Insights from Cimigo’s Vietnamese travel habits 2025 report.

Vietnam’s domestic tourism landscape highlights travel trends influenced by post-pandemic momentum, increased domestic mobility, and evolving preferences, which have created a travel environment that is more local, more segmented, and more discerning. Cimigo’s Vietnamese travel habits 2025 study paints a detailed portrait of how Vietnamese travellers are choosing, experiencing, and planning travel, and why destinations must now localise, personalise, and differentiate to stay relevant.

Vietnamese travel habits survey:

Data collection: Online survey, January 2025.
Sample size: 955 travellers aged 18–44, nationwide.
Scope: Includes urban and rural travellers across four regions (North, Central, Southeast, Mekong Delta).

Vietnamese traveller segments:

Frequent travellers (5+ trips/year).
Occasional travellers (1–4 trips/year).
Rare travellers (≤1 trip every two years).

The data also compares to Cimigo’s 2019 travel habits study, indicating Vietnam’s travel trends.

Vietnam domestic tourism: Strong, rising, and regionally distinct

Domestic travel dominates the market, reflecting a strong preference in Vietnamese travel habits, with travellers taking an average of $3.59$ domestic trips per year, up from $2.04$ in $2019$ Demand is robust among:

Urban travellers (3.74 trips/year vs. 3.39 for rural).
ABC economic class (higher frequency, longer duration, greater spend).
Frequent travellers, who often opt for curated, longer-stay experiences.

Vietnam domestic tourism regional destination patterns

HCMC based travellers favour Da Lat, Hanoi, and Vung Tau, signalling interest in multi-night highland and beach resort experiences.

Hanoi travellers lean towards Quang Ninh, Da Nang, and HCMC, reflecting a desire for shorter, cultural and coastal getaways.

Southeast and Northern regions show a strong preference for beaches.

Mekong travellers prioritise relaxation and travel more during the year-end and holiday periods.

These distinctions indicate a critical need for geo-targeted marketing and custom regional packages.

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What motivates the Vietnamese traveller?

Across all regions, the top three reasons to travel are:

Relaxation and stress relief.
Cultural exploration and learning.
Bonding with family or partners.

Travel is overwhelmingly social; family and partners dominate as travel companions, while solo travel remains minimal. However, preferences diverge by traveller type:

Experience seekers prioritise exploration, culture, and adventure.
Occasional travellers are more family-oriented.
Young adults (18–24) seek wellness, health, and downtime.
25–34-year-olds prefer social and cultural experiences.

Vietnam destinations: Beaches still rule, but culture and adventure are rising

Beach destinations remain the most preferred (61%), particularly among travellers from the North and Southeast. However:
Higher-income and urban travellers show growing interest in cultural cities and adventure escapes.
Experience seekers opt for more immersive and curated itineraries.
Adventure trips and eco-tourism are trending upward, especially with frequent travellers and the ABC economic class.

For destinations, this signals the opportunity to move beyond “sun and sand” by offering seasonal cultural festivals, nature-based experiences, and curated learning journeys.

Vietnamese travel habits seasonality: Peaks and shoulder seasons

The traditional June peak is spreading out. Travel is now distributed from June to August, with stronger year-end interest than in 2019.

Mekong and Central regions prefer December–February travel.
Urban and younger travellers prefer July.
Frequent travellers are more flexible year-round.

Brands should time promotions accordingly; a single June campaign is insufficient. Broaden summer pushes and add shoulder season packages, especially with loyalty perks and flexible booking.

Vietnam travel habits: Short getaways vs. premium breaks

Trips are typically divided into two lengths:

43% are 1–3 day mini-breaks (especially for occasional travellers).
50% are 4–7 day premium stays (frequent and ABC economic class).

Experience seekers and frequent travellers gravitate toward longer trips, with higher spending. This split creates clear productisation opportunities:

Mini-breaks: Ready-to-book weekend packages, inclusive of transport.
Premium breaks: Resort bundles with concierge services, curated activities, and loyalty upgrades.

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Vietnam travel trends: Unlocking traveller segmentation

Vietnamese travellers are far from a homogeneous group. Cimigo segments them into distinct lifestyle and behavioural cohorts, each with unique motivations, spending power, and travel expectations. Two high-potential segments stand out:

Experience seekers: This segment values cultural immersion, social interaction, and discovery. They are likelier to travel with friends, opt for adventure or cultural destinations, and favour longer trips (4–7 days).

A typical experience seeker might be a 30-year-old Hanoi-based sales professional planning a motorbike loop through the Central Highlands, staying in boutique eco-resorts and booking curated local tours online.

To capture this segment, brands should offer immersive itineraries, group experiences, and flexible DIY tools for self-organised travel.

Health-conscious travellers: These travellers prioritise wellness, safety, and hygiene. They are younger (ages 18–24), often travel with family or partners, and choose relaxation-focused breaks.

A health-conscious traveller might be a 23-year-old first jobber booking a 3-day wellness escape to Da Lat with spa treatments, vegetarian dining, and yoga add-ons. For this audience, focus on wellness-first packages, explicit hygiene assurances, and soft perks like cancellation flexibility.

Understanding these segments is key for destinations that aim to build tailored packages and targeted campaigns that speak to emotional needs, not just price or location.

Vietnam domestic tourism: Transport matters, and is highly regional

Preferred transport options vary significantly:

Planes dominate for urban and high-income travellers.
Motorcycles are popular in the Southeast (31%).
Buses and rideshares are commonly used by rural and DEF economic class travellers.
Frequent travellers use a mix of air and road, depending on the destination.

For resort and destination marketers, this highlights the importance of bundling transport, especially air and bus, to reduce friction and increase bookings.

Vietnam travel expenditure: Budget vs. premium segments

The average per-person spend is 9.69 million VND, higher in:

Mekong and Southeast regions.
Urban travellers.
ABC economic class and frequent travellers.

Vietnam travel expenditure breakdown:

Accommodation and F&B top the list.
Frequent travellers place more value on shopping and experiences.
Transport takes up a larger portion for lower-income groups.

To drive conversion, brands should:

Offer tiered packages by spend level.
Include clear cost breakdowns in listings.
Introduce pay-later options for price-sensitive segments.

Vietnam domestic tourism decision drivers

The primary decision drivers when choosing a destination are:

Safety and cleanliness.
Relaxation and stress relief.
Cultural and exploration opportunities.

Notably, wellness and reassurance, especially post-pandemic, are growing in significance. Health-conscious, rural, and frequent travellers particularly seek wellness assurances and hygiene visibility.

Main travel barriers include:

Time constraints (77%)
Financial constraints (65%)
Secondary issues include health and safety concerns (22%) and visa challenges (9%).

Cost and time concerns are more acute among DEF economic class, rural, and occasional travellers. Travel brands must simplify offerings and reduce friction for these segments.

Vietnam travel trends: Coastal shifts and an international reawakening

Future domestic trips still dominate (95%+), but key shifts are emerging:

Hanoi travellers are shifting from the North to the Central Coast (Da Nang, Hue)
HCMC travellers are moving toward beach resorts (Nha Trang) and highland stays (Da Lat)
Urban and ABC economic class travellers show higher intent for international short-haul travel.

Vietnam International travel trends

International demand is resurging, especially among urban and ABC economic class travellers. Thailand, Japan, and Korea remain top-of-mind.

Thailand (10%).
Japan (10%).
Korea (7%).

These destinations present immediate opportunities for simple, bundled, visa-supported international packages.

Vietnam travel trends: What’s next for tourism?

Travellers are increasingly interested in:

Cultural immersion (especially Mekong, ages 35–44, and experience seekers).
Eco and sustainable travel.
Healing and wellness tourism.

These themes point to the growing demand for meaningful, values-driven travel. Brands and destinations that embrace these shifts will win hearts and wallets.

Recommendations for Vietnam destination marketers

1. Localise destination marketing

Target by city of origin (e.g., Da Lat for HCMC, Da Nang for Hanoi), and match product to traveller intent (short vs. premium stays).

2. Segment by lifestyle and travel frequency

Design packages for:

Families: flexible, bundled, kid-friendly.
Couples: romantic, premium.
Friends: adventure, social.
Frequent travellers: loyalty perks, concierge service.

3. Time campaigns with greater precision

Run wider summer campaigns (June–August) and support shoulder and off-peak periods with loyalty rewards and flexible dates.

4. Bundle transport to reduce friction

Respond to regional transport norms, incorporate air, bus, and rideshare options into destination packages.

5. Elevate the product for premium segments

Frequent and high-income travellers want more than a hotel; they seek curated activities, premium experiences, and soft perks to drive an upsell.

6. Activate emerging trends

Create themed experiences around wellness, culture, and eco-tourism, particularly for high-value audience segments.

7. Promote short-haul international escapes

Target ABC economic class and urban segments with all-in-one bundles to Thailand, Japan, and Korea.

Vietnamese travellers are no longer passive tourists but experience seekers, wellness hunters, and family-first adventurers. To succeed in 2025 and beyond, destination marketers must adapt with greater precision, empathy, and innovation. The travel demand is there; what’s needed now is innovative packaging and compelling storytelling to capture it.

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