In 2023, Vietnam welcomed more than 108 million domestic visitors, indicating a 5.8% growth, along with 12.6 million international visitors, which is 3.4 times higher than the number recorded in 2022. For 2024, the target for international arrivals is to reach 17-18 million, with 110 million domestic arrivals, marking a return to pre-pandemic levels.
According to Cốc Cốc search engine data, there has been a noticeable surge in domestic flight searches during the Lunar New Year (January-February) and summer (May-August). The demand for international flights, on the other hand, peaks in early (February-March) and late (October-November) year.
Domestic tourism remains popular
Based on the survey results, over 50% of respondents travel at least once a year. However, the data for 2024 suggests that Vietnamese people are becoming more frequent travelers, with the percentage of those traveling three or more times a year reaching 22.4%, the highest it has been in the past three years.
The survey also found that Vietnamese are becoming more organized in their vacation planning. Over 60% of respondents for 2024 indicated having a clear plan for their travel dates compared to only 44% in 2022. Specifically, for domestic travel, nearly half of the respondents stated they plan their trips less than a week in advance. In contrast, 25% said they need more than two months to prepare for overseas travel.
Although domestic tourism is still the preferred choice, there has been a significant increase in interest in international destinations compared to previous years, climbing from 14.1% to 21.5%. As per Cốc Cốc user data, Da Nang, Da Lat, and Hanoi are the top three domestic destinations.
Da Lat, known as the “little Paris”, has remained in the top three for three consecutive years. Meanwhile, Hanoi has jumped up the ranks, moving from seventh place in previous years to a more prominent position this year.
Internationally, South Korea, Japan, and the US are the most sought-after destinations, with a particular focus on Asian destinations.
Regarding Destinations: The two primary trends that attract the most interest are destinations with established services followed by exploring natural landscapes, with roughly equal percentages. Beach vacations have consistently ranked as the top choice for three consecutive years, with nearly 40% of respondents preferring them.
Regarding Types: Sightseeing, exploring, and nature-based tourism are the most popular choices, accounting for ~50% of preferences.
Regarding Selection Criteria: Safety is the most important consideration for travelers, followed by weather and climate. Over 40% of women consider reviews and feedback from previous visitors, while only 23% of men give this factor much weight. The younger demographic (under 25) also places a higher value on this criterion.
Regarding Transportation: Airplanes and coaches/tourist cars are the most popular options. Air travel is preferred for extended or international trips, while coaches/minivans are primarily used for shorter excursions.
Younger Generation Spends More on Travel
The survey also revealed that users enjoy additional services like dining and shopping. Women are more active than men in pursuing these activities, with higher percentages opting for culinary exploration, historical and cultural immersion, and shopping. Additionally, when analyzed by age, the 18-24 age group expressed more enthusiasm for all activities compared to older groups.
The preference for longer vacations has increased consistently over the years, with nearly half of respondents in 2024 planning trips of five days and four nights or more. In contrast to 2022 when shorter trips dominated, this trend has reversed in 2024. Notably, the percentage of respondents taking day trips has dropped from a quarter to a mere 1/10.
Consequently, the average spending range for most users is between 2-5 million VND per trip. Young people, particularly those aged 25-34, are more likely to spend more, with ~70% spending 5 million or more per trip, while the 35-44 age group typically spends less. For those aged 45+, travel expenses return to the common budget range of 2 million to under 10 million VND.
Almost 70% of respondents indicated a preference for independent travel, while a small minority opted for organized tours through agencies. The primary reason behind this shift is the freedom and flexibility that self-guided travel offers. On the other hand, those who choose guided tours prioritize safety and time-saving.
