Russian travelers are actively seeking stable, welcoming, alternative destinations equipped with high-quality tourism infrastructure across Asia, said Ms. Nguyen Thu, Business Development Director of Yandex Ads in Vietnam.
“Vietnam in general and Da Nang in particular have scored major wins thanks to their diverse resort ecosystems, a seamless blend of natural landscapes, premium hospitality services, and a calendar of world-class events,” Ms. Thu told VnEconomy in a recent exclusive interview.
According to her, online search demand for specialized accommodation categories has surged dramatically: SPA resorts leaped 534%, boutique hotels jumped 839%, and art hotels surged 854% during the October–December 2025 period compared to the same period in 2024.
These numbers indicate that travelers are no longer looking merely for standard holidays, but increasingly gravitate toward immersive, highly personalized experiences, said Ms. Thu, adding that that shift represents a major opportunity for upscale resorts in Da Nang that can showcase specialized wellness amenities and distinctive art-inspired spaces.
Ms. Thu noted that Vietnam posted the most impressive tourism growth rate in Asia at +163% year-on-year in 2025, far outperforming regional peers including Malaysia (+66%), Japan (+65%), and China (+63%).
In terms of overall regional search share, China currently accounts for 31%, Thailand captures 29%, and Vietnam follows closely behind at 21%. When evaluating hotel-specific search queries alone, however, Vietnam leaped to the forefront of the region with an explosive 371% surge, compared to just 2% growth for Thailand when comparing the fourth quarter of 2025 to the same period in 2024.
Official statistics from the National Statistics Office and the Vietnam National Authority of Tourism show that international arrivals to Vietnam from Russia and CIS countries reached 1,478,040 through August 2026. The figure exceeds annual totals from any pre-pandemic year, with the Russian market alone crossing the one-million milestone.
To differentiate its market positioning, Da Nang needs to capitalize on its high-spending visitor base. Data from December 2025 revealed that roughly 48% of these travelers belonged to the middle-income segment, while high-income and affluent tiers comprised nearly 50%. These proportions confirm Vietnam's standing as a leading destination for high-spending Russian travelers in Southeast Asia, significantly outperforming the broader regional average of 38%.
To sustain this momentum and achieve further breakthroughs in 2027, Ms. Thu outlined three strategic priorities:
Deploying real-time behavioral data targeting: Rather than running broad-brush advertising, tourism promotion boards and hospitality operators should precisely analyze the typical "40-day planning window" of Russian travelers to deliver tailored messaging and promotions exactly when they are actively comparing accommodations (hotels, SPA resorts, and boutique properties).
Personalizing experiences for families and high spenders: Crafting marketing campaigns tailored to key demographic cores—notably women aged 35–54 and families traveling with children or teenagers—while emphasizing all-inclusive luxury packages, family-friendly entertainment, and yachting experiences.
Optimizing local digital signals and mapping services: Ensuring hospitality providers, culinary venues, and attractions appear prominently and consistently across search engines and digital maps, enabling international travelers to seamlessly build personalized self-guided itineraries upon arriving in Da Nang.
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