Vietnamese tourists prioritize beach and island tourism during the summer.

VTV.vn - The 2026 summer tourist season is entering its peak period with a strong recovery of destinations boasting beautiful beaches across the country.

Data from online travel platforms shows that demand for beach holidays, short trips, and itineraries linked to events and festivals is rapidly increasing, with Da Nang being the top preferred destination.

According to Traveloka's latest survey, domestic travel bookings this summer have surged as Vietnamese travelers prioritize high-quality trips focused on experiences and rejuvenation.

Fireworks display over the Han River, Da Nang . Photo: Organizing Committee.

Data from this platform shows that Da Nang has risen to the number one position on the list of most popular accommodation destinations, while also recording strong growth in domestic flight bookings.

"What we've observed this summer is the image of a generation of Vietnamese travelers who are more proactive and purposeful in planning their trips, viewing domestic travel as an important part of their lifestyle and a need for rejuvenation," said Ms. Huynh Thi Mai Thy, Director of Traveloka Vietnam.

Not only did Da Nang lead in terms of accommodation on Traveloka, it also topped the list of most searched domestic destinations by Vietnamese travelers on Booking.com during the period from June 1st to August 31st. Following closely behind were Nha Trang, Ho Chi Minh City, Da Lat, and Hanoi .

According to Booking.com, this year's trend shows that travelers prioritize familiar destinations with well-developed infrastructure and easy planning to optimize their vacation time. Da Nang is a popular choice across most age groups, while Ho Chi Minh City attracts more couples, and Da Lat continues to draw groups of friends.

Da Nang's appeal is attributed to the synergy of its well-developed tourism infrastructure, convenient transportation connections, and a series of large-scale events taking place throughout the summer. Most notably, the Da Nang International Fireworks Festival (DIFF 2026) is considered by international travel platforms to be a major driver of summer tourism demand this year.

Da Nang was recently ranked second on Lonely Planet's list of "Asia's Best Summer Destinations," while DIFF 2026 was voted among the top 9 most worthwhile summer festivals in the world by Travel + Leisure .

Besides Da Nang, coastal and island destinations also recorded strong growth. Traveloka reported that Phu Quoc had the highest increase in flight ticket searches nationwide, up 56% year-on-year, followed by Con Dao with a 42% increase.

Meanwhile, major cities like Ho Chi Minh City and Hanoi continue to maintain their appeal in the short-stay segment, while Vung Tau is emerging thanks to the trend of self-driving tours to destinations near the city. Familiar coastal destinations such as Nha Trang, Quy Nhon, and Mui Ne maintain a stable search volume during peak season.

According to tourism businesses, this summer's market is witnessing a significant shift in consumer behavior. Instead of prioritizing "traveling to many places" or hunting for cheap tours, tourists are now focusing more on actual experiences, convenience, and the emotional value of their trips.

Mr. Nguyen Tran Hoang Phuong, Chairman of the Board of Directors of Golden Smile, believes that rising airfares and service costs are causing customers to carefully consider their itineraries, length of stay, and destination choices to suit their budget.

"As the tourism industry enters a new phase of competition, travel businesses need to not only sell tours but also develop products that are more in-depth, flexible, and offer more sustainable value for modern travel experiences," Mr. Phuong said.

Online travel platforms have also noted a trend of Vietnamese travelers planning earlier and taking advantage of major promotions to optimize costs during the peak summer season. According to Traveloka, users are increasingly proactive in balancing their budget and experiences, instead of making impulsive decisions as before.

Source: https://vtv.vn/khach-viet-uu-tien-du-lich-bien-dao-dip-he-100260603153131177.htm