Tran Xuan Hung of Viking Travel highlighted a trend towards customized, high-quality travel experiences among tourists in Vietnam, with increasing demand for adventure tourism and unique itineraries. However, rising costs and geopolitical tensions are impacting travel decisions. Tourism businesses anticipate a demand surge as summer holidays commence, supported by promotional efforts.
Tran Xuan Hung, Chief Executive of Viking Travel, noted that many travelers are prioritizing customized journeys and higher-quality experiences, while inbound tourism to Vietnam is also gaining momentum during the summer season.
According to Hung, some Vietnamese tourists are willing to spend more than VND1 billion (approximately US$38,000) on long-haul and highly specialized trips. He cited a 62-day caravan tour scheduled for mid-June that will take travelers by car through multiple countries, including Cambodia, Thailand, Laos, China, Turkey, Austria, and France.
Domestic group tours organized by companies and hospitals also remain active, with many itineraries accommodating between 80 and 200 participants and combining road travel with diverse experiential activities.
Adventure tourism is emerging as a particularly strong trend. Trekking, mountain climbing, forest exploration, and sports tourism are gaining popularity, especially in Vietnam’s northeastern and northwestern regions as well as the Mekong Delta.
New tourism products introduced to the market include helicopter and cruise experiences in Ho Chi Minh City, expeditions to Son Doong Cave, trekking routes across Ta Nang – Phan Dung, and cloud-hunting tours in destinations such as Ta Xua, Lao Than, and Fansipan.
Hung added that Vietnam is also expected to welcome increasing numbers of international visitors this summer, particularly from Indonesia, New Zealand, and France. Many Southeast Asian travelers are showing strong interest in nightlife, café culture, and social media-friendly destinations.
Rising costs reshape travel behavior
At the same time, travel companies say the market is becoming more polarized as families and younger travelers increasingly organize independent trips to manage costs and maintain flexibility.
Nguyen Truong Lan, Director of NewDiscovery Travel, said domestic group tours arranged through agencies are typically priced between VND3 million and VND5 million per person, with beach destinations and cooler highland areas remaining especially attractive during the hot season.
However, rising operational costs, particularly airfares and fuel prices, are placing pressure on travel demand. Lan noted that some customers are postponing or reconsidering trips due to higher expenses.
Corporate, school, and labor union tour groups have also declined significantly this year, as more workers opt to receive financial support directly and arrange private family holidays instead.
International travel demand is similarly being affected by geopolitical tensions, rising fuel costs, and concerns surrounding global health developments. Disruptions to certain Middle Eastern flight routes have also contributed to higher airfare and package prices.
According to Lan, Thailand tour packages now commonly exceed VND10 million per person, compared with around VND5-7 million in previous years, largely due to rising airfares.
Despite current challenges, tourism businesses expect demand to strengthen from mid-June onward, following the end of school entrance examinations and the start of summer holidays.
Ho Chi Minh City’s tourism department said it will continue promotional campaigns throughout the season while expanding tourism cooperation with southeastern and Mekong Delta provinces to develop more short-stay and weekend travel products.
Across Vietnam, localities are also launching cultural festivals and tourism stimulus programs in an effort to attract both domestic and international visitors during the peak summer travel period.
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