Vietnamese Travel Trends 2024

**Marketers and Brand Managers in the Travel & Tourism industry cannot miss this report

Measured continuously over one year from May 2023 to April 2024, this report summarizes the latest insights into Vietnamese travel trends from over 1 million discussions by 82,391 social media users, exploring prominent trends and sketching the portrait of potential customer segments that travel brands need to target. Let's explore with Kompa

When mentioning travel, what topics do social media users discuss?

Social media users in Vietnam tend to map out a journey with detailed plans for their trips, from defining the purpose and choosing the type of travel to determining the timing and budget. Specifically:

• Travel purpose is the leading topic, accounting for 27% of total discussions.

• 24% of discussions revolve around choosing the type of travel.

• 10% of discussions mention the issue of bringing work along while traveling.

For Vietnamese people, travel serves many more meaningful purposes than just a leisure trip

Travel is no longer just a hobby but a passion for many individuals, bringing various benefits:

• Stepping out of the comfort zone and experiencing new cultures

• Creating beautiful memories, meeting new people, and enjoying new culinary cultures.

• Relaxation and rest, enjoying the cool atmosphere

• Finding space for oneself, balancing work and life, and helping oneself stay healthy and happy

“Backpacking” and “working from anywhere” are prominent topics regarding types of travel mentioned

Backpacking is the best way to discover the unknown, prepare your own itinerary, and have the freedom to go or stop at any point along the way without following a pre-arranged schedule.

• Freedom to change itineraries, cancel, or explore new locations.

• Creating beautiful experiences

• Flexible movement speed, diverse stopping points, and various accommodation and dining options

• Relieving stress, developing confidence, increasing optimism, and challenging oneself with new experiences.

Working or combining business trips with travel is a prominent topic of discussion, but compared to previous periods, the trend of working from anywhere is currently declining. Instead, there is a gradual shift toward a better work-life balance.

• Taking annual leave for trips completely disconnected from work to recharge energy and find new work inspiration.

• Focusing on wellness, emphasizing emotional balance, and enjoying diverse experiential activities.

• A lifestyle trend of enjoying life, prioritizing spending on high-quality short-term trips.

• Seeking peace and focusing on mental health with “off-the-grid” travel.

Seasonal changes affect users' destination choices.

Whether in winter or summer, Vietnamese people tend to seek cool places to enjoy their trips. In summer, beaches account for the majority of discussions. In winter, famous tourist destinations in Northern Vietnam are the preferred choice.

Statistics on domestic destinations mentioned most frequently on social media during the two peak months of the 2023 summer travel season (July and August) show that Da Lat was the top destination mentioned with 74,396 posts and discussions. Besides Da Lat, popular destinations are mainly coastal areas such as Da Nang, Phu Quoc, Vung Tau, Phan Thiet – Mui Ne, etc., or areas with cool climates like Sapa.

During the winter season from December 2023 to March 2024, Sapa—with its thick fog, misty and mysterious landscapes, and occasional snowfall—was the most loved destination with nearly 60k mentions on social media. Most destinations chosen for winter holidays are located in the Northern region, as it experiences all four seasons (Spring, Summer, Autumn, Winter) and has the coldest winter in Vietnam, offering a complete winter experience for travelers.

Top groups, booking platforms, and airlines preferred by Vietnamese people when traveling

Top 5 Travel Groups

• Check in Vietnam

• Review du lịch có tâm

• Ghiền Đà Lạt

• Yêu Du Lịch – Thích Ăn Ngon

• Yêu Du Lịch – Thích Review

Top Booking Platforms

• Traveloka

• Booking.com

• Agoda

• Trivago

• Goibibo

• Mygo

• Atadi

Top 5 Airlines 

• Vietjet Air

• Vietnam Airlines

• Bamboo Airways

• Air Asia

• EVA Air

Kompa.ai quickly updates market and social media news, helping the community grasp prominent trends and summarize valuable insights. In addition to media reports, Kompa also provides brand reputation management services, helping to protect brand image 24/7 against negative information.