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.
