Signal of Rejuvenation for Vietnamese Tourism
During the 7-day Lunar New Year holiday of the Year of the Horse, the National Tourism Administration announced that there were 10.5 million domestic visitors, an increase of nearly 17% compared to the same period in 2023. Notably, about 3.5 million of these were overnight visitors, corresponding to a 75% increase. The average room occupancy rate was estimated at 45-50%.
Mr. Bui Thanh Tu, a representative from Best Price Travel, said that with the long holiday, the total number of domestic and inbound tourists to Vietnam doubled compared to last year during the period from the 28th day of the lunar December to the 5th day of the lunar January. The surge of travelers led to a revenue increase of over 200%.
The number of domestic tourists increased significantly during the Lunar New Year. |
Vietfoot Travel also noted that domestic tourist numbers met expectations during the Lunar New Year holiday. By anticipating the needs of the people, the company offered long-day tours from Ho Chi Minh City to northern provinces for sightseeing. This allowed the company to generate revenue and secure attractive airfare prices by moving against the crowd.
According to travel companies, the improved road system has helped domestic tourism “soar” during the Lunar New Year holiday. Currently, expressways have reduced travel time between Hanoi and Sapa to about 6 hours by car. Travelers only need to drive less than 3 hours from Ho Chi Minh City to Phan Thiet and Vung Tau.
Favorable weather conditions have become a contributing factor to the surging growth of domestic tourism. According to Mr. Bui Thanh Tu, there was a rush of bookings during the holiday. “After celebrating the New Year, the dry and warm weather prompted many travelers to take road trips. Despite the shortage of 4-5 star hotels, tourists are accepting homestays and hotels farther from their destinations,” shared Mr. Tu.
Travelers plan trips for the Lunar New Year due to the sunny and dry weather. |
In addition, Vietnamese travelers tend to seek premium products and destinations such as Japan, South Korea, and Europe. During this Lunar New Year, these countries and regions are experiencing low-season prices. Therefore, a large number of domestic tourists are interested in snow activities, which have never been available in Vietnam.
Growth Opportunities for the Tourism Industry
A surge in domestic and international tourists, as well as revenue, during the Lunar New Year has given the local tourism industry confidence for this year’s goals.
Domestic destinations have made great strides in product innovation. For example, images of Ba Den Mountain in Tay Ninh Province have been widely shared recently, attracting the attention of many young people. The opening of a night market on Phu Quoc Island (Kien Giang Province) has also created a vibrant nightlife atmosphere.
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A sunrise moment on the top of Ba Den Mountain. Photo: Bui Van Hai. |
The incident involving nearly 300 Taiwanese and Chinese tourists being “left stranded” on Phu Quoc Island showed that people working in the tourism industry in Vietnam always have a friendly and supportive attitude. However, to ensure smooth operations, travel companies should be cautious when coordinating with international partners in handling inbound guests, always having proper legal documentation for each individual situation to facilitate dispute resolution.
Nevertheless, experts believe that there are still areas for improvement to enhance the quality of domestic tourism.
Mr. Pham Duy Nghia, Secretary General of the Hanoi Travel Association, stated: “During this year’s Lunar New Year, airfare prices remained high, even though it was known that many people would be traveling back to their hometowns for family reunions.
Immediately after the Lunar New Year holiday, the government requested the Ministry of Public Security and the Ministry of Foreign Affairs to propose a policy of expanding visa exemptions for citizens of certain suitable countries based on new circumstances and bilateral cooperation. Mr. Pham Duy Nghia shared that he hopes the state and government will further relax the list of visa-exempt countries, especially those that are currently developing and growing.
This would stimulate consumer spending and foreign relations. In agreement with this opinion, representatives from many companies said that expanding visa exemptions would attract more international tourists to Vietnam. However, it is also necessary to intensify promotional activities to the international community. Simply waiving visa requirements is not enough to be truly attractive.
Need to expand the “non-sleeping” tourism model. |
There is a growing interest in night tourism, which travel companies are focusing on. For now, most famous tourist destinations in Vietnam have not fully developed this sector. Despite the introduction of new programs such as evening performances at the Temple of Literature and Hoa Lo Prison, these activities still end around 10 pm. To fully stimulate tourist spending, “non-sleeping” areas like Ta Hien Street in Hanoi and Bui Vien Street in Ho Chi Minh City need to be replicated in other locations.
Tran Dinh
