Why did Phu Quoc unexpectedly become the top destination search result at the end of the year?

(Dan Tri Newspaper) - The year-end holiday season is entering its most vibrant phase, as Vietnamese people begin planning trips that last from Christmas to New Year's Day.

Phu Quoc leads the trend for the year-end season.

According to the latest data from the online travel platform Agoda, Vietnam is becoming a prominent destination for international family groups during the year-end holiday season.

Based on search volume from September to November for stays in December 2025-January 2026, demand for family travel to Vietnam increased by 30% compared to the same period last year.

Phu Quoc continues to lead the list of most searched destinations by international families, with a 47% increase thanks to its white sandy beaches, clear blue waters, and forest-marine ecosystem and nature parks.

Da Nang ranked second with a 42% increase, notable for its clean beaches, relaxed pace of life, and a range of leisurely exploration activities, in addition to the highlight of Ba Na Hills amusement park. Following closely behind were Nha Trang (Khanh Hoa), Ho Chi Minh City, and Hanoi.

Phu Quoc, with its crystal-clear waters, is a leading destination for domestic tourism at the end of the year (Photo: TT).

Data from the online travel platform Booking.com also shows that Phu Quoc ( An Giang ) is the most popular domestic destination among Vietnamese people for the period December 20, 2025 - January 4, 2026, with an 86% increase compared to the same period last year.

This surge occurred against the backdrop of 83% of Vietnamese tourists tending to take extended weekend trips, while this year's New Year's holiday fell on a weekend. This factor contributed to triggering demand for short-term vacations among young travelers and families.

Booking.com's trend report this year indicates that 69% of Vietnamese travelers prefer domestic travel, mainly choosing familiar destinations that are easy to get to and have stable weather.

Following Phu Quoc, the top destinations are Da Lat (Lam Dong), Ho Chi Minh City and the Vung Tau area within Ho Chi Minh City, Hanoi, Da Nang, and Nha Trang (Khanh Hoa) - reflecting a migration pattern revolving around three main groups: coastal and island areas, highlands, and event cities.

These localities all have packed festival schedules in the last month of the year and the first month of the new year, catering to the mindset of "travel nearby - travel quickly - have many experiences". Phu Quoc, in particular, has favorable weather at the end of the year, pristine beaches, diverse entertainment complexes, and accommodation infrastructure suitable for all generations.

The combination of natural beauty, resort amenities, and accessibility has made the "pearl island" the most sought-after destination this holiday season.

In parallel with the demand from Vietnamese tourists, Booking.com has noted a high level of interest from international visitors in Phu Quoc, Da Nang, Nha Trang, Hoi An (Da Nang), and Sa Pa (Lao Cai). These five destinations reflect the strengths of Vietnam's tourism in the region: "beach, heritage, and mountains."

Cuisine - a new driving force in destination selection.

Regarding international visitors to Vietnam, Agoda notes that South Korea continues to lead, followed by India, Singapore, Australia, and Malaysia. Notably, searches from the Indian market saw the strongest increase, reaching 186%, while Malaysia increased by 74%, demonstrating Vietnam's growing appeal in the family tourism segment in the region.

One noteworthy point is that cuisine is increasingly influencing travel decisions. The online travel platform Traveloka notes that food has become the most important motivator when Southeast Asian travelers choose their destination.

Vietnam stands out among the most attractive destinations, alongside Thailand, Singapore, Hong Kong (China), and Japan, with a significant increase in searches for Ho Chi Minh City, Hanoi, Da Nang, and Nha Trang.

Cuisine is one of the factors influencing tourists' travel decisions (Photo: MK)

According to the World Food Tourism Association (WFTA), 81% of international travelers consider local culinary experiences an essential part of their trip and are willing to allocate 25-35% of their budget to food.

The trend of "destination-linked cuisine," from dine-in cruises and rooftop restaurants to upscale buffets, Japanese and Thai cuisine, and Vietnamese street food, is creating a clear advantage for domestic tourist cities.

Distinctive products such as Hue royal cuisine, regional street food, and Vietnamese buffets are expected to continue to be strong points that will help Vietnam's tourism become more competitive in 2026.

Reporters from Dan Tri newspaper observed at various travel agencies that this year, both domestic and international travel demand has increased compared to last year. At Vietluxtour, by early October, the number of bookings for Tet holiday tours had reached 35-45%, higher than the same period last year. Phu Quoc, Da Nang, and Nha Trang continue to be the three hottest destinations.

Japan is a country that is becoming increasingly popular with Vietnamese tourists (Photo: Thuy Nguyen).

In the international market, Vietnamese tourists search for and book tours most frequently in Japan, South Korea, China, Thailand, and Taiwan (China). European tours, however, maintain a steady pace thanks to the appeal of the Christmas and New Year seasons.

According to a representative from Vietluxtour, this year customers are booking tours 4-6 weeks earlier, prioritizing package tours and especially favoring "short distances - direct flights" itineraries, which means Bangkok, Seoul, and Tokyo continue to hold the top positions.

Mr. Pham Anh Vu - Representative of Viet Travel Agency - also revealed that the fourth quarter is the peak season for Northeast Asian tourism with festivals, while new routes such as India and Nepal are starting to attract Vietnamese tourists in the cultural and spiritual segment.

Source: https://dantri.com.vn/du-lich/vi-sao-phu-quoc-bat-ngo-dan-dau-luot-tim-kiem-diem-du-lich-dip-cuoi-nam-20251205115703391.htm