Vietnamese Travelers Opt for Domestic Destinations in 2026, Agoda Reports

Comprehensive Summarization:

The article highlights a significant trend in Vietnamese travel behavior as the country prepares for Tet, the Lunar New Year. Digital travel platform Agoda has observed a surge in domestic travel interest among Vietnamese travelers during the Tet holiday period compared to the previous year. This increase is primarily driven by domestic travel, which rose by 22%, while outbound trips saw a more modest increase of 7%. The trend reflects a growing preference among Vietnamese travelers to explore destinations within their own country during the national holiday. This shift is indicative of broader travel industry dynamics, where domestic tourism often experiences a resurgence during major holidays, potentially offering new opportunities for travel startups and fintech innovations in the sector.

Key Points:

1. Vietnamese travelers are showing a higher inclination towards domestic travel during the Tet holiday compared to the previous year, with a 22% increase in domestic travel interest.
2. Outbound travel interest also increased by 7%, indicating a broader but less pronounced shift towards international travel.
3. Agoda’s data from searches made between October and November 2025 for check-ins between February 14-22, 2026, supports these findings, showing a clear preference for domestic travel during Tet.
4. The trend underscores the importance of domestic tourism in the Vietnamese travel market, especially during major holidays.

Actionable Takeaways:

• Target Domestic Travel Marketing: Travel companies and platforms should focus their marketing efforts on promoting domestic travel destinations and experiences during Tet. This could include creating targeted campaigns that highlight unique domestic attractions, cultural events, and travel packages that cater to the preferences of Vietnamese travelers.

• Leverage Digital Platforms for Domestic Travel: Given the rise in digital searches for domestic travel during Tet, travel companies should optimize their online presence and digital marketing strategies to capture this growing market. This includes enhancing user experience on platforms like Agoda, offering seamless booking processes, and providing comprehensive information about domestic travel options.

• Explore Domestic Travel Bundles: There is an opportunity for travel startups and fintech companies to innovate by offering bundled travel packages that include domestic travel, accommodation, and local experiences. This could include partnerships with local businesses to offer exclusive deals, thereby enhancing the value proposition for travelers and driving higher engagement.

Contextual Insights:

The article’s context is deeply rooted in the current travel trends within Vietnam, particularly the resurgence of domestic tourism during major holidays. This trend is not isolated but part of a larger global pattern where travelers increasingly prioritize domestic destinations during peak holiday periods. The data from Agoda’s searches underscores the importance of understanding and leveraging such trends to meet the evolving needs of travelers. Furthermore, the article highlights the role of digital platforms in facilitating travel planning and booking, emphasizing the need for travel companies to invest in robust digital infrastructure and user-friendly interfaces. As the travel industry continues to evolve, staying attuned to such trends and adapting strategies accordingly will be crucial for sustained growth and success.

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