Hoang Lan, from Ninh Binh, spent nearly 60 million VND on a customized package tour for her family of 5, spanning three generations, to Fenghuang Ancient Town and Zhangjiajie, China, for the National Day holiday. As first-time international travelers, her family was advised by the travel agency to choose a popular destination for easier visa procedures, with an average cost of less than 13 million VND per person.

"This cost is comparable to a domestic beach resort vacation, so traveling abroad offers a more novel experience," Lan said.

The outbound tourism market for Vietnamese travelers has seen growth in the under-20-million-VND tour segment for the 4-day holiday. Surveys of several travel agencies in Hanoi and Ho Chi Minh City show that destinations in Southeast and East Asia such as Thailand, Singapore, Malaysia, and China are attracting tourists due to simple visa procedures, short tour durations of 4-6 days, and reasonable costs.

Vietnamese tourists take photos at Katong-Joo Chiat, Singapore's first heritage town. Photo: *Singapore Tourism Board*

In addition to increased tourist numbers, the international travel market for the National Day holiday has also seen a shift in destinations. Data from travel agencies shows that China is competing with Thailand in terms of visitor numbers.

According to Vietluxtour, outbound tourists have increased by 25-30% compared to last year, with popular tours priced between 8 and 15 million VND attracting many middle-class travelers. Vietravel and Du Lich Viet also reported growth in tourist numbers from 10% to 30%. A Vietravel representative said that bookings for Thailand tours during this period decreased by about 30%, while tours to China have rebounded. Tours to Zhangjiajie, Fenghuang Ancient Town, Beijing, Shanghai, Suzhou, and Lijiang are attracting Vietnamese tourists.

Tuan Minh, from Ho Chi Minh City, chose Taiwan over Thailand for the National Day holiday due to safety concerns.

"Thailand still holds appeal due to its familiarity with Vietnamese tourists and ever-improving services. If security issues are addressed, this market can regain its leading position," said Phan Huynh Phuong Hoang, Deputy General Director of Vietravel.

Travel agencies note that popular itineraries for Vietnamese tourists during the holiday include Thailand tours (Bangkok - Pattaya) under 10 million VND; Singapore - Malaysia 5-day tours, priced around 12.9 million VND, without visa requirements, and with direct flights, suitable for first-time international travelers. Taiwan tours for 4-5 days are priced from 13 to 17 million VND, covering destinations like Taipei, Kaohsiung, and Hualien. China tours to Lijiang, Jiuzhaigou, and Zhangjiajie, priced from 14 to 20 million VND, are suitable for nature lovers and those interested in cultural exploration. South Korea remains at 18-20 million VND for 5-6 day tours.

Another market trend is the decline in group outbound tours, as observed by WonderTour International Travel Joint Stock Company. Instead, private group tours with personalized services are increasingly preferred, up about 3% compared to the same period.

Tran Thi Bao Thu, Director of Marketing and Communications at Vietluxtour, said that international tours most booked by tourists for this year's holiday are in the 15-20 million VND price range. The popularity of Thailand tours has decreased compared to last year. "The market share is being distributed to destinations like China, Taiwan, and South Korea."

Le Minh Cong, Head of Partner Relations and Development at WonderTour, noted that while the Thailand market is showing signs of stagnation, it remains a popular destination for Vietnamese tourists during the holiday. This market has about 3-5 popular tour routes, notably with the advantage of competitive airfares, with flight tours around 7-8 million VND.

According to Cong, the China tour market has grown significantly during the National Day holiday thanks to a diverse tour system, rich landscapes, and reasonable costs. WonderTour operates 28 different China tour routes, both by road and by air, reaching many customer segments.

"The cost of a flight tour to China is usually from 13 million VND and up, 5-7 million VND higher than the price of a flight tour to Thailand," Cong said.

Vietnamese tourists check in at Tian Hu Miao Village, Guizhou, China, in April. Photo: *Onthemars*

Pham Anh Vu, Deputy General Director of Du Lich Viet, said that Vietnamese tourists prioritize short tours of 4-6 days with easy or visa-free procedures, suitable for short holidays and average budgets. About 40% of outbound tourists are families or groups of young people, with a demand for combined sightseeing, shopping, and deals for children.

Tourists typically book international tours for the National Day holiday from July to August, 2-4 weeks earlier than other holidays. Closer to the holiday, bookings slightly increase for visa-free tours and additional flights. Popular booking channels include directly at the company, official websites, online travel agencies (OTAs), and agents, with customers prioritizing price transparency, clear services, and the convenience of online booking.

"Factors influencing tour booking decisions are price (40%), company brand (30%), itinerary (20%), and visa procedures (10%)," Vu said.

Mai Phuong