According to Agoda, technology will become a key driver of tourism behavior, and Vietnamese travelers are turning to technology to get the best deals and to plan their trips. Using fintech solutions and AI, travelers can find the best flights, accommodation, and activities, all in one place. A persistent trend gaining popularity is where travelers book flights well in advance and accommodation for extended periods to save money.

Sustainability is also clearly on the public’s mind, with many aware of environmental measures being taken in their home market as well as abroad. The tourism sector is taking steps towards becoming more eco-friendly, and travelers are increasingly aware of this. They are looking for ways to minimize their ecological footprint while making a positive impact on the places they visit. Travelers and hoteliers are both demanding more eco-friendly options.

Vietnam is making strides towards sustainability, but there is still some work to be done, Agoda noted. The company supports sustainable travel and environmental conservation through several programs and CSR activities, including special promotions on Agoda.com and on its app, tree-planting activities, and beach clean-ups.

Family travel is also a trend driving Vietnam’s travel industry. Agoda’s Family Travel Survey 2022 revealed that a significant number of Vietnamese travelers (four out of five) are keen on planning family holidays this year, either with immediate or extended family members. Family-focused travel experiences and accommodation are in high demand as families seek memorable and enjoyable trips together.

Agoda’s CEO Omri Morgenshtern said that while South Korea is the largest market for inbound tourists to Thailand, more South Koreans are also traveling to Japan and Vietnam. He attributed this to many South Korean factories being opened in Vietnam in the past two decades, establishing a community of expatriates who spread the word about Vietnam back home.

“The more you can attract investment, business, and people, the more you can drive tourism over time,” said Mr. Morgenshtern, noting that this is just one of the possible factors behind the growth of Vietnam’s tourism sector, joining visa relaxations and increased flights.

Vietnam is on its way to establishing itself as one of the leading tourist destinations in the world. Agoda found that its tourism sector is growing faster than Thailand’s, a country that has long been famous worldwide for its well-developed tourism.

According to Agoda data, in addition to South Korea, other major source markets for Vietnam include India, Thailand, Japan, and the US. Ho Chi Minh City, Da Nang, Hanoi, Nha Trang, and Hoi An are the five most popular destinations in the country for inbound travelers.

Vietnam welcomed over 5.57 million foreign tourists in the first half of 2023; 9.3-fold higher than in the same period last year, according to the Vietnam National Administration of Tourism. In June alone, it welcomed over 975,000 international visitors, an increase of 6.4 per cent against May.