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ENSummer has always been the peak season for Vietnam's tourism industry. However, while previously travellers primarily focused on price and itinerary, summer 2026 is witnessing a clear shift in consumer behaviour. Instead of simple leisure trips, travellers are increasingly seeking deeply experiential, personalised, and emotionally enriching journeys.
The strong recovery of transport infrastructure, inter-regional expressways, domestic flight routes, and the development of digital technology are creating conditions for domestic tourism to enter a new growth phase. In this context, many experts predict that the summer 2026 market will be driven by five prominent trends.
Authentic local experiences take centre stage
No longer interested in "check-in and leave" tours, many tourists now want to immerse themselves in local life and authentically explore indigenous culture. In Ha Giang, tours experiencing the pouring water season in Hoang Su Phi, homestays with Mong and Dao ethnic minorities, or conquering Ma Pi Leng Pass continue to attract a large number of young visitors. In Central Vietnam, Hue is gradually refreshing its tourism products with programmes recreating royal court rituals, the Imperial City night tour, and experiences of Nguyen Dynasty culture. These are in-depth products that help tourists better understand local history and identity.
Meanwhile, the Southwest region is seeing growing interest in tours exploring Cai Rang floating market, farming experiences at Con Son islet, or visiting traditional craft villages. This trend shows that tourists not only want to see destinations but also truly want to become part of the journey.
Green tourism and nature-based retreats continue to grow
Climate change and environmental awareness are strongly influencing tourists' destination choices. Areas with pristine natural landscapes such as Con Dao, Phu Quoc, Cuc Phuong National Park, Pu Luong (Thanh Hoa), Mang Den (Kon Tum), and Ba Be Lake (Bac Kan) are predicted to be highlights this summer. In particular, eco-resorts that use renewable energy, minimise plastic waste, and are involved in nature conservation are attracting increasing interest from families and high-income travellers. This trend not only reflects the demand for relaxation but also demonstrates tourists' responsibility towards the environment and local communities.
Coastal tourism remains the "king" of summer
Despite the emergence of many new types of tourism, the coast remains the top choice for Vietnamese people every summer. In 2026, destinations such as Ha Long Bay, Cat Ba, Quy Nhon, Tuy Hoa, Nha Trang, Phan Thiet, and Phu Quoc continue to be among the most searched-for locations.
Notably, instead of just staying at beachfront hotels, many tourists are choosing premium experiential products such as scenic cruises, marine sports tours, wellness retreats, or day trips exploring bays. In Ha Long, luxury cruise products are increasingly popular due to their ability to combine heritage sightseeing, dining, entertainment, and relaxation in a single journey. This is considered one of the fastest-growing segments this summer.
Slow travel – a trend for those who want to savour
After years of pursuing packed itineraries, more and more tourists are choosing "slow travel". Instead of visiting many places in a short time, they spend several days exploring a single destination, experiencing local life, enjoying local cuisine, and truly savouring their leisure time. Da Lat, Sa Pa, Moc Chau, Mang Den, and Hoi An are becoming typical destinations for this trend. Coffee shops amidst pine forests, mountain-side homestays, and secluded resorts are being chosen by many tourists as a way to rebalance life after work pressure and the urban pace.
Technology and AI are transforming the travel experience
One of the most prominent trends for summer 2026 is the increasing presence of artificial intelligence in the tourism industry. From information search, itinerary design, service booking, to post-trip customer care, AI is helping to personalise experiences to a higher degree.
Smart travel applications can suggest destinations based on individual preferences, budgets, and timeframes. Many travel companies are also deploying AI chatbots to support customers 24/7, reducing consultation time and enhancing service quality.
Summer 2026 market: A competition of experiences
Overall, summer 2026 is no longer a price race but a competition in experience quality. Destinations that know how to leverage indigenous cultural values, develop green tourism, apply technology, and create differentiated products will have more opportunities to attract tourists in an increasingly segmented market. For tourism businesses, this is also a time to restructure products towards personalisation and enhancing experiential value. Because in this new phase, what tourists seek is not just a trip, but memorable moments and truly meaningful experiences. Summer 2026 is therefore expected to be one of the most vibrant tourism seasons for the Vietnamese domestic market, opening up many growth opportunities for localities, businesses, and the entire tourism industry.
