Vietnamese travel trends in 2024

In 2024, Vietnamese travelers tended to use social media to find travel information, prioritized experiences over cost, and preferred spontaneous travel over package tours.

Klook's January 2024 report revealed the results of its Travel Pulse survey on travel trends in the Asia Pacific region for 2024. The survey, conducted in November 2023, involved 2,600 respondents across 13 markets: Hong Kong, Taiwan, Singapore, Malaysia, the Philippines, Thailand, Vietnam, South Korea, Japan, Australia, mainland China, India, and Indonesia.

Surveys indicate that social media is a major factor influencing travelers' travel decisions. 96% of travelers in the Asia-Pacific region reported using social media platforms to find information, plan, and share their travel experiences.

Vietnamese travel trends in 2024 — **Tourists enjoy sightseeing along the Saigon River on a double-decker river bus, December 2023.** Photo: Bich Phuong

Vietnamese travelers lead the region in using Facebook (95%) and TikTok (83%) as platforms for inspiring travel. 91% of Vietnamese travelers book travel services based on recommendations and reviews from content creators on social media. Of these, 63% of Vietnamese people access travel information through video format due to its strong visual appeal.

This trend increased by approximately 18% compared to 2023. A survey conducted in July 2023 showed that about 73% of Vietnamese people use social media to plan their trips.

Although the credibility of online travel recommendations is increasing, KOLs (Key Opinion Leaders) or popular travel content creators on social media receive less trust from Vietnamese travelers. A Travel Pulse survey indicates that 61% of Vietnamese travelers trust non-famous content creators.

Mr. Nguyen Huy Hoang, CEO of Klook Vietnam, explains that this trend stems from the behavior of using social media to post images and travel information to preserve memorable moments. This information is more authentic and shared than paid celebrity reviews. Experiences shared on social media influence the travel decisions of other tourists.

Furthermore, the survey also revealed that Asia-Pacific travelers tend to prioritize experiences over cost, and are willing to increase their budgets to maximize their travel experiences in 2024. Three out of five respondents were willing to spend at least 30% to 50% more on their vacation budget, compared to the estimated average travel spending of $2,000 per person in 2023. The Travel Pulse survey in July 2023 indicated that one in three travelers in the Asia-Pacific region were willing to spend more than $2,000 on travel.

In particular, Vietnamese travelers are investing more in experiences, with 17% willing to spend more than half of their travel budget on experiential activities. Klook representatives consider this one of the highest figures in the region.

Vietnamese people also lead the region in terms of demand for family travel. Three out of five travelers surveyed prioritize bonding with their loved ones on trips.

Mr. Nguyen Huy Hoang believes this travel trend is a reflection of the post-pandemic world , where the isolation and digitalization that flourished during the pandemic have now made people crave connection more than ever before.

"Travel has become an essential means of expressing love, giving individuals the opportunity to connect authentically with themselves, with others, and with the world around them," Mr. Hoang said.

The survey also revealed that in 2024, Vietnamese travelers are the most enthusiastic tourists in the region. 90% of Vietnamese travelers said they have planned and booked trips for the period from now until the second half of the year. The Vietnamese market also has the highest tendency towards spontaneous travel in the region, with half of respondents typically booking experiences and activities only after arriving or while already at their destination, rather than booking all-inclusive tours.

According to vnexpress.net

Source