"My father went to Germany to study when he was young and really wanted to go back and visit the place where he used to live," Nguyen Minh Duc, 39, shared while traveling in Europe with his father, Nguyen Van Minh, 81. The father and son's journey went through Western European countries, including a stop in Berlin.
The cost of the 10-day, 9-night trip for the father and son was nearly 200,000 million VND. It was not a small amount of money, but looking at his father's happy and emotional face, he thought it was completely worth it.
Through consumer behavior statistics, analysis of selected itineraries and customer surveys, Vietravel Hanoi identified three prominent trends shaping the holiday travel market: long-distance travel, home-grown travel and digital tour booking. These trends reflect the overall picture of tourism in 2025, which is driven by many long holidays throughout the year such as Lunar New Year, April 30, and National Day September 2.
The trend of long-term travel, shifting from the purpose of "going out" to "experiencing", is most clearly demonstrated on the occasion of April 30. Besides trips to Ho Chi Minh City to watch the April 30 parade or budget tours to Thailand and China, many Vietnamese tourists invest large sums of money, from tens to hundreds of millions of VND, to buy high-end tours to Europe and other long-distance markets.
Ms. Ha Anh, representative of Vietravel Hanoi , said that during this year's 5-day holiday, the company served more than 30,000 visitors, an increase of more than 20% compared to the same period last year. Of which, 5-10 day tours accounted for 60% of the total number of trips, with faraway markets such as Western Europe, the UK, the US, Australia, South Africa, Egypt, and Dubai all being booked early.
Trang An Travel General Director Nguyen Huu Cuong said that during the holiday, the number of tourist groups going to Europe at the company accounted for 30% of the total departure tours. For the long-distance market, tours usually last 8-10 days, so customers mainly depart from April 27-28 and return after the holiday ends. Similarly, at Vietluxtour, the top "hot" routes during this time are still Europe, Australia, followed by more popular markets such as Korea, China, Taiwan, Singapore and Thailand.
Instead of choosing familiar destinations, this year Vietnamese tourists prioritize in-depth journeys, exploring cultural identity, nature, and historical architecture. Middle-aged and elderly tourists tend to choose long-term international tours but have high demands on service quality, relaxation, and health care.
The proliferation of long-term tours also reflects the shift in tourism, Vietnamese tourists instead of booking tours at the last minute, have proactively planned their trips early; are willing to spend more on personal experiences and memorable journeys. "A group of Vietnamese tourists coming to Dubai on this occasion were invited by the Vietnamese Embassy in the UAE to attend the April 30 ceremony at the Embassy. The tourists were all very happy and called this an interesting experience," said Ms. Ha Anh.
Although many groups of tourists bought expensive tours such as those to Europe and Japan, many travel agencies said they "didn't make much profit" because of the increase in the euro. "We only adjusted the prices of tours sold 20 days ago, by an average of 6-10%," said Mr. Cuong of Trang An Travel.
A notable point is that Vietnamese customers' service booking behavior is increasingly digital and proactive. More than 40% of customers buy tours through online platforms; the rate of customers carefully researching route information and evaluating preferential services before deciding to pay has increased; customers mainly pay cashless. Many tourists buy tours early to take advantage of promotions and low prices.
"This requires travel companies to improve their digital operations capacity and improve customer experience from consulting, tour sales, and care throughout the journey," Ms. Ha Anh added.
Source: https://baoquangninh.vn/khach-viet-nhon-nhip-di-chau-au-dip-nghi-le-3356019.html
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