Nearly 54% of Gen Z plan to travel more in 2026

VTV.vn - A survey by Vietnam Report shows that nearly 54% of Vietnamese Gen Z plan to travel more in 2026, reflecting new consumption trends among young customers.

Gen Z plans to travel more in 2026.

Gen Z’s travel demand in Vietnam is growing rapidly and becoming one of the notable variables in the domestic tourism market. According to Vietnam Report, nearly 54% of consumers in this generation said they will travel more in 2026, although their spending is still modest compared to older generations.

Gen Z's travel demand in Vietnam is increasing rapidly and becoming one of the notable variables of the domestic tourism market.

Gen Z (13–28 years old), born in the digital environment, sees each trip as a “personal achievement”, an opportunity to record through photos, vlogs or social media content. This makes their need to travel not only come from relaxation, but also from the motivation to express themselves and explore their own identity. Most of them are unmarried, this group of customers prefers challenging journeys such as trekking, backpacking, camping or destinations outside of urban areas. The survey shows that 31% of Gen Z choose personal vehicles, demonstrating a tendency for freedom and flexibility in experiences.

Immerse yourself in nature and take precious photos.

Although the average spending per trip ranges from 3-5 million VND, Gen Z's travel frequency is higher than before. This forces businesses to restructure their products in a "small but frequent" direction, suitable for the fast - compact - flexible spending behavior of young customers.

In the general picture, other generations also show significant changes. Gen Y (29-44 years old) is the group with the highest willingness to spend, with nearly 77% planning to increase spending on travel and about 40% willing to spend 10-15 million VND per trip. Gen X (45-60 years old) prioritizes deep experiences, health care and spiritual tourism, with more than 57% willing to spend over 15 million VND.

The clear differentiation between generations shows that the Vietnamese tourism market is entering a mature stage, where demand not only increases in quantity but also in quality. In particular, Gen Z has emerged as a new driving force, creating many opportunities for businesses to develop niche products, flexible services and “free - personalized” experiences that are prioritized by this group of customers.

Source: https://vtv.vn/gan-54-gen-z-len-ke-hoach-du-lich-nhieu-hon-trong-nam-2026-100251202161704939.htm