As the country’s middle class continues to expand, so does its appetite for discovering new destinations, providing entry barriers become easier to navigate.
Hanoi continues to reaffirm its status as one of the most beloved destinations for international travelers in the Asia-Pacific region. Photo: The Hanoi Times
Vietnam’s travel landscape is poised for a major shift in 2026, with new data from Agoda’s 2026 Travel Outlook Report highlighting how visa accessibility, value-driven choices and cultural exploration will shape the travel plans of millions of Vietnamese.
According to Agoda’s survey, an overwhelming 91% of Vietnamese respondents say they would travel more frequently if visa restrictions were loosened. This sentiment is reinforced by 58% who would actively seek new destinations should visa barriers be removed. With the Vietnamese passport ranked 89th on Henley’s 2025 index, offering visa-free access to just 50 countries, markets hoping to attract Vietnamese tourism see significant room for growth.
Despite the growing interest in international travel, domestic tourism remains a strong pillar. Half of surveyed travelers say they will prioritize exploring Vietnam in 2026, nearly doubling the figure from the previous year. This rise aligns with another key trend: a continued focus on value. Over 90% of respondents set their accommodation budget at VND2.6 million or US$99 per night or less, reinforcing Vietnam’s reputation as one of Asia’s most price-conscious travel markets. This includes 56% looking for rooms below VND1.300.000 or $49 and 36% looking between VND1.300.000 ($49) and VND2.600.000 ($99) per night.
International travelers explore the Temple of Literature. Photo: The Hanoi Times.
As for travel motivations, relaxation leads the way at 45%, followed closely by cultural exploration (43%) and culinary experiences (35%). These preferences suggest a shift toward meaningful, experience-led journeys rather than simple sightseeing. Vietnamese travelers are also planning longer and more frequent trips, with most opting for four to seven day itineraries and one-third expecting to take four to six trips in 2026.
The survey focused on 3,353 respondents across nine Asian markets, including India, Indonesia, Japan, Malaysia, the Philippines, South Korea, Taiwan, Thailand, and Vietnam, and was conducted in October 2025.
Agoda’s Country Director, Vu Ngoc Lam, emphasizes the central role of simplified visa access in unlocking this demand.
“As Vietnam enters 2026 with renewed enthusiasm for discovery, a clearer picture of the nation’s evolving travel mindset emerges: travelers want easier entry to global destinations, smarter value for their spending, and richer cultural experiences,” he stated.
With these priorities shaping their decisions, the year ahead promises dynamic growth for both domestic and international tourism. For destinations and industry players, the message is unmistakable: reduce barriers, offer meaningful experiences and Vietnam’s travelers will be ready to explore.
By Jenna Duong
