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

Measured over a full year from May 2023 to April 2024, this report distills the latest insights into Vietnamese travel behavior from more than 1 million discussions by 82,391 social media users, uncovering standout trends and painting a portrait of potential customer segments that travel and tourism brands should target. Let’s explore with Kompa

When it comes to travel, what topics are social media users discussing?

Vietnamese social media users tend to map out a journey with a detailed plan for their trips, from identifying their purpose, choosing a travel type, to determining timing and budget. Specifically:

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

• 24% of discussions revolve around choosing travel types.

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

For Vietnamese people, travel serves many meaningful purposes beyond just a fun trip

Travel is no longer just a hobby but a passion for many individuals, with numerous benefits:

• Stepping out of the comfort zone, experiencing new cultures

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

• Relaxing and resting, enjoying cool weather

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

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

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

• Freedom to change plans, cancel, or explore new destinations.

• Create beautiful experiences

• Flexible travel pace, diverse stopover options, and varied forms of rest and dining

• Relieve stress, build confidence, increase optimism, and challenge oneself with new experiences.

Working or business travel combined with leisure is a prominently discussed topic, but compared to earlier periods, the trend of working from anywhere is currently declining. Instead, it is gradually shifting toward better life balance.

• Using annual leave for trips completely disconnected from work to recharge and renew work inspiration.

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

• A lifestyle-enjoyment trend that prioritizes spending on high-quality short trips.

• Seeking peace, focusing on mental health through “off-the-grid” trips.

Seasonal changes influence users’ destination choices.

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

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

From December 2023 to March 2024, during winter, Sapa—with its thick fog, dreamy and mysterious scenery, and occasional snowfall—was the most loved destination, with nearly 60k mentions on social media. Most destinations chosen for winter holidays are in Northern Vietnam, as this region experiences all four seasons—spring, summer, autumn, and winter—and has Vietnam’s coldest winter, offering travelers a complete winter experience.

Top communities, booking platforms, and airlines favored by Vietnamese travelers

Top 5 Travel Communities

• Check in Vietnam

• Dedicated Travel Reviews

• Da Lat Lovers

• Love Traveling – Love Good Food

• Love Traveling – Love Reviews

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 provides rapid updates on market and social media news, helping the community capture standout trends and distill valuable insights. In addition to media reports, Kompa also provides brand reputation management services, helping protect brand image 24/7 against negative information.