The "Vietnamese Tourist Demand and Behavior in Summer 2025" report by The Outbox Company, a data analytics and solutions provider for the tourism industry, reveals several shifts in Vietnamese travel behavior this summer.

The most common travel budget remains 2-4 million VND per night, accounting for 32.5%. However, there's a significant change in the mid-range and high-end segments, with the 6-8 million VND budget increasing by 6.1% compared to summer 2024.

Vietnamese tourists still chose Da Nang as their favorite destination in the summer of 2025. Photo: Nguyen Dong

Vietnamese tourists still chose Da Nang as their favorite destination in the summer of 2025. Photo: Nguyen Dong

Dang Manh Phuoc, CEO of The Outbox Company, says this shift reflects the growing middle class, willing to pay for higher quality services and accommodations. Along with increased spending, "relaxation and rest" are the primary purpose of these trips (84.2%), highlighting the desire for rejuvenation and enjoyment.

"This presents an opportunity for hotels, resorts, and high-end service providers to expand their offerings, targeting the high-spending segment with a focus on quality and personalization," Phuoc said.

Looking at the three-year period from 2023 to 2025, post-Covid-19, the most notable difference in summer 2025 is the strong shift towards hybrid travel, combining self-planning with utilizing some services at the destination.

In 2024, Vietnamese tourists primarily opted for fully independent travel or all-inclusive tours. By 2025, "using some tour services at the destination" became the top choice, increasing by 9.3%, while the other two groups declined. This demonstrates a growing desire for a balance between independent exploration and the convenience of pre-arranged services.

"Vietnamese tourists want to decide their itineraries and personalize experiences, but they still leverage local services to save time and effort, especially with the increasing convenience of on-site booking technology. This marks a significant shift from the previously prevalent do-it-yourself trend," Phuoc said.

June remains the peak of summer travel, with 41.9% of tourists choosing this month. Demand gradually decreases through July and August, indicating that early summer, when most children are out of school, is the preferred vacation time. Trips lasting 3-4 nights (42.3%) are ideal for Vietnamese tourists in summer 2025. Short stays (1-2 nights) saw a slight increase of 1.6%. Conversely, trips exceeding 10 nights decreased, suggesting a shift towards shorter, more frequent vacations.

Domestic travel continues to be favored, with 80.4% choosing destinations within Vietnam, a 4.4% increase from the previous year. Da Nang remains the top domestic destination, and Japan is the most popular international choice for Vietnamese tourists.

Linh Huong