Distinctive trends that will shape the Vietnamese tourist experience in 2026

Annual Travel Trends forecasts suggest that in 2026, travelers will embrace personalized journeys that clearly reflect their unique goals, passions, and habits.

By 2026, travelers will want more personalized experiences that go beyond pre-set travel itineraries. Booking.com Country Manager for Vietnam, Branavan Aruljothi, said that by 2026, travelers will "say no" to conventional experiences and pursue different passions.

“ Travel is no longer simply a holiday, but is increasingly becoming a way for tourists to express themselves, with travel and discovery itineraries built on personal interests that once seemed too private or too ‘niche ,’” said Mr. Branavan Aruljothi.

Escape trips

For centuries, books have been a travel companion. In 2026, the explosion of the romance genre will further fuel this interest as travelers not only seek the magic in the pages of books, but also want to step into the world of fiction.

According to Booking’s annual Travel Trends Forecast report, 94% of Vietnamese travelers are willing to visit a travel destination inspired by the “romance” genre. The need to explore the fantasy world of travelers goes beyond that, as 81% of Vietnamese surveyed said they are willing to participate in role-playing vacations based on their favorite games, books, or fantasy movies, and 33% said they would definitely include this interesting experience in their future travel plans.

This new escapism trend is taking a new turn thanks to the development of technology, with up to 87% of Vietnamese travelers open to AI suggestions that match their aesthetic taste in the fantasy genre, recommending fairytale-like accommodations, or pointing out real-life filming locations.

The need to explore the fantasy world is increasing. (Illustration photo: CTV/Vietnam+)

Houses equipped with state-of-the-art robots

Guests can now stay in holiday homes equipped with cleaning robots, cooking and dishwashing robots, and a range of smart systems that automatically operate and optimize water and energy usage and waste management.

Accordingly, Vietnamese travelers are ready to embrace a new era of convenience thanks to technology, with 98% of people saying they are willing to book a vacation home equipped with robots. Practical amenities are the top attraction for travelers, with 53% saying that having a cleaning robot would influence their booking decision, 41% saying that a robot chef is what excites them most when booking a vacation home, and 35% want a robot to help manage sustainability when traveling.

The experience isn’t just about convenience. 39% of people are drawn to the novelty of homes equipped with state-of-the-art robots, while 35% love the feeling of being able to brag about having stayed in a modern, sci-fi-inspired place.

Travelers are ready to embrace a new era of convenience thanks to technology. (Photo: CTV/Vietnam+)

Relaxation and beauty

The wellness travel trend will take a quantum leap in 2026, with 92% of Vietnamese travelers saying they would be willing to book a specialized beauty vacation that offers a range of skin care treatments tailored to their individual needs. Of these, 86% said they would consider using AI to identify the right travel destination for their needs.

From ancient forms of thermal beauty treatments to cutting-edge DNA and microbiology testing, beauty retreats are heralding a new era of specialised skincare tourism, aiming to go beyond just recharging and leaving guests looking and feeling refreshed after every trip.

The trend of health tourism will take a leap forward in 2026. (Photo: CTV/Vietnam+)

Travel to test compatibility

In 2026, vacations will become a “test” of compatibility for relationships, with 85% of Vietnamese travelers saying they are willing to travel with someone they are getting to know, a colleague or a new friend to see how compatible they are.

69% of Vietnamese travelers consider traveling to a remote location to see how their travel companions would handle uncomfortable and inconvenient situations; 80% are interested in role-reversed vacations, where the person who is usually in charge of planning would hand over that task to the other person, or give the leading role to an introvert... Meanwhile, 85% are willing to "step back" to see if their travel companions proactively plan the trip.

These experiments clearly demonstrate a shift in how people view travel not just as a vacation, but also as a way to better understand their compatibility, adaptability, and teamwork. Gen Z is the generation most enthusiastically embracing this trend, with 88% of Gen Z stating they are willing to choose customized itineraries that simulate real-life situations, helping to test and reveal the strength of their relationships.

Holidays will become a “test” of compatibility for relationships. (Photo: CTV/Vietnam+)

Preserve your experience with souvenirs

By 2026, kitchen cabinets are becoming “cultural exhibitions” as visitors take home souvenirs that reflect their personal tastes, aesthetic sensibilities, and the stories behind each destination.

Going beyond fridge magnets, 90% of Vietnamese travelers said they would consider purchasing beautifully designed and unique kitchenware or food storage items while traveling, from hand-painted spice jars to handmade olive oil bottles that are both edible and decorative. 84% even said they would consider traveling to a location known for its food storage or kitchenware.

This trend is driven by both meaning and aesthetics, with 33% of Vietnamese travelers saying that food souvenirs help them reminisce about their travel destination when cooking, while 52% of travelers appreciate the value of these souvenirs in promoting local craftsmanship, sustainability and traditional skills.

90% of Vietnamese tourists said they would consider buying kitchenware or food containers with beautiful and unique designs while traveling. (Photo: Contributor/Vietnam+)

Innovate long-distance travel

Road trips in 2026 will no longer be limited to family and friends, but will instead be trips that promote spontaneity, discovery, and connection with new friends. Roads will become spaces for connection, with 92% of Vietnamese travelers saying they are willing to carpool and 84% willing to use apps to find people with similar long-distance travel itineraries.

The appeal of this trend is evident when up to 93% of Vietnamese travelers said that long-distance travel appeals to them because of the flexibility, spontaneity and opportunity to meet new people; 87% appreciate sharing the driving task, making the travel journey more connected and familiar. For travelers who do not know how to drive, carpooling and using self-driving cars also help the journey they travel become a free-spirited adventure with a companion by their side.

Young people are leading this trend, with 82% of Vietnamese Gen Zers willing to use self-driving cars or AI to design their itinerary. Technology continues to expand the possibilities of discovery, with 81% of Vietnamese travelers saying they would use AI or generative AI to find beautiful, less-known routes that suit their travel preferences.

82% of Vietnamese Gen Z are willing to use self-driving cars or AI to design routes. (Photo: CTV/Vietnam+)

Travel by cosmic signals

Vacations are becoming spiritual journeys, as if “approved” by the universe. 78% of Vietnamese travelers said they would consider changing or canceling their trip if a spiritual advisor said it was not the right time.

Meanwhile, 73% of travelers will reconsider their travel plans if their horoscope or astrology gives them a negative warning, and 61% are willing to adjust their itinerary during a Mercury retrograde period.

65% of people say they consider certain spiritual factors when planning trips, from choosing the time of a full moon or solstice to visiting energy-rich locations. This trend is more strongly supported by younger generations, with 71% of Gen Z and 62% of Millennials being particularly sensitive to spiritual journeys.

(Photo: Contributor/Vietnam+)

Quiet travel preferences

Peaceful moments will become as precious as gold when visitors find a way to escape from the busy, noisy and sorrowful life to find the quiet nature, thereby finding a sense of peace for themselves.

45% of Vietnamese travelers said they would travel just to get closer to nature, and 37% wanted to choose “quiet” hobbies during their vacation. From insect watching and bird watching to fishing and wildlife hunting, travelers are increasingly interested in activities that help them connect more deeply with nature.

According to the report, 85% of Vietnamese travelers said they would consider insect watching, 93% were interested in fishing or bird watching, and 91% were willing to choose a place to stay where they could participate in food harvesting activities in local wildlife areas.

Travel back in time

Technology is helping bring old memories back to life, with AI tools able to pinpoint locations in photos and origin-tracing platforms turning memories into maps, helping travelers find the exact location where a past moment took place.

As a result, 89% of Vietnamese travelers said they would consider recreating an old memory or photo by using technology to locate the location, and plan to revisit it. What makes this trend so new is the role of technology in preserving people’s timeless memories.

Finding roots, finding connections between generations through stories... (Photo: Contributor/Vietnam+)

Tourists are using modern technology to rediscover their roots, to find connections between generations through storytelling, or to recreate photos in a way that is both modern and timeless.

Travel to celebrate personal milestones

Celebratory trips are no longer just about traditional anniversaries like weddings, honeymoons, or baby showers. Today, these milestones are becoming more personal.

71% of Vietnamese travelers said they don't need a special reason to decide on a trip, and 21% are willing to go to a dream destination without waiting for any traditional milestone.

Health and wellness achievements are also becoming a powerful motivator for travel, with 33% of travelers saying they travel to mark a particular health milestone, such as quitting alcohol or changing their body shape. At the core of this personal milestone travel trend is travel for anything that brings joy, honors the self and allows travelers to be themselves freely and fully./.

Celebratory tourism is becoming a trend. (Photo: Contributor/Vietnam+)

Based on analysis drawn from a survey of more than 29,000 travelers in 33 countries and territories including Vietnam, Booking.com has taken advantage of this research to come up with 10 trends that are predicted to contribute to shaping the tourism industry in 2026 .

(Vietnam+)

Source: https://www.vietnamplus.vn/nhung-xu-huong-dac-biet-se-dinh-hinh-trai-nghiem-du-khach-viet-nam-2026-post1082112.vnp