. In 2022, travel preference was the third most popular motivation for all age groups. However, in 2023, it only ranks 7th for Gen Z and Gen Y, and 6th for Gen X and Baby boomers. This suggests that tourists who are still working and studying value their time for work and study more than their personal preferences. While for Gen X and Baby boomers tourists, it is the opposite, they will prioritize their travel preferences more.
Very few tourists in all age groups choose work requirements as a motivating factor for travel. This also corresponds to the proportion of tourists who made trips in Q2 with work-related purposes being the least.