Tourism is expected to continue to grow.

Forms of tourism related to nature and cultural and spiritual heritage remain popular, indicating that the trend of short-term stays combined with exploratory experiences is leading the market in the first months of 2026.

Since the end of February, the spiritual and ecotourism destinations of northern Vietnam, the Central Highlands and the Central Coast have regularly welcomed visitors. The demand for pilgrimages, participation in spring festivals and short stays with family has increased significantly. Although the shortage of rooms observed during Tet (Lunar New Year) is no longer relevant, weekend accommodation occupancy rates remain high.

According to travel agencies, the number of customers booking 2-3 day excursions after Tet has increased sharply, mainly among young people and families, who favor flexible itineraries and short durations.

According to Mr. Nguyen Tien Dat, vice-president of the Hanoi Tourism Association, the period after Tet (Lunar New Year) represents the real peak season for spiritual tourism. It is at this time that tourists favor visiting temples and picturesque sites at the start of the year, in order to complete their spring itinerary, rather than focusing on the Early festivities. Destinations such as Ninh Binh and Bai Dinh Pagoda Complex, Trang An and Hoa Lu continue to attract many visitors. In Hanoi, the Huong Pagoda remains an emblematic place of pilgrimage thanks to increasingly well-organized activities.

Not only in the Nile Delta, but also in spiritual places like Cai Bau Pagoda (Quang Ninh) and Tay Thien scenic spot, the number of visitors remained stable. Improved transport infrastructure and the development of cable cars have reduced travel times and increased accessibility, particularly for families and the elderly.

Alongside spiritual tourism, the demand for wilderness experiences continues to grow, reflecting a trend to seek open, intimate spaces, imbued with local authenticity. Mountainous regions such as Moc Chau, Sa Pa, Ha Giang and Tuyen Quang attract tourists with their unique spring scenery. Activities like cloud chasing ​​at Ta Xua and Y Ty, coupled with sharing on social media, are gaining popularity among young travelers.

In the resort sector, visitors are increasingly turning to warmer coastal destinations in the South, such as Phu Quoc and Vung Tau, suited to the cooler climate in the North. Flexible and affordable vacation packages remain a major asset, especially for families.

Not only the domestic market, but also outbound tourism (travel abroad) is experiencing a recovery. China remains a destination of choice thanks to its proximity, its accessibility and the diversity of its tourist offer. Furthermore, Northeast Asian markets, such as Taiwan (China), South Korea and Japan, retain their appeal during the flower season. More distant destinations such as Australia, Europe and the United States are gradually recovering, targeting tourists with high purchasing power and those looking for extended stays.

It should be noted that, since the COVID-19 pandemic, travel behaviors are evolving towards greater flexibility and increased personalization. While previously organized trips in large groups favored small groups or self-organized trips, the trend is now towards trips in small groups or self-organized stays. The “free and flexible” model is growing in popularity, allowing travelers to design their own itineraries while optimizing their costs and experiences.

Faced with this evolution, companies in the tourism sector are accelerating the restructuring of their products in order to offer greater flexibility. National tourist circuits to the islands of Ha Long, Nha Trang and Phu Quoc, priced between 2 and 5 million VND, now constitute the main offer. At the same time, online sales channels have developed, thus shortening the process of searching for information, booking and paying. Collaboration between companies is also increasing in order to guarantee a constant flow of customers, optimize costs and reduce operational risks in an ever more intense competitive context.

According to Mr. Pham Van Bay, Deputy Director of Vietravel Hanoi, after Tet (Lunar New Year), demand is concentrated on three major segments: travel during the flower season in Northeast Asia, travel during major holidays such as the commemoration of the Hùng kings and the period from April 30 to May 1, and travel summer starting at the start of the season. Flower season travel to Japan and South Korea saw occupancy rates of 60-70% for departures from late March to April, reflecting a clear trend toward early bookings. Consumer behavior has also significantly differentiated: travel requiring a visa is typically booked 1-2 months in advance, while domestic travel and travel to Asian destinations have seen a sharp increase closer to the departure date. This development allows the market to maintain a stable occupancy rate and avoid the situation of high customer concentration observed previously.

In the high-end segment, Mr. Nguyen Quoc Duy, Sales Director of Paradise Vietnam, said the trend of “local luxury” is gaining increasing importance, with tourists seeking not only destinations, but also cultural experiences, fine gastronomy and greater privacy. Cruises in Ha Long Bay posted high occupancy rates in March and April, reflecting a marked increase in demand for premium products.

After Early 2026, Vietnamese tourism will retain its appeal while moving towards greater stability and sustainability. Thanks to the positive growth in the number of domestic and international tourists recorded since the start of the year and the sustained demand for spring travel, the tourism market is expected to continue its growth momentum this year.