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Visa's 2023 Global Travel Trends (GTI) study provides the latest information on travel behavior, helping travel companies and organizations, as well as travelers themselves, understand changing trends in Vietnamese tourism.
Ms. Dang Tuyet Dung, Director of Visa Vietnam and Laos, emphasized the role of this research in supporting partners in Vietnam and globally to develop strategies that are appropriate for changes in travel habits while still showcasing Vietnam's uniqueness, and furthering Visa's goal of a cashless society.
According to the GTI 2023 study, Generation Z and families with children are the main groups contributing to the boom in domestic tourism in Vietnam. Families with young children and Silver Generation (i.e., over 60 years old) are the groups that travel the most for leisure, averaging 2.4 trips in the past 12 months.
Beyond simply visiting planned destinations, travelers are increasingly focusing on experiential and recreational travel. Key travel motivations include relaxation (68%), consumer shopping (43%), and exploration or trying something new (43%). Traveling to a country is a way to discover culture and experience adventure, so travelers tend to choose personalized travel experiences that immerse them in local customs, traditions, and cuisine.
Sustainable tourism is becoming increasingly popular.
In particular, travelers are increasingly concerned about the environment and sustainability, with a large proportion supporting sustainable travel options. Specifically, 73% of respondents said they were interested or very interested in sustainable travel options, while 50% said they actively sought these options when planning their trips. With the increasing number of travelers seeking eco-friendly options, the tourism industry is witnessing a shift towards greener tourism practices that support local communities and conserve natural resources.
With a growing middle class and rising incomes, Vietnamese consumers are taking more domestic and international trips to seek experiences and connect with others. Vietnamese consumers prefer cashless payments, especially credit and debit cards, to create a convenient travel experience.
The research also shows that travelers expect seamless transactions and optimal security measures, demonstrating the importance of trust in financial transactions when exploring new horizons. Travelers also use e-wallets to make payments, indicating a shift in how people pay in travel.
The majority of respondents (97%) in the GTI 2023 Study indicated they prefer cashless payment options (92% chose credit cards and 87% chose debit cards) for travel, streamlining transactions and enhancing the overall travel experience. 64% reported using e-wallets, suggesting ease of use, security, and widespread acceptance are attracting travelers to this payment method. The popularity of e-wallets signals a shift toward a technology-driven and highly connected payment ecosystem.
The future of Vietnam's tourism industry is promising and sustainable, supported by cashless payments, which help provide convenient and safe experiences for tourists and develop the tourism sector as a whole.
Families with young children and Silver Generation members have traveled an average of 2.4 times in the past 12 months.
73% of those surveyed said they were interested or very interested in sustainable travel options.
One in five people surveyed said that meeting and connecting with friends and family is a motivation for traveling in the next 12 months.
Tourists prefer seamless payment transactions and optimal security measures…
