Domestic tourism is on the rise.

Vietnamese tourists' interest in domestic tourism has increased significantly compared to previous years.

With the New Year's holiday expected to last four days, Ms. Hoang Anh (residing in Tan Dinh ward, Ho Chi Minh City) said that her family plans to go to Vung Tau or Phan Thiet for a relaxing trip. According to her, over the past year, domestic destinations have become a preferred choice due to convenient travel and reduced travel time. In addition, tourism products in these localities are becoming increasingly diverse and attractive, suitable for families with young children and elderly people.

Short-day tours are in high demand.

Not only are families traveling independently to nearby destinations, but right here in Ho Chi Minh City, many products and services catering to entertainment needs during the New Year holiday are also experiencing strong sales. A representative from the 5-star cruise ship Elite of Saigon stated that all tickets for the New Year's Eve countdown buffet have been reserved in advance.

Many travel companies have also noted a positive increase in demand for domestic tours recently. Ms. Nguyen Nguyet Van Khanh, Director of Marketing at Vietravel Tourism Company, said that during this year's New Year holiday, Vietravel expects to serve approximately 130,000 customers, mainly families and young groups. This is a positive sign showing that the demand for short-term travel remains high, especially during the stressful end-of-year period.

According to Vietravel, the structure of tourists shows a fairly balanced distribution between domestic and international tours. Popular itineraries focus on 3-day/2-night and 4-day/3-night tours, suitable for short holidays, allowing tourists to easily arrange their time while still ensuring a complete experience.

For domestic tours, destinations with beaches and pleasant climates continue to be preferred by tourists. These include Phu Quoc, Da Nang, Quy Nhon, Phu Yen, Khanh Hoa, and Phan Thiet - Mui Ne, where tourists can combine relaxation with fun and entertainment in a short time. "Destinations with cool weather and unique natural landscapes like Da Lat, Bao Loc, or routes in the Northeast and Northwest such as Ha Giang and Sa Pa also show good interest, especially from families and nature lovers," said Ms. Van Khanh.

Ban Gioc Waterfall (Cao Bang) is bustling with tourists during the last days of the year. Photo: LAM GIANG

At Vietluxtour Travel Company, information about Tet (Lunar New Year) 2026 travel has been "hot" since the beginning of November and is entering its peak season. The biggest difference this year is the trend of customers opting for longer holidays, with a significant increase in tours designed specifically for small family groups. Customers are willing to pay more for private transportation, private guides, and flexible itineraries that ensure the health of the elderly and young children. "Tet tour prices have increased by about 5%-15% compared to normal days, depending on the route, mainly due to increased costs of airfare, restaurants, and hotels during the peak season," said Ms. Bao Thu, Marketing and Communications Director of the company.

BenThanh Tourist Company also stated that the North and Central regions, especially Da Nang beach and Hoi An ancient town, continue to be preferred destinations for tourists. Currently, tour groups to the North have reached over 50% of their capacity, while other routes have a slower registration rate, with customers tending to book tours closer to the date. "The price of New Year's Day tours is only around 3 million VND, designed by the company to suit family groups who want to bond and save money. We are also developing many new products that offer experiences, cultural insights, and in-depth exploration to meet the increasingly diverse tastes of Vietnamese tourists," said a representative of Saigontourist Travel.

Opportunities to retain tourists

Also related to Tet holiday travel in 2026, the Agoda platform recently announced survey results showing a significant increase in Vietnamese tourists' interest in domestic travel compared to the previous year. 50% of surveyed Vietnamese plan to travel domestically. Da Lat continues to be the most searched destination during Tet (up 44%). Phu Quoc rose to second place (up 41%), surpassing Nha Trang, Da Nang, Vung Tau, and Ho Chi Minh City. This development is quite surprising compared to previous years, when overseas tours usually overshadowed domestic tours.

Not only domestic tourists, Vietnam is also becoming an attractive destination for international families. Agoda data shows a 30% increase in demand for family travel to Vietnam compared to the same period last year. South Koreans lead in search volume, followed by India, Singapore, Australia, and Malaysia. Notably, Indian tourists saw a dramatic 186% increase, and Malaysian tourists a 74% increase. "Unique culture, diverse cuisine, and child-friendly resort systems are factors that help Vietnam score points. Phu Quoc is the most searched destination by international families (up 47%), followed by Da Nang and Nha Trang," - an Agoda representative stated.

According to the Vietnam National Tourism Administration, in the first 11 months of 2025, Vietnam welcomed approximately 20 million international visitors – a new record. It is projected that this number could reach 22 million for the whole year. "For every 5 Vietnamese people, there will be 1 international visitor and about 135 million domestic visitors. Total tourism revenue exceeding 1 trillion VND demonstrates the explosive growth in scale and capacity of the industry," said Mr. Ha Van Sieu, Deputy Director of the Vietnam National Tourism Administration.

Many travel businesses believe that the rise of domestic tourism during the 2026 Tet holiday is a logical and long-term trend. This is not only due to cost factors or the reluctance to travel far, but more importantly, the improved quality of domestic tourism products. However, the challenge now is how to maintain the attractiveness so that tourists stay longer, spend more, and return more frequently. Tourism expert Phan Yen Ly suggests that instead of developing short, superficial tours, businesses should focus on specialized product lines. For example, instead of just visiting Da Lat for 3 days, businesses could design 5-7 day tours combining wellness retreats or high-tech agricultural experiences.

For Ho Chi Minh City, Ms. Ly suggested organizing more workshops and creative events, and investing in large-scale art performances to enhance the tourist experience. This is because the length of a tourist's stay is often directly proportional to the diversity of activities available at the destination.

Furthermore, developing the night-time economy and organizing a continuous series of cultural events are considered important directions. Tourist centers such as Phu Quoc, Da Nang, and Hoi An ancient town need to promote live art performances, night markets, and festivals. In particular, the 2026 Tet holiday with its nine consecutive days off presents an opportunity to organize a series of activities, encouraging tourists to stay longer and experience more.

Mr. NGUYEN MINH MAN , Deputy General Director of Vinagroup International Tourism Company:

Change your mindset about tour operation.

Figures of 20 million international visitors and approximately 140 million domestic visitors show that Vietnam attracts significant interest from tourists, but lacks appeal in terms of length of stay and added value per trip. Compared to Japan or Spain, where tourists stay an average of 7-10 nights, the length of stay in Vietnam remains short. The reason is not due to a lack of diverse destinations, but rather to a simplistic, uninspired approach to tourism products that lacks the motivation for visitors to stay longer.

To retain domestic tourists during Tet (Lunar New Year), we need to shift our mindset from "sightseeing tours" to "slow living and extended consumption experiences." Hanoi is not just about a two-day Old Quarter city tour, but about experiencing the Tet in Northern Vietnam with its traditional crafts, cuisine, and beliefs. Hue is not only a heritage site but also offers a blend of royal and folk Tet traditions. The Mekong Delta, in addition to its floating markets, offers riverside nights, traditional music performances, and late-night food...

Vietnam is not lacking in resources, but it is at a disadvantage in storytelling and extending the experience. If this problem can be solved, domestic tourism will not only thrive but will also become a strategic pillar, capable of competing on equal footing with any destination in the region.

Mr. TRAN THE DUNG , General Director of Vietluxtour Travel Company:

Many advantages need to be exploited.

Instead of just selling tours to visit craft villages, localities and travel businesses need to design "Live like an artisan" experiential tours – where tourists stay for 2-3 days to make products with their own hands.

The appeal of Tet (Vietnamese Lunar New Year) needs to be enhanced by offering authentic Vietnamese experiences, rather than simply competing on price. Tourists are willing to stay longer if they can participate in activities unique to Vietnamese Tet, such as Tet markets, folk festivals, regional culinary experiences, cultural and historical spaces, or nighttime tourism products. This is a significant advantage for domestic tourism that outbound tourism cannot replace.

Source: https://nld.com.vn/du-lich-noi-dia-len-ngoi-196251224221847999.htm