Gen Z taking over Vietnam’s tourism scene with experiential adventures
About 65-70% of these trendsetters are booking getaways spanning two days and one night to five days and four nights, which combine thrill-seeking with chill time.
Visitors to Sun World Ba Na Hills in Da Nang (Photo: baodautu.vn)
Hanoi (VNA) 🦄- As experiences become a benchmark of lifestyle value, younger travellers, especially Generation Z, are redrawing Vietnam’s tourism map with highly personalised journeys of exploration.
Gen Z shapes new taste for experiential tourism
Travel agents reported a growing preference among young tourists for extended, flexible itineraries packed with custom adventures. About 65-70% of these trendsetters are booking getaways spanning two days and one night to five days and four nights, which combine thrill-seeking with chill time.
This shift is putting hidden gems like Pu Luong in Thanh Hoa, Ly Son in Quang Ngai, Ta Xua in Son La, and Tra Su cajuput forest in An Giang on the must-visit list. These spots are jumping on trends like cultural retreats, philanthropic travel, village bike tours, homestays, glamping, and “workations” for digital nomads. Over the past two years, young travellers, making up nearly 70% of visitors to these locales, have fueled a surge in experiential tourism.
Data from the National Statistics Office showed that tourism service exports hit 7.62 billion USD in the first half, or 51.5% of Vietnam’s total services exports. With this strong momentum, tourism continues to solidify its role as a pillar of the services economy.
Big cities like Hanoi, Ho Chi Minh City, Da Nang, and Khanh Hoa are cashing in, with weekend hotel occupancy soaring past 70%, crushing last year’s numbers. The pull of major events, from the Da Nang International Fireworks Festival 2025 to the 50th anniversary of national reunification and Hanoi’s street festivals, lured millions of local and foreign tourists.
Experiential tourism sparks sustainable development
JobsGO recruitment platform reported a 139.5% annual surge in tourism-related hiring in the first half, far outpacing the broader labour market’s 40.1% growth.
Hanoi’s tourism job postings exploded by 474.5%, a record high, while Ho Chi Minh City saw a 125.7% spike. This hiring frenzy signals not just recovery but an expansion of the services ecosystem, encompassing tourism infrastructure, logistics, and entertainment.
Huntinng for clouds in Ta Xua, Son La (Photo: VNA)
Prof. Dao Manh Hung, Chairman of the Vietnam Tourism Education Association (VITEA) and President of Imperial International Hotel College, noted that nearly 78% of tourism job applicants are from Gen Z, far above the 59.6% average across the labour market. With their global outlook, tech skills and adaptability, these young workers are reshaping Vietnam’s tourism workforce.
Yet, sustaining this momentum demands strategic foresight. The National Tourism Advisory Council stated that fostering regional linkages to create distinctive offerings is crucial, as young travellers crave originality. Accelerating digital transformation and social media engagement will shape the perception of destinations, while investing in youth training will hone soft skills, foreign languages, technology, and service management.These steps, experts argued, are essential for Vietnam’s tourism industry not only to thrive but to assert its competitive edge in the regional market./.
Up to 99% of Vietnamese consumers express excitement about AI, 86% are familiar with the technology, and 99% want to use AI in their future travel plans, according to the Global AI Sentiment Report by Booking.com.
Under the theme “New Da Nang – New Experience,” the programme focuses on diversifying tourism products, enhancing visitor experiences, and applying digital transformation across the service chain, featuring five special programmes and two notable digital solutions.
From September 16, visitors are allowed to access three designated routes including Tien Sa – Suoi Om – Ban Co Peak; Ban Co Peak – Bai Bac; and Bai Bac – Heritage Banyan Tree, during certain time frames.
Forbes Italia recently spotlighted Phu Quoc in an article named “Southern Vietnam in 10 Luxury Experiences: From Skyscrapers to Beaches and Legends”, praising it as a destination that blends unspoiled nature, upscale hospitality, and a tranquil seaside lifestyle.
A highlight of the event will be the B2B networking session “Buyers Meet Sellers”, held throughout the two days to connect travel agencies, hotels, restaurants, and service providers.
Renowned for its unspoiled beauty — from pristine white-sand beaches to a refreshing climate and dozens of picturesque islets — much of the island’s potential had remained untapped.
Since 2011, the title “Vietnam Tourism Ambassador” has been conferred on several distinguished figures, each of whom has played a part in carrying the country’s image onto the global stage.
The operation of the cultural train, Metro Line 2A, and bus routes not only eases traffic congestion but also opens new opportunities to explore Hanoi in a modern, eco-friendly way.
The initiative seeks to foster linkages between tourism products across different regions while preserving and showcasing ethnic cultural identities. It also aims to enhance Lam Dong’s tourism brand in both domestic and international markets, contributing to sustainable socio-economic development.
As part of the programme, around 250 international guests enjoyed destination and culinary experiences across the city from September 4 to 8, creating memorable impressions of the southern hub.
The event offers visitors a vivid “miniature journey” through Vietnam’s diverse regions. Inside halls H5, H6, and H7, every booth is a dazzling deep dive into a locality’s culture, history, and economic potential.
The National Day holiday highlighted Vietnam’s growing appeal as a safe and adaptable destination, laying a positive foundation for the year’s final months.
The four-day holiday, which began from August 30, not only brought huge revenues to the tourism sector but also boosted domestic consumption, with strong demand for dining, shopping, and travel.
A series of major trade and tourism connectivity events opened on September 4 at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City, featuring Vietnam International Sourcing (VIS) 2025, the Ho Chi Minh City Export Forum, and the International Travel Expo Ho Chi Minh City (ITE HCMC) 2025.
As the host of the grand parade celebrating the 80th anniversary of National Day and the Exhibition on national achievements, Hanoi welcomed more than 2.08 million visitors during the holiday, triple the figure from the same period in 2024.
The 12th Tourism Promotion Organisation for Global Cities (TPO) General Assembly, which is taking place in HCM City, encourages environmentally friendly solutions, climate-conscious practices, and the preservation of cultural and natural heritage.
Hanoi received around 2.08 million visitors during the four-day National Day holidays from August 30 to September 2, three times higher than the figure in the same period last year, the municipal Department of Tourism reported.
Vietnam’s national tourism strategy to 2030 identifies golf tourism as a priority to enhance competitiveness. With natural advantages, growing infrastructure, and cross-sector cooperation, Vietnam is poised for a breakthrough. Long-term success, however, depends on diversified products and top-tier experiences that secure Vietnam’s place on the global golf map.
This year, demand for historical, heritage, and experiential tourism in Tuyen Quang province is expected to rise among both domestic and international travellers. Travel companies have responded by developing new tours and routes to serve visitors.
Phu Quoc special zone in the Mekong Delta province of An Giang is cementing its position as a prime destination for visitors in Vietnam and the world, expecting to welcome more than 7 million tourist arrivals this year.
