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Tours are all fully booked.
According to Vietravel, holidays in the second quarter, especially the April 30th - May 1st holiday, are always a period when the market enters a high growth phase. This year, the tour occupancy rate at this company has reached over 65% quite early, with air tours, family tours, and nearby overseas tours recording faster booking rates.
Ms. Nguyen Nguyet Van Khanh, Director of Marketing and Communications at Vietravel, stated that customer consumption behavior is changing significantly: "Tourists are not only concerned about price, but are paying more attention to the quality of the trip, the appropriate length of stay, and the overall value of the experience."
Meanwhile, according to information from Vietnam Tourism, the total number of tour bookings for this year's holiday season has increased by approximately 15% compared to the same period in 2025. The surge in demand has resulted in many tours being almost 95% booked, forcing businesses to launch new products, including a charter flight to Taitung (Taiwan) departing on April 29th.
The tourism market for the April 30th - May 1st holiday in 2026 is experiencing peak demand, with tour occupancy rates exceeding 65% even before the holiday.
Regarding prices, the market also recorded a widespread upward trend. Airfares during the holiday period increased by an average of about 20% due to fuel surcharge adjustments from international airlines. Hotel room prices in coastal destinations such as Phu Quoc, Nha Trang, Da Nang, and Vung Tau increased by 10-30%, while Hanoi and Ho Chi Minh City saw increases of around 20-30%.
Domestic tour prices have also increased by about 10-15% compared to last year; however, early bookings can still enjoy discounts of 5-10%. Popular destinations continue to include Phu Quoc, Da Nang, Nha Trang, Da Lat, Ha Long, the Mekong Delta, and the Northeast; while the outbound market focuses on Thailand, Singapore, China, South Korea, and Japan.
According to reports, the occupancy rate for this year's April 30th - May 1st holiday reached a record high as early as the end of the first quarter.
Both international and domestic flight routes continue to experience booming demand.
Fuel prices, especially gasoline and diesel, are becoming one of the input factors directly impacting tour prices during this year's holiday season. According to travel businesses, the adjustment of fuel surcharges by airlines from March 2026 has led to an increase of about 20% in airfares, thereby significantly raising the cost of package tours. Not only air travel, but also road transportation costs such as tourist buses and high-speed trains are facing similar pressure as fuel prices remain high, forcing service providers to adjust their prices.
From a business perspective, increasing tour prices in the context of high demand is unavoidable, but the challenge is to balance it so as not to reduce purchasing power. Therefore, many travel companies choose to optimize itineraries, shorten travel time, or increase the value of accompanying services instead of drastically raising prices. This also helps explain why, even though tour prices have increased by 10-15% compared to the previous year, demand has not decreased but has even increased, showing that tourists are willing to pay if they feel the cost is commensurate with the experience received.
Tourists are traveling smarter, and businesses are competing on quality.
Not only has the number of tourists increased, but this year's holiday tourism market also shows a clear shift in consumer behavior. According to Vietravel, tourism is no longer simply a seasonal vacation but is moving towards a trend of selective holiday enjoyment, prioritizing peace of mind, quality, and personalization.
Due to overwhelming demand, many travel agencies recommend that tourists book their services before April 20th.
Specifically, for short holidays, travelers prioritize convenient itineraries that save travel time and are suitable for family trips. Meanwhile, for longer holidays like April 30th - May 1st, travelers tend to opt for 3-5 day tours or nearby overseas tours with more in-depth experiences.
To meet this trend, Vietravel stated that it has proactively adjusted its products into three main groups: flexible short-day tours, convenient family tours, and international tours with optimized itineraries. The company has also strengthened preparations regarding transportation, accommodation, and tour guides to ensure service quality during the peak season.
From a business perspective, representatives from Vietnam Tourism believe that the current market is no longer a price war but has shifted to competition based on organizational capacity and quality of experience. However, the pressure of overcrowding remains a significant concern.
The outbound tourism market is experiencing faster-than-expected booking rates, forcing many travel agencies to launch new charter routes to meet demand.
"Traffic congestion, accommodation shortages, and overcrowding at destinations can directly impact the tourist experience," a business representative stated, adding a warning about weather conditions as the early rainy and stormy season could affect beach tours.
In response, businesses have proactively expanded cooperation with transportation companies and hotels, increased operational staff, improved service quality control, and developed contingency plans. At the same time, many businesses recommend that tourists book tours before April 20th, choose packages with insurance, and opt for flexible cancellation policies to minimize risks.
At the local level, experts suggest that solutions are needed to regulate visitor numbers, such as allocating visiting hours, developing public transportation, and strengthening price and service quality controls to limit overcrowding during peak seasons.
Overall, this year's April 30th - May 1st holiday travel season not only reflects a strong recovery in travel demand but also shows a change in how tourists choose their itineraries. With experience being prioritized, this is also a time for travel businesses to demonstrate their capabilities through actual quality rather than just competing on price.
