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Immediately after the Lunar New Year holiday ended, the Vietnamese tourism market quickly entered a new phase, with the focus on the Hung Kings Commemoration Day and the April 30th - May 1st holidays. This year, the divergence in consumer behavior and global geopolitical shifts are creating a different landscape for the peak travel season.
The "compensatory Tet holiday" strategy and the record-breaking extended holiday.
One of the standout features of this year's holiday season is the close overlap between two major holidays. With only a few days' gap, many travelers, especially office workers and young families, have proactively planned to take extra time off to extend their trips to 8 or 9 days. This is considered a "second Lunar New Year" opportunity for those who have already spent the entire Lunar New Year holiday on family reunions.
The tourism market for the Hung Kings Commemoration Day and April 30th holidays in 2026 is witnessing a record surge in early bookings, with tourists proactively planning 4-8 weeks in advance to take advantage of the holiday, which can last up to 9 days.
Reports from major travel agencies in both the North and South of Vietnam indicate a strong increase in customer interest and early bookings starting in February. Depending on the segment and destination, the percentage of customers inquiring about tours early increased by 15% to 40% compared to the same period last year. Bookings were also pushed forward by 3 to 4 weeks, reflecting the proactive mindset of travelers in securing good prices and services during peak season, which often sees a shortage of airline tickets and hotel rooms.
The clear divergence in behavior between groups of tourists who prefer short-term domestic vacations and young families who choose to travel abroad for "postponing Tet holidays" is creating a vibrant landscape for the travel industry.
This year's market has seen a clear stratification in destination choices. Traditional travelers, including families with young children or those with limited time, still prioritize short domestic trips of 4 to 5 hours by plane. Prime destinations like Phu Quoc, Nha Trang, Da Nang, Hoi An, and Phu Yen continue to play a leading role thanks to their scenic coastal landscapes and well-developed resort infrastructure.
In the out-of-province segment, Southeast Asian tours to destinations like Thailand, Singapore, Malaysia, and Bali maintain their strong appeal thanks to simple procedures and flexible costs, ranging from around 13 million VND. Notably, overland tours to China, with competitive prices starting from 4 million VND, are becoming an attractive option for travelers with moderate budgets.
For longer journeys to Europe or the US, travelers typically need to prepare 2 to 4 months in advance to complete visa procedures. However, geopolitical tensions in the Middle East have forced travel agencies to flexibly adjust flight schedules. To alleviate concerns about safety and connecting flights, many agencies have redirected transit points to airports in Asia or Europe, or prioritized direct flights from Vietnam.
Tourists tend to choose overseas tours to enjoy this holiday.
Despite a positive recovery in market demand, the tourism industry still faces a challenging issue regarding domestic airfares. The high airfares during peak hours are creating significant pressure, potentially driving tourists away from domestic destinations in favor of international markets offering comparable costs but more novel experiences.
In response to fluctuations in domestic airfares and the global geopolitical situation, businesses are flexibly diversifying their products and flight schedules to meet the increasing market demand.
In response, travel businesses are focusing on diversifying airline partners and encouraging travelers to book services early (about 4-6 weeks before the holiday) to optimize costs. The current trend is not just about traveling far, but also about focusing on in-depth experiences, combining luxury resorts with exploring local cultural values and cuisine.
