Travel enterprises report that Tet tour bookings rose by 18% - 22% year-on-year, with total market revenue estimated to grow by 25% - 30%. Instead of rapid growth, consumption trends are shifting toward depth and quality. Travelers now prioritize cultural experiences, leisure, and personalized itineraries over merely visiting famous destinations.
Domestic tourism remains the primary driver of demand. During the nine-day Tet holiday, Hanoi welcomed an estimated 1.34 million visitors, up 36.3% from 2025. Locations such as Phu Quoc, Da Lat, Nha Trang, Da Nang, Sa Pa, Ha Long, and Ninh Binh maintained strong appeal.
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Moc Chau (Son La) is among the attractive destinations for visitors during the Tet holiday 2026. |
According to the An Giang provincial Department of Tourism, total arrivals during the Tet holiday were estimated at over 1.7 million, an increase of more than 37% year-on-year, including more than 98,000 international visitors (up 28.6%). Average room occupancy reached over 78%, with total tourism revenue estimated at more than VND 2.6 trillion.
Nguyen Tien Dat, General Director of AZA Travel Co., Ltd., noted that his company remained busy serving early-year travelers. The structure of Tet holiday travelers was relatively balanced between domestic and outbound markets. Current domestic tourism trends reflect travelers’ proactive choices in tailoring itineraries to personal needs and suitable timing. Popular products are mainly four- to five-day tours focusing on Northern destinations such as Sa Pa, Ha Long, Ninh Binh, Lao Cai, Son La and Tuyen Quang, while coastal and resort hubs, such as Nha Trang, Phu Quoc and Da Lat continue to show high demand.
According to Nguyen Van Tu, Business Director of Hava Travel’s Hanoi branch, combined routes linking Hanoi - Ninh Binh - Ha Long - Sa Pa over three to five days, priced from VND 3.5 to 5.5 million per person, have attracted significant interest. These products are suitable for international visitors staying in Vietnam, corporate groups, families and friends, particularly for departures on the 26th and 28th days of the last lunar month of 2025 and the 2nd, 4th and 6th days of Tet 2026.
The family of Luc Anh Hong from Hoan Kiem ward, Hanoi, chose Phu Quoc as their Tet destination this year. She shared that the family wanted a complete rest after a year of work, opting to travel instead of staying home. With its pleasant climate and convenient services, the island offered comfort for both children and adults. Most importantly, the family could spend meaningful time together in a new environment, an unforgettable experience at the beginning of the year.
Independent travel and online booking trends surged this year. Many travelers opted for flight-and-hotel combos over traditional packages, prompting agencies to offer flexible itineraries with more exploration time, fewer shopping stops, and added Tet activities like lucky money and traditional cuisine.
Enhanced infrastructure supported peak-season mobility. Airlines added tens of thousands of seats, while the railway sector increased service frequency. These proactive measures effectively eased congestion and smoothed passenger flows.
Enterprises prioritized green tourism, digital integration, and cost-optimization through service linkages. Promotional deals, cashback offers, and telecommunications partnerships further stimulated demand, extending consumption effects post-Tet.
Notably, cultural tourism attracted significant international interest. Local Tet immersion programs combined with eco-tourism are now viewed as a long-term competitive advantage for Vietnam’s national image.
Dr. Nguyen Duc Trong, lecturer at the Faculty of Tourism and Hospitality of the National Economics University, noted that the rebound reflects improved domestic product quality meeting personalized demand. “This signals a more stable and sustainable market development path rather than reliance on sheer volume,” he assessed.
Tet 2026 has provided a vital boost for Vietnam’s tourism. Growth in visitor numbers and adaptive business efforts highlight the sector's potential. On this foundation, Vietnam’s tourism is expected to maintain its momentum, contributing to economic development throughout 2026.
Translated by Chung Anh