The Vietnam Travel Market Tracker Q2/23 has launched an updated report on the consumption behavior of Vietnamese tourists in Q2/23. This article will explore the differences and changes in visitor behavior during this peak summer period for tourism in Vietnam.
Gen Y continued dominant
The majority of Vietnamese tourists were under 42 years old in Q2/2023. Gen Y travelers (27-42 y.o.) accounted for the highest proportion of almost 50%, followed by Gen Z (18-26 y.o.). However, the gap between these two groups is not too much. There were not many Gen X and very few Baby Boomers. Compared to Q1/23, there is no much change in the proportion of the age groups.
This might show that the younger generations are more active and adventurous in traveling, while the older generations are more conservative and cautious.
The growth of middle class
Middle-class travelers (household income between 15m – 45m VND/month) still dominated the market in Q2/2023, followed by those with a household income of less than 15 million VND, and the household income of more than 45 million VND. However, compared to last quarter, the household income of between 15m – 45m/month decreased by 14%, while those with a household income below 15 million VND/month increased by 15%.
This might show that travel is becoming more accessible and affordable to a wider range of people, especially those with lower incomes.
Leisure activity for working people
Full-time workers accounted for the highest group of travelers in Q2/2023, followed by part-time, hybrid workers, and freelancers. Similar to the proportion of tourists by age group, the percentage of retirees traveling was very small. Travel is mainly a leisure activity for working people, who may need a break from their stressful jobs or want to reward themselves for their hard work. In addition, travel might not be a priority for retirees, who may have health issues or financial limitations.
Lower travel frequency
Although summer is typically the peak travel season in Vietnam, Vietnamese travelers in Q2/23 were more likely to take only one trip, accounting for almost 60% of all travelers. This is a significant increase from the previous quarter, when only 47% of travelers took one trip. In contrast, the number of travelers who took two or three trips in Q2/23 decreased by 6%. This trend is likely due to a number of factors, including the rising cost of travel and the economic difficulties in Vietnam.
Self-guided travel on trend
Self-guided travel continued to be popular in Q2/2023, with over 83% of Vietnamese travelers choosing this type of travel. Solo travel trend is back with 26% of chosen compared to only 13% in Quarter 1/23. Travel by tour has not changed much.
This is likely due to the flexibility and freedom that self-guided travel offers travelers. Self-guided travelers can choose their own destinations, activities, and pace of travel, which can be a great way to experience a new place. Travel by tour has not changed much because it still appeals to some travelers who prefer convenience and security.
Preferred domestic destinations
Vietnamese travelers still prioritized domestic destinations in Q2/2023, with Ba Ria – Vung Tau, Danang, Hanoi, Ho Chi Minh City, and Dalat being the top 5 destinations. Among outbound destinations, Thailand was the number one destination of Vietnamese travelers to visit, followed by South Korea, Japan, Singapore, and China.
Vietnamese travelers still prefer to explore their own country, which has a rich and diverse natural and cultural heritage. Ba Ria – Vung Tau, Danang, and Dalat are popular for their beaches, mountains, and cool weather, while Hanoi and Ho Chi Minh City are attractive for their historical and modern attractions. The switch of the positions fourth and fifth for HCMC and Dalat may be due to the preference for cooler destinations in the summer.
Among outbound destinations, Thailand, South Korea, Japan, Singapore, and China are popular for their proximity, affordability, and variety of experiences. UK was out of the top 5 this quarter because of the travel restrictions and the high cost of travel. China was back in the top 5 because of the improved diplomatic relations and the reopening of the borders.
The Vietnam Travel Market Tracker Q2/23 provides valuable insights into the travel habits of Vietnamese tourists. This information is important for businesses in the tourism industry, as it can help them to better understand the needs and preferences of their target market.
