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Tourists tend to travel in small groups of 3-5 people, mostly staying for 5-7 nights. Photo: Linh Huynh . |
International travel demand is surging in many key markets across Asia and Europe. A report by the HCMC Global Traveler Barometer data analytics system shows that Southeast Asian travelers lead in readiness to travel abroad (outbound) in the next six months, with a rate of 94.3%.
Northeast Asian markets also showed high interest, with 83.8% of South Korean and 83.3% of Chinese tourists indicating their intention to travel abroad. In the West, demand was equally strong, with 78% of Western European and 74.8% of North American tourists ready for an upcoming trip.
Among international destinations, Northeast Asia continues to lead the choice of global travelers, followed by Southeast Asia and several destinations in the Asia- Pacific region.
Vietnam currently ranks second among the most popular destinations for South Korean tourists, demonstrating the enduring appeal of this market. In the first 11 months of the year, 3.9 million South Korean tourists visited Vietnam, ranking second among the top 10 source markets, accounting for 20.6%.
How are international tourists spending their money?
The report shows that 73.7% of international tourists choose independent travel. The main purpose of the trip is leisure (67.5%), followed by visiting relatives (13.4%) and business (10.4%). Specifically, the groups of tourists from South Korea, Southeast Asia, and China have a significantly higher percentage of leisure travel – 78.8%, 78.5%, and 72.5%, respectively.
| AVERAGE SPENDING PER NIGHT FOR TOURISTS | |||||||
| Source: HCMC Global Traveler Barometer | |||||||
| Label | Under $200 | 201-400 USD | 401-600 USD | 601-800 USD | 801-1,000 USD | Over $1,000 | |
| % | 26.3 | June 30 | 17.1 | 8.9 | 6.7 | 10.4 | |
The average length of stay for an international trip is 5-7 nights. However, tourists from Western Europe (9.2 nights), North America (8.1 nights), and Australia (10.9 nights) tend to stay longer. International travelers mainly travel in small groups of 3-5 people (44.3%) or as couples (32.6%). Solo travelers account for 16.8%.
International tourists spend the majority of their budget (excluding airfare) on accommodation (22.4%), entertainment and experiences (21.5%). Of these, 4-5 star hotels are the most popular type of accommodation, accounting for 45.8%.
To find information for a trip, travelers often rely on recommendations from family and friends (47.2%). Meanwhile, travel review websites (45%) and social media platforms (44.5%) also play an important role in trip planning.
| MAIN CRITERIA WHEN TOURISTS CHOOSE INTERNATIONAL DESTINATIONS | ||||
| Source: HCMC Global Traveler Barometer | ||||
| Label | Safety and security | Costs (accommodation, food , and transportation) | Weather | |
| % | 42.6 | 39.1 | 38.5 | |
Tourist images of Ho Chi Minh City
Over the years, Ho Chi Minh City has built a positive image, becoming an attractive destination thanks to its rich cultural and historical identity, distinctive cuisine, friendly people, favorable weather, and especially its safe tourism environment.
International tourists appreciate the familiarity of the city, focusing on three groups of experiences: architecture and landscape (3/5), cuisine (2.9/5), and other tourist activities (2.9/5).
Social media continues to play a leading role in spreading the image of destinations, accounting for 52.2% of the influence. Travel review sites account for 46.4%, while recommendations from family and friends reach 44%.
Furthermore, introductions from OTAs (digital travel platforms, such as Agoda, Booking.com...), online streaming services (such as Netflix), and travel information websites also contributed to bringing tourists to Ho Chi Minh City, with attention rates reaching 42.6%, 42.2%, and 41.3% respectively.
Finally, printed travel guides account for 41.1%, destination websites 40.9%, newspapers 37.9%, and billboards 33.7% of the effectiveness of communication with tourists.
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Architecture, landscapes, cuisine (2.9/5), and tourist activities are what international visitors look for when coming to Ho Chi Minh City. Photo: Linh Huynh. |
In the first 11 months of the year, Ho Chi Minh City is estimated to have welcomed 37.28 million visitors, including 7.37 million international visitors, equivalent to 73.79% of the 2025 target, continuing to lead the country in inbound tourism. Tourism revenue reached VND 233,566 billion , corresponding to 80.5% of the plan.
December 2025 and January 2026 are expected to mark the peak season for international tourists, as global travel demand surges and Ho Chi Minh City continues to be seen as Vietnam's dynamic tourism gateway.
Source: https://znews.vn/tai-sao-du-khach-biet-den-tphcm-post1609768.html
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