In its Readers’ Choice Awards, the magazine named Phu Quoc as one of the standout representatives of Asia.

Condé Nast Traveler notes that Phu Quoc’s appeal lies in its pristine white-sand beaches, such as Sao Beach and Truong Beach, complemented by some of the most highly-regarded coral reefs in the region.

Beyond marine activities, the magazine suggests that travelers explore the island’s interior. Recommendations include taking the cross-sea cable car or visiting pepper plantations spanning over 360 hectares to learn about the cultivation and harvesting of the island’s signature agricultural product. From Ho Chi Minh City, visitors can reach Phu Quoc in just a one-hour flight.

Julia, a Russian tourist, visiting Phu Quoc for the first time in December 2025.

This is not the first time Phu Quoc has received accolades from international media. In recent years, the island has consistently appeared in rankings and destination lists by various international travel magazines, thanks to its stunning coastal landscapes, high-end resort infrastructure, and increasingly diverse tourism experiences. Covering 574 square kilometers, Phu Quoc is Vietnam’s largest island. Previously, data published by the travel platform Traveloka identified Phu Quoc and Da Nang as the two most searched-for lodging destinations in Vietnam during this year’s summer season.

The island’s appeal is reflected in its strong visitor growth. According to the Kien Giang Department of Tourism, the Phu Quoc Special Zone welcomed nearly 5.8 million visitors in the first six months of the year, an increase of over 30% compared to the same period last year. Of this, international arrivals reached 1.3 million—a 50.3% increase—meeting 65.7% of the annual target.

This influx of tourists has significantly boosted tourism revenue. Total tourism earnings for Phu Quoc in the first half of the year are estimated at 31.507 trillion VND, an increase of 46% compared to the same period, achieving 69.2% of the annual plan.

Experts attribute Phu Quoc’s growth to several factors: visa-free policies for international visitors, improving transportation infrastructure, and the emergence of large-scale tourism, resort, and entertainment complexes. These developments have successfully extended average stays and increased overall visitor spending.

Thanks to the diversity of its tourism offerings, Phu Quoc is increasingly attracting international visitors, particularly from South Korea, Taiwan, Kazakhstan, Mongolia, India, and various Southeast Asian nations.

In the first half of the year, the park welcomed 587,401 visitors, a 14% increase compared to the same period last year. This figure includes 469,342 domestic tourists and 118,059 international travelers.

UNESCO emphasizes that the value of Phong Nha-Ke Bang extends far beyond its reputation as a famous tourist destination. The park comprises a limestone mountain system formed approximately 400 million years ago, a massive network of caves and underground rivers, and communities that have lived alongside the forests, rivers, and historical trade routes of the Truong Son range for generations.

Inside Son Doong Cave, the world’s largest, located in the core zone of Phong Nha-Ke Bang National Park, Thuong Trach Commune, Quang Tri Province. Photo: Linh Huynh/Vietnam.vn 

1. A Limestone Landscape 400 Million Years in the Making

While famous for its spectacular cave systems, one of the core values that helped Phong Nha-Ke Bang earn UNESCO recognition is its geological history.

This limestone mountain system formed during the Paleozoic era, about 400 million years ago. Geologists consider it one of the oldest and largest limestone massifs in Asia.

Over hundreds of millions of years, rainwater and underground rivers eroded the limestone, carving out a vast network of caves, sinkholes, valleys, and subterranean rivers. To date, Phong Nha-Ke Bang hosts over 447 caves. Phong Nha, Thien Duong, En, and Son Doong are prominent highlights in this vast system. Here, mountains, forests, and water combine to create one of Asia’s most iconic karst landscapes. In recent years, scientists continue to discover many new caves in the area.

Hang Bi Ky, located about 1,200 meters from the cave entrance, is known as the “main sanctuary” of Phong Nha Cave. (Photo: Quynh Danh)

2. A Region with Multiple UNESCO Accolades

Phong Nha-Ke Bang is not only famous for its cave systems; it is also one of the locations in Vietnam with the most UNESCO milestones.

In 2003, UNESCO recognized the park as a World Natural Heritage site based on its geological and geomorphological values. In 2015, the organization expanded the profile to include values related to ecological processes, biology, and habitats essential for biodiversity conservation.

In 2025, the heritage site expanded to include the Hin Nam No National Park (Laos), becoming the first transboundary World Natural Heritage site in Southeast Asia.

By 2026, Phong Nha-Ke Bang earned its title as a World Biosphere Reserve. This new international title emphasizes the goal of balancing nature conservation, scientific research, environmental education, and sustainable development with the active participation of the local community.

Tourists travel by boat along the Chay River on a journey to explore Dark Cave, part of the Phong Nha-Ke Bang system. (Photo: Quynh Danh)

3. Harmonious Coexistence of Nature and Community

Unlike the World Natural Heritage title, which focuses strictly on natural values, the World Biosphere Reserve designation places humans at the heart of conservation. Spanning over 515,830 hectares—including core, buffer, and transition zones—Phong Nha-Ke Bang is home to over 159,000 residents.

Life here remains deeply tied to the forests, the Son and Gianh rivers, mountain-fringe villages, community-based tourism, and cultural values cultivated over centuries. The region features a rich intersection of Vietnamese, Cham, and Bru-Van Kieu cultures.

UNESCO recognizes this new World Biosphere Reserve as a space for sustainable development. It acts as a model where nature conservation moves hand-in-hand with the preservation of culture, indigenous knowledge, and the livelihoods of local communities.

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This figure not only reflects the pull of a famous music group but also shows that Hanoi is gradually benefiting from the wave of “music tourism.” Following the effect BlackPink created in Hanoi in 2024, Vietnam is appearing more frequently on the map of destinations that international and regional fans care about when major artists choose to organize concerts.

A notable point is that the value of a concert now extends beyond ticket revenue. Each major event typically brings a significant increase in demand for accommodation, transportation, dining, shopping, and sightseeing. For many, seeing their idol perform is only part of the trip, while experiences at the destination are what make them stay longer and spend more.

This trend is not limited to the domestic market. Traveloka’s data also shows that Vietnamese people are willing to travel abroad just to attend major shows. When BTS brought their “Arirang World Tour” to Bangkok, searches from Vietnam to Thailand increased nearly eightfold compared to normal. A week later, the shows in Kuala Lumpur caused searches from Vietnam to Malaysia to rise about fourfold.

Similarly, The Weeknd’s “After Hours Til Dawn” tour in Singapore and Bangkok helped increase searches from Vietnam to these two destinations nearly fourfold. Post Malone’s “Big Ass World Tour” and My Chemical Romance’s “Long Live The Black Parade” also recorded similar growth trends. This shows that for a segment of travelers, a concert has become the starting point of a journey, rather than just an incidental activity during a trip.

In fact, many countries in the region have effectively utilized this model. Singapore is a prime example, having hosted Taylor Swift’s exclusive Southeast Asian concert series in 2024. During the time the female singer performed at the 55,000-seat National Stadium, the number of visitors flocking to the island nation surged, with many flights fully booked and hotels reaching capacity. Tourists did not just come to watch the performance; they also spent time shopping, enjoying the local cuisine, and experiencing the nightlife economy.

That success has led many destinations in the region to view concerts as a tool to stimulate tourism. Hong Kong (China) is openly studying the Singapore model to attract international artists, while Thailand also considers music events a way to increase tourist numbers and sponsorship sources.

Vietnam is also gradually feeling the positive effects of this trend. Two nights of BlackPink’s “Born Pink World Tour” in Hanoi on July 29 and 30, 2023, attracted approximately 60,000 to 67,000 spectators, bringing in ticket revenue of about 335 billion VND, becoming the highest-grossing music event in Vietnam in 2023. The vibrant atmosphere at that time also spilled over into hotels, airlines, and dining services around the venue.

According to a 2025 survey by Paradise Vietnam, 85% of international guests attending concerts in Vietnam stated that music was the main reason for their trip, with an average spending of about 1,200 USD per person. Meanwhile, Booking.com’s Travel Trends 2025 report recorded that 62% of Vietnamese travelers traveled in 2024 to attend a music event, and 38% considered this an important factor when choosing a destination.

Beyond international stars, the domestic market is forming a group of audiences willing to travel between provinces to follow programs like “Anh trai say hi,” “Anh trai vượt ngàn chông gai,” or concerts by My Tam and Ha Anh Tuan. What was once considered a characteristic of the K-pop fan community has now become a new consumption habit for many Vietnamese audiences.

From a long-term perspective, these changes align with global trends. According to Grand View Research, the global music tourism market is forecast to reach a scale of more than 330 billion USD by 2033, with a compound annual growth rate (CAGR) of 15.8% for the 2026–2033 period. The driving force comes from Millennials and Gen Z—groups that prioritize personalized experiences and cultural connections over traditional sightseeing tours.

The effect of the Big Bang concert in Hanoi therefore shows that Vietnam has an additional advantage to attract a new wave of travelers. When music events have enough power to increase travel searches by many times, concerts are gradually becoming a notable growth driver for the tourism industry.

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Fortune highlights Vietnam’s tourism boom as international arrivals surge, Chinese visitors soar, and premium travel reshapes Southeast Asia.

Global tourism is entering a new phase of competition, with travelers increasingly seeking destinations that combine affordability, authenticity, and high-quality experiences. According to Fortune, Vietnam has rapidly emerged as one of Southeast Asia’s strongest tourism success stories, attracting record numbers of international visitors while positioning itself as a rising competitor to long-established regional leaders such as Thailand and Malaysia.

Vietnam welcomed more than 21 million international visitors in 2025, marking a 20% increase from the previous year, according to the Vietnam National Authority of Tourism. One of the most significant milestones was Vietnam overtaking Thailand as the most popular overseas destination for Chinese travelers, drawing nearly 5.3 million visitors from China. The achievement underscores Vietnam’s growing appeal in Asia’s largest outbound tourism market at a time when countries across the region are aggressively competing to revive and expand their tourism industries.

The momentum extends well beyond Vietnam’s traditional gateways of Hanoi and Ho Chi Minh City. Fortune noted that emerging destinations are experiencing particularly strong growth, citing data from travel platform Klook showing that visitor numbers to Phu Quoc Island and the northern mountain town of Sa Pa more than doubled in 2025 compared with the previous year. The trend suggests international travelers are increasingly exploring Vietnam’s diverse landscapes, from tropical beaches and luxury resorts to cultural heritage sites and highland retreats.

While Vietnam is widely recognized as a global manufacturing powerhouse and one of Asia’s fastest-growing export economies, tourism has quietly become another major engine of growth, contributing nearly 10% of the country’s GDP. Industry observers say Vietnam is steadily challenging Thailand and Malaysia for regional tourism leadership by combining competitive pricing with improving infrastructure, expanding air connectivity, and a broader range of visitor experiences.

Perhaps more importantly, Vietnam is shifting away from competing solely as a low-cost destination. International tourism experts cited by Fortune say the country is increasingly targeting higher-value travelers through premium resorts, MICE (meetings, incentives, conferences and exhibitions), wellness tourism, and medical tourism. This strategy aligns with a broader regional trend of prioritizing visitor spending and longer stays over sheer arrival numbers.

Visa policy has also become a key competitive advantage. Vietnam has expanded visa exemptions and simplified entry procedures to reduce travel barriers for international visitors. In 2025, the government introduced a tourism stimulus program granting citizens from 12 European countries visa-free entry with stays of up to 45 days, making Vietnam more attractive for extended holidays, remote work, and multi-destination trips across Southeast Asia. At the same time, the country continues investing heavily in airports, transportation networks, and tourism infrastructure to support long-term growth.

Vietnam’s tourism surge reflects more than a post-pandemic recovery—it signals a broader transformation in the country’s economic story. As global travelers increasingly prioritize experience, value, and accessibility, Vietnam is evolving from an emerging destination into one of Southeast Asia’s most dynamic tourism hubs. The next question for investors, airlines, hotel operators, and travelers alike is no longer whether Vietnam can compete with its regional peers, but how quickly it can redefine the region’s tourism landscape.

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As travelers increasingly swap fast-paced itineraries for deeper, more meaningful experiences, Vietnam’s UNESCO-listed town of Hoi An is emerging as an unexpected winner. A New Zealand family who ignored recommendations to visit multiple Vietnamese destinations instead spent their entire 11-day holiday in Hoi An—and says it was one of the best travel decisions they have ever made.

For Kerri King and his family, Vietnam’s famous multi-city route—including Hanoi, Ho Chi Minh City and Phu Quoc—was never the priority. Traveling with their nine-year-old daughter, they chose to minimize long transfers and base themselves entirely in Hoi An, a historic riverside town in central Vietnam just 45 minutes from Da Nang International Airport. What began as a practical decision quickly evolved into an immersive cultural experience that challenged the idea that travelers must “see everything” to truly experience a country.

Their days followed a relaxed rhythm rarely associated with modern international travel. Mornings were spent at An Bang Beach, afternoons wandering Hoi An’s lantern-lined Ancient Town, and evenings enjoying the Thu Bon River after the crowds had thinned. Convenient ride-hailing services, complimentary bicycles from their hotel, and the town’s compact layout made it easy to explore without the stress of constant transportation. Rather than spending hours in airports, buses or domestic flights, the family invested their time in experiencing everyday Vietnam.

Food became one of the journey’s defining highlights. While Vietnamese banh mi remains internationally famous, King says local specialties such as cao lau noodles and Hoi An chicken rice left an even stronger impression. Vietnamese coconut coffee, iced milk coffee and herbal tea from the iconic Mot tea shop became daily rituals, inspiring the family to continue buying Vietnamese coffee after returning home.

Hoi An

Beyond its cuisine, Hoi An’s traditional craft villages offered the cultural depth many international travelers seek. The family learned pottery-making in Thanh Ha Village, explored centuries-old silk production, crafted their own lanterns, observed woodcarving in Kim Bong Village and purchased handcrafted bronze products from Phuoc Kieu. Instead of collecting conventional souvenirs, they returned home with handmade items that remain part of their daily lives. One of the trip’s standout moments was attending the large-scale Hoi An Memories outdoor performance, which recreates the city’s history as one of Southeast Asia’s most important trading ports.

The family’s experience also challenged common concerns about traveling in Vietnam with young children. While busy traffic initially worried them, Hoi An’s pedestrian-friendly Ancient Town, family-oriented workshops, and warm hospitality quickly eased those fears. Hotel staff braided their daughter’s hair, local tailors offered travel advice like longtime friends, and interactive cultural activities allowed children to participate rather than simply observe.

As Vietnam continues to attract record numbers of international visitors, stories like this suggest the country’s competitive advantage may extend beyond famous landmarks or affordable prices. Increasingly, it lies in the ability to slow visitors down. In an era when overtourism is reshaping global travel, Hoi An demonstrates that spending more time in one destination can create richer memories than checking off multiple cities—and that may become one of Vietnam’s strongest tourism assets in the years ahead.

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Affordable adventures, welcoming locals, and a growing global reputation are attracting independent travelers to Vietnam.

As solo travel continues to surge worldwide, safety has become one of the most important factors influencing where travelers choose to go. Increasingly, Vietnam is emerging as one of Asia’s standout destinations, combining affordability, accessibility, and a sense of security that many independent travelers say is difficult to find elsewhere.

Long known for its dramatic landscapes, vibrant street food culture, and fast-growing tourism industry, Vietnam is now earning recognition for another reason: its appeal as a destination where people feel comfortable exploring on their own. From the bustling streets of Hanoi and Ho Chi Minh City to the beaches of Da Nang and the mountain villages of northern Vietnam, solo travelers frequently describe the country as both welcoming and easy to navigate.

The shift comes as global travel trends increasingly favor independent exploration. Digital nomads, remote workers, backpackers, and first-time solo adventurers are seeking destinations that offer authentic experiences without the high costs and safety concerns associated with many popular tourist hotspots. Vietnam checks many of those boxes. Daily expenses remain significantly lower than in most Western countries, transportation networks continue to improve, and tourism infrastructure has expanded rapidly over the past decade.

For many visitors, however, the country’s greatest asset is its people. Travelers often cite the friendliness of local residents, the willingness of strangers to offer assistance, and the overall sense of hospitality as key reasons they feel at ease. Whether navigating a crowded night market, taking a late-night walk through a city center, or boarding an overnight train, many foreign visitors report feeling confident and secure throughout their journey.

That growing reputation could become increasingly valuable as Vietnam competes with regional tourism powerhouses such as Thailand, Japan, and South Korea for international visitors. While those destinations continue to attract millions of travelers annually, Vietnam offers a distinctive combination of cultural richness, natural beauty, affordability, and accessibility that resonates strongly with younger travelers and long-term visitors.

As global tourism rebounds and solo travel reaches new highs, Vietnam’s growing reputation for safety may prove to be one of its strongest competitive advantages. The country’s landscapes and cuisine may attract first-time visitors, but it is often the sense of comfort, freedom, and welcome that inspires them to return—and to recommend Vietnam to others.

For a generation increasingly choosing to explore the world alone, Vietnam is making a compelling case that one of the best travel experiences in Asia may also be one of the safest.

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Authorities Act After Viral Incident Raises Questions About Tourist Protection in Vietnam

A street vendor in Hanoi has been fined after a viral social media video appeared to show a foreign tourist being charged 420,000 Vietnamese dong (US$16) for around 10 small fried doughnuts near the city’s famous Old Quarter, prompting swift action from local authorities.

The case gained international attention after the tourist posted videos on TikTok documenting the purchase near Dong Kinh Nghia Thuc Square, close to Hoan Kiem Lake. The footage quickly amassed more than two million views, triggering widespread criticism from both Vietnamese and international viewers concerned about the impact such incidents could have on Vietnam’s tourism image.

According to authorities, the vendor was identified as a 50-year-old woman from Bac Ninh Province who regularly sold doughnuts in the area. Following an investigation, Hoan Kiem Ward police summoned her for questioning and issued an administrative fine of 225,000 dong for unauthorized street vending activities.

Officials said the vendor was also warned about the importance of transparent pricing and instructed not to charge unreasonable amounts, particularly to foreign visitors. Authorities emphasized that protecting tourists and maintaining Hanoi’s reputation as a welcoming destination remain priorities for local government agencies.

The controversy stemmed from a transaction captured on video in which the tourist repeatedly asked for the price of the doughnuts while the vendor continued placing them into a plastic bag. After packing around 10 pieces, she reportedly quoted a price of 150,000 dong. However, when the tourist handed over a 500,000-dong note, he received only 80,000 dong in change, implying a final payment of 420,000 dong.

The incident sparked thousands of comments online, with many viewers noting that similar doughnuts typically sell for between 2,000 and 5,000 dong each in Hanoi. Many Vietnamese social media users called for stricter enforcement against vendors who overcharge visitors, arguing that a small number of bad actors can create outsized reputational damage in the age of viral content.

For Vietnam’s tourism industry, the story highlights both a challenge and an opportunity. The challenge is that a single negative experience can now reach millions of potential travelers within hours. The opportunity is that authorities responded quickly, identified the vendor, and took visible action—sending a signal that complaints involving foreign visitors are being taken seriously.

The case is not an isolated one. Hanoi authorities have previously penalized vendors accused of charging inflated prices to tourists, including a similar doughnut-selling incident in 2024. Yet such cases remain relatively rare compared with the millions of positive interactions visitors have with local businesses across Vietnam every year.

As Vietnam continues its push to become one of Asia’s leading tourism destinations, industry experts say transparency, fair pricing, and stronger enforcement will be critical to sustaining international confidence. For travelers, the lesson remains simple: always confirm prices before making a purchase. For Vietnam, the larger question is how quickly it can eliminate the small number of practices that risk overshadowing the country’s otherwise strong reputation for value, hospitality, and authentic travel experiences.

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As Vietnam continues to attract record numbers of international visitors, a viral incident in Hanoi’s historic Old Quarter has reignited concerns about tourist scams that could undermine the country’s growing reputation as one of Asia’s most affordable and welcoming travel destinations.

Authorities in Hanoi have launched an investigation after a foreign tourist was allegedly charged 420,000 Vietnamese dong (around US$16) for just 11 small fried doughnuts purchased from a street vendor near Hoan Kiem Lake. The incident, captured on video and viewed more than two million times on social media, has sparked widespread debate about consumer protection and the treatment of foreign visitors in Vietnam.

The footage shows the tourist stopping at a mobile street-food stall while exploring Hanoi’s famous Old Quarter. Curious about the local snack, he accepted a sample from the vendor and repeatedly asked for the price. According to the video, the seller did not provide a clear answer and instead quickly placed multiple doughnuts into a plastic bag before the tourist could make a purchasing decision.

When the tourist eventually attempted to stop the transaction, around 10 to 11 doughnuts had already been packed. After being told the bag cost 150,000 dong, the visitor appeared surprised. The situation became even more controversial when he handed over a 500,000-dong note and reportedly received only 80,000 dong in change, implying a final charge of 420,000 dong.

Local residents and online commentators were quick to point out that similar doughnuts typically sell for just 2,000 to 3,000 dong each, suggesting the tourist may have paid more than ten times the normal market price. The video triggered hundreds of comments calling for authorities to investigate and penalize any unfair business practices targeting foreign visitors.

Police in Hoan Kiem District confirmed they are reviewing the case. The incident follows a series of similar complaints in Hanoi’s tourism hub over recent years. Authorities have previously fined vendors for overcharging foreign tourists, including cases involving inflated prices for fruit, street food, and short-distance motorcycle rides.

Vietnam’s tourism industry has worked hard to position the country as a safe, affordable, and authentic destination for international travelers. Visitor arrivals have rebounded strongly following the pandemic, with Hanoi consistently ranking among Asia’s most popular cultural and culinary destinations. Industry experts note that isolated incidents involving overcharging remain the exception rather than the norm, but they can have an outsized impact in the age of viral social media.

Tourism officials and industry representatives are urging travelers to take simple precautions, such as confirming prices before making purchases, carrying smaller denominations of cash, and using licensed transportation and vendors whenever possible. At the same time, they are calling for stricter enforcement, transparent pricing requirements, and stronger penalties for businesses found exploiting visitors.

The bigger challenge for Vietnam is not attracting tourists—it’s ensuring every visitor leaves with stories worth sharing for the right reasons. As the country competes with regional tourism giants such as Thailand, Japan, and Indonesia, even seemingly minor incidents can influence global perceptions. The question now is whether stronger enforcement can turn viral warnings into evidence that Vietnam is serious about protecting the travelers who help drive its tourism boom.

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According to the Henley Passport Index 2026, Singapore holds the title of the world’s most powerful passport, granting its citizens visa-free or visa-on-arrival access to 192 destinations worldwide. The city-state has consistently ranked among the world’s strongest passports thanks to its extensive diplomatic network and international mobility agreements.

Japan, South Korea, and the United Arab Emirates share second place, each providing access to 187 destinations without the need for a pre-arranged visa. European nations such as Norway and Switzerland follow closely with access to 185 destinations, reflecting the continued strength of passports from highly developed economies.

The rankings also underscore the growing influence of Asia in global mobility. Malaysia ranks among the world’s top passports with access to 183 destinations, placing it ahead of several Western nations, including the United States.

The United States passport ranks 15th globally, offering visa-free or visa-on-arrival access to 179 destinations. Other notable performers include Canada, New Zealand, Australia, and the United Kingdom, all of which remain among the world’s most travel-friendly passports.

At the opposite end of the spectrum, citizens of countries experiencing prolonged political instability, conflict, or economic challenges continue to face significant travel restrictions.

Afghanistan remains the world’s weakest passport, providing access to just 23 destinations. Syria, Iraq, Pakistan, Yemen, Somalia, and North Korea also rank among the least powerful passports globally, reflecting the impact of geopolitical tensions and security concerns on international mobility.

Several countries from Africa and the Middle East, including Sudan, South Sudan, Libya, Lebanon, and the Democratic Republic of Congo, are also listed among the weakest passports in the 2026 rankings.

The Henley Passport Index measures passport strength based on the number of destinations that holders can enter without obtaining a visa in advance. The ranking is widely regarded as one of the most authoritative indicators of global travel freedom and is closely watched by governments, businesses, investors, and international travelers.

Experts note that passport power has become an increasingly important factor in a globalized world, influencing tourism, business opportunities, education, migration, and international investment. Countries with stronger passports often benefit from greater diplomatic influence and stronger international relationships, while weaker passports can limit economic and social mobility for their citizens.

As international travel continues to rebound and governments expand bilateral visa agreements, passport rankings are expected to remain a key measure of global connectivity and geopolitical influence in the years ahead.

Source: Henley Passport Index 2026.

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Booking.com, một trong những nền tảng du lịch trực tuyến hàng đầu thế giới, vừa chính thức công bố Báo cáo Du lịch Bền vững thường niên lần thứ 11. Báo cáo đi sâu vào việc phân tích thái độ cũng như nhận thức của du khách về những tác động xã hội và môi trường của ngành du lịch.

Dựa trên kết quả khảo sát từ 32.500 du khách tại 35 thị trường, bao gồm cả Việt Nam, nghiên cứu năm nay cho thấy dù du lịch bền vững được coi trọng ở mọi thế hệ, nhưng mỗi độ tuổi lại có những cách thức riêng để hiện thực hóa giá trị này. Đáng chú ý, có tới 96% du khách Việt Nam thuộc mọi lứa tuổi khẳng định du lịch bền vững là mục tiêu quan trọng hoặc rất quan trọng. Tất cả các nhóm thế hệ đều thể hiện nhận thức và ý định rõ ràng trong việc theo đuổi lối sống bền vững, đồng thời thực hiện các hành vi thực tế phản ánh đúng giá trị mà họ tin tưởng.

Du khách Việt thể hiện ý định mạnh mẽ đối với du lịch bền vững

Tính bền vững tiếp tục là yếu tố then chốt định hình ý định du lịch của các thế hệ người Việt. Phần lớn du khách thuộc thế hệ Gen X (91%), Millennials (94%) và Gen Z (88%) cho biết họ mong muốn đi du lịch bền vững hơn trong 12 tháng tới. Khi chuyển từ nhận thức sang hành động thực tế, du khách Việt đang dần biến lời nói thành những việc làm cụ thể:

• Giảm thiểu rác thải: Gen X (49%), Millennials (58%) và Gen Z (53%) cho biết họ sẵn sàng thực hiện các hoạt động như tái chế, hạn chế sử dụng đồ nhựa dùng một lần nhằm giảm lượng rác thải chung khi đi du lịch.
• Ủng hộ doanh nghiệp địa phương: 39% Gen X, 40% Millennials và 35% Gen Z khẳng định sẽ ưu tiên mua sắm tại các cửa hàng địa phương và các đơn vị kinh doanh độc lập trong chuyến đi.
• Lựa chọn cơ sở lưu trú bền vững: Thế hệ Gen X (35%), Millennials (35%) và Gen Z (37%) có kế hoạch nghỉ tại các cơ sở lưu trú đã được cấp chứng nhận về bền vững.
• Cắt giảm tiêu thụ năng lượng: Gần một nửa số du khách Việt ở mỗi nhóm tuổi cho biết họ có ý định giảm lượng tiêu thụ năng lượng khi đi du lịch, chẳng hạn như tắt điều hòa và đèn khi không có trong phòng, cụ thể Gen X (45%), Millennials (48%) và Gen Z (43%).
  
  

Du khách Việt áp dụng nhiều phương thức khác nhau để du lịch bền vững hơn

Các cân nhắc về tính bền vững không chỉ ảnh hưởng đến hành vi của khách du lịch mà còn tác động đến việc lựa chọn nơi lưu trú. Điều này được thể hiện rõ nét qua những hành động thực tế, khi du khách Việt chủ động áp dụng các thói quen bền vững trong suốt hành trình của mình.

• Hòa mình vào văn hóa bản địa: Gen X (37%), Millennials (42%) và Gen Z (47%) đã từng tham gia các tour du lịch hoặc hoạt động tìm hiểu, tương tác với người dân địa phương và các nền văn hóa bản địa.
• Bảo tồn hệ sinh thái địa phương: Hơn một phần tư du khách thuộc thế hệ Gen X (34%), Millennials (38%) và Gen Z (40%) đã tham gia các hoạt động hoặc tour du lịch đóng góp vào việc bảo vệ sức khỏe môi trường và bảo tồn hệ sinh thái, động vật hoang dã tại địa phương.
• Ưu tiên ẩm thực địa phương và theo mùa: 40% Gen X, 48% Millennials và 44% Gen Z ưu tiên lựa chọn các thực phẩm có nguồn gốc tại địa phương và theo mùa khi đi du lịch.
• Sử dụng bình nước cá nhân: Thói quen uống nước bền vững đang được áp dụng rộng rãi với 35% Gen X, 37% Millennials và 43% Gen Z sử dụng bình nước có thể tái sử dụng.
• Chi trả để bù đắp lượng khí thải hoặc ủng hộ SAF (Nhiên liệu Hàng không Bền vững): Cam kết tài chính cho các chuyến bay giảm thiểu tác động môi trường vẫn còn hạn chế, với 30% Gen X, 26% Millennials và 27% Gen Z đóng góp vào việc bù đắp carbon hoặc hỗ trợ SAF.

Thời tiết cực đoan: Mối lo ngại chung của mọi lứa tuổi

Thời tiết cực đoan đang trực tiếp định hình lại cách lựa chọn điểm đến và thời điểm du lịch, trở thành yếu tố cân nhắc hàng đầu của tất cả các nhóm tuổi. 82% du khách Việt Nam cho biết họ luôn xem xét các rủi ro về thời tiết cực đoan khi lựa chọn cả địa điểm lẫn thời gian khởi hành. Bên cạnh đó, 81% khẳng định họ chủ động tránh các điểm đến vốn nổi tiếng vì thời tiết khắc nghiệt, 73% cảm thấy căng thẳng do yếu tố thời tiết khi đặt chuyến đi và 71% cho rằng diễn biến thời tiết khó lường khiến họ gặp khó khăn trong việc quyết định thời điểm du lịch.

Đáng chú ý, gần ba phần năm du khách Việt (58%) cho biết đã từng hủy hoặc thay đổi kế hoạch du lịch trong 12 tháng qua do thời tiết cực đoan hoặc thiên tai (như nhiệt độ cao, bão, cháy rừng, lũ lụt, v.v.). Hơn một nửa số người được khảo sát (52%) chia sẻ rằng một số điểm đến đã trở nên quá nóng để có thể ghé thăm vào thời điểm họ mong muốn, và 77% đã loại bỏ các địa danh khỏi danh sách mong muốn của mình sau khi tiếp nhận thông tin về thời tiết cực đoan hoặc thiên tai tại những nơi đó.

Tách khỏi đám đông, ưu tiên ý thức: Ưu tiên du lịch của người Việt đang thay đổi

Bên cạnh việc lưu trú tại các cơ sở có chứng nhận bền vững hay các hành vi quen thuộc như giảm thiểu rác thải, tiết kiệm năng lượng và tránh gây hại cho động vật hoang dã, du khách Việt Nam đang đưa ra những quyết định có ý thức hơn về việc đi đâu và đi khi nào. Điều này phản ánh một sự chuyển dịch rộng lớn hướng tới du lịch bền vững trong năm 2026. Cụ thể, 40% du khách Việt ở các thế hệ cho biết họ có kế hoạch tránh những điểm du lịch quá tải, 35% dự định đi du lịch ngoài mùa cao điểm, trong khi một phần ba (31%) sẽ tìm kiếm các điểm đến có nhiệt độ mát mẻ hơn. Những con số này cho thấy nhận thức ngày càng tăng về cả tác động môi trường lẫn sự thoải mái cá nhân trong hành trình.

Trong số những người lựa chọn các điểm đến yên tĩnh hơn, 55% du khách Việt bày tỏ mong muốn không góp phần gây nên tình trạng quá tải du lịch (overtourism), và 63% những người lập kế hoạch đi ngoài mùa cao điểm muốn giảm bớt áp lực cho các điểm đến. Những dữ liệu này cho thấy du khách Việt ngày càng hiểu rõ hơn về tác động của việc du lịch đối với cộng đồng địa phương cũng như môi trường tự nhiên.

“Báo cáo Du lịch & Bền vững năm nay cho thấy du khách Việt Nam ở mọi thế hệ đang tìm ra những phương thức ý nghĩa để đi du lịch bền vững hơn. Điều này thể hiện qua những lựa chọn khi đang trên hành trình, những trải nghiệm văn hóa mà họ tìm kiếm, hay cách họ chủ động thay đổi kế hoạch để thích ứng với biến đổi khí hậu. Đó có thể là việc đóng góp vào con số 100 triệu đêm nghỉ tại các cơ sở lưu trú có chứng nhận bền vững trên nền tảng của chúng tôi trong năm 2025; là việc ưu tiên phương tiện công cộng, thuê xe điện để di chuyển; hay lựa chọn những điểm đến mát mẻ và yên tĩnh hơn,” ông Branavan Aruljothi, Giám đốc Quốc gia của Booking.com tại Việt Nam cho biết. “Với tư cách là đơn vị dẫn đầu trong lĩnh vực du lịch toàn cầu, chúng tôi mong muốn hỗ trợ cả du khách và các đối tác dễ dàng duy trì những lựa chọn bền vững này. Mục tiêu cuối cùng là để tất cả chúng ta có thể tiếp tục tận hưởng những giá trị tuyệt vời mà du lịch mang lại, đồng thời đảm bảo rằng các điểm đến sẽ luôn phát triển bền vững cho cả du khách lẫn người dân địa phương.”

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