The travel trends that will be popular in 2023.

According to the World Tourism Organization, the number of tourists is projected to reach approximately 1.5-1.6 billion by 2023. Of this total, Southeast Asia is expected to become the world's fourth largest destination for international tourists, attracting 187 million visitors. It is also predicted that tourists traveling for sightseeing, relaxation, and entertainment will account for 54% of the total international tourist arrivals. Among these tourists, the demand for new experiences is particularly strong, with a focus on traditional culture, natural beauty, creativity, and the application of advanced science and technology.

In 2022, the tastes and trends of Vietnamese tourists changed not only in terms of destinations and distances but also in the form of trips. Beyond simply having fun and taking photos, the travel trends chosen this year offered more meaning, experiences, and relaxation. These trends are predicted to continue developing in 2023.

Survival tourism

According to a survey by Booking.com, camping, cooking over a campfire, and using a compass will be the dominant travel trends for the coming year. Never before have experiences without amenities, electricity, and social media isolation been as sought after as in 2023. 44% of travelers said they want to return to basic living conditions and are looking for an amenity-free vacation to escape reality, disconnect, and live with the essentials. While this survival travel trend isn't entirely new, its popularity reflects people's growing concern about facing the harshest conditions. This trend stems from anxiety stemming from a lack of preparedness for the previous COVID-19 pandemic.

More ecotourism tours are expected to meet the needs of city dwellers who lack connection with nature, and accommodations will offer experiences that help visitors better adapt to the natural environment. Survival courses accompanying tourism services are also expected to increase, where visitors will learn the necessary skills to survive in the wild.

Solo travel

The trend of solo travel is predicted to continue growing strongly in the future, not only in Vietnam but worldwide. According to Booking.com data from the recent pandemic, 29% of Vietnamese travelers plan to travel solo in the future (compared to 30% globally). Furthermore, 52% of Vietnamese travelers revealed they don't want to miss the opportunity to travel due to anxieties about the future. This mindset motivates many to choose solo trips to proactively and freely explore new lands with many exciting experiences.

Travel that "takes you outside your comfort zone"

More and more travelers want to experience and immerse themselves in a new culture while traveling. Half of the travelers surveyed said they wanted to experience a completely new "culture shock."

In 2023, instead of enjoying resort amenities, travelers will seek unique, surprising, and exciting vacations. This travel trend has also evolved into unique forms, with 47% of travelers wanting to try the world's most exotic foods, while 38% want to use their vacation to explore ancient heritage sites. Even 28% want to buy a single travel ticket and follow their instincts wherever they go.

Green tourism

Following the pandemic, tourists, especially the younger generation, are more aware of their impact on the environment. Nearly 94% of tourists surveyed by Vietnam Report said they are willing to pay more for tourism services, especially food and beverage services, for an environmentally friendly vacation compared to traditional options. They accept using less polluting modes of transportation such as electric vehicles and bicycles during their vacations, minimize fast food, plastic cups and bottles, and prioritize the use of recycled materials.

Healing tourism

The pressures of lifestyle changes following the Covid-19 pandemic, coupled with climate change, environmental pollution, negative media coverage, and rising disease outbreaks, have led many travelers to expect continued pursuit of healing vacations and experiences in 2023.

Healing tourism, simply put, encompasses activities that combine healthy therapies for the body (spa, yoga, sports, vegan diet, etc.) and the mind (meditation, sound, painting, etc.) during a vacation or trip, aiming to comprehensively support physical, mental, and spiritual health. Currently, health (wellness) and healing products and services in tourism have gradually expanded and diversified since the end of 2021. Many people living in large cities, with a middle-class or higher standard of living, or those in their late millennials or early millennials are willing to spend money to have a truly healing vacation.

Furthermore, the trend of an aging population has led to an increasing focus on quality of life, tourism, leisure, medical treatment, and healthcare, demanding higher quality and greater quantity of services. These needs are becoming more prevalent and are being segmented to meet these demands. Many tourists are expected to seek out wellness vacations and experiences in 2023.

Local exploration tourism

This model benefits all stakeholders. Tourists can have an authentic experience, staying in local homes, avoiding crowded places, and experiencing new and unique aspects of culture, cuisine, and lifestyle by immersing themselves in the lives of the local people. These experiences are designed in collaboration with local communities, helping them generate tourism revenue, and if the activities are properly designed, they will strengthen the cultural heritage of those communities.

A survey by Vietnam Report shows that domestic tourists consider community-based tourism as a way to promote sustainable tourism development: Avoiding peak season helps reduce capacity at tourist destinations (81.5%); Buying local specialties from local people (60.0%); Buying food from local restaurants instead of chain restaurants (53.9%)...

Travel combined with remote work

"Workation," a portmantein of "work" and "vacation," will be the trend in travel combined with remote work for office workers in the coming years.

According to Microsoft's 2021 Workplace Trends Index report, 73% of surveyed workers expressed a desire to maintain flexible remote work arrangements. In Vietnam, a survey conducted by the Tourism Advisory Board (TAB) with over 10,000 participants showed that 90% are willing to travel within the next 10 months. The increased demand for travel and innovative workspaces has fueled a desire among a large segment of office workers to relocate their workplaces away from the office. While previously, work-from-home limited us to working from our homes, now you can work from another city, even another country, as long as there is internet access so you can join meetings on time and meet deadlines.

Yen Nhi