Vietnamese tourists are becoming increasingly cautious: Avoiding crowded places, going to cool places.

On May 19, 2026, Booking.com – one of the world's leading online travel platforms – officially released its 11th annual Sustainable Tourism Report. Based on survey results from 32,500 travelers in 35 markets, including Vietnam, the study shows that Vietnamese travelers are making more conscious decisions about where and when to go.

AVOID OVERCROWDED AREAS

Specifically, 40% of Vietnamese tourists said they plan to avoid overcrowded tourist destinations, while 35% intend to travel outside of peak season. Among those who choose quieter destinations, 55% of Vietnamese tourists expressed a desire not to contribute to overtourism, and 63% of those planning to travel outside of peak season want to reduce pressure on destinations.

These data show that Vietnamese tourists are increasingly aware of the impact of tourism on local communities and the natural environment.

This is evidenced by the fact that 96% of Vietnamese tourists of all ages affirm that sustainable tourism is an important or very important goal. All age groups demonstrate clear awareness and intention in pursuing a sustainable lifestyle, and engage in practical behaviors that reflect the values ​​they believe in.

Specifically, the majority of travelers belonging to Generation X (91%), Millennials (94%), and Generation Z (88%) indicated they want to travel more sustainably in the next 12 months. And this is not just awareness, but has translated into practical action.

Many Gen X, Millennials, and Gen Z have indicated they are willing to engage in activities such as recycling and limiting the use of single-use plastics to reduce overall waste while traveling, with 49-53% agreeing.

They also stated that they would prioritize shopping at local stores and independent businesses during their trip, with 35-40% agreeing.

Accommodations that have received sustainability certifications are becoming increasingly popular among travelers, while nearly half of Vietnamese travelers in each age group said they intend to reduce energy consumption while traveling, such as turning off air conditioning and lights when not in the room.

Vietnamese tourists are also demonstrating greater responsibility towards local communities. 37% of Gen X tourists, 42% of Millennials, and 47% of Gen Z tourists reported having participated in tours or activities that involved learning about and interacting with local people and indigenous cultures.

A significant number of travelers have participated in activities or tours that contribute to environmental health protection and the conservation of local ecosystems and wildlife, with 34% for Gen X, 38% for Millennials, and 40% for Gen Z. They also prioritize locally sourced and seasonal foods when traveling, and increasingly adopt small but helpful actions such as using personal water bottles during their trips.

WEATHER WORRIES

While awareness of sustainable tourism is gradually spreading, Vietnamese tourists also share a common concern that is directly reshaping how people of all ages choose their travel destinations and timing: extreme weather.

Specifically, 82% of Vietnamese travelers stated that they always consider the risks of extreme weather when choosing both their destination and departure time. 81% affirmed that they proactively avoid destinations known for harsh weather, 73% felt stressed by weather factors when booking a trip, and 71% said that unpredictable weather made it difficult for them to decide when to travel.

Notably, 58% of Vietnamese tourists surveyed said they had canceled or changed their travel plans in the past 12 months due to extreme weather or natural disasters (such as high temperatures, storms, wildfires, floods, etc.), and 77% removed destinations from their wish lists after receiving information about extreme weather or natural disasters in those places.

More than half of those surveyed (52%) shared that some destinations had become too hot to visit at their desired times. Therefore, a third (31%) of those surveyed said they would look for destinations with cooler temperatures.

* Gen Z (18–28 years old), Millennials (29–44 years old), Gen X (45–60 years old), and Boomers (over 61 years old).