Hanoi, a key tourism hub in Vietnam, is targeting more than 1 million visitors during the Tet holiday, seeking to build momentum for the rest of the year. The city welcomed more than 560,000 visitors during the 2026 New Year holiday, generating around VND2.1 trillion (US$83 million) in revenue, providing a positive springboard for the upcoming peak period.

Early bookings and experience-driven travel

Surveys from travel companies indicated a clear divergence in Tet travel behaviour. family groups and middle-aged travellers tend to book tours two to three months in advance, particularly for long-haul destinations such as Europe, Australia and Japan. Younger travellers, meanwhile, prefer last-minute bookings for Southeast Asian trips to maintain flexibility.

Demand for mid- and high-end travel products is projected to rise by about 15–20% from a year earlier, as travellers place greater emphasis on the overall experience rather than price alone.

In the domestic market, popular winter routes to the Northwest and Northeast regions6continue to draw strong demand, alongside nearby destinations from Hanoi such as Cat Ba, Ha Long and Ninh Binh. Notably, Phu Quoc has emerged as a standout early-year destination, supported by expanded flight options and competitive tour prices attractive to both domestic and international travellers.

Various tourism offerings ahead of million-visitor milestone

Building on positive performance during recent holiday periods, Hanoi has set ambitious targets for Tet 2026. Dang Huong Giang, director of the Hanoi Department of Tourism, expressed confidence that the capital would further strengthen its destination appeal, with visitor numbers expected to surpass one million during the coming Tet holiday.

Festive activities will kick off from New Year’s Eve with fireworks displays at 31 locations across the city, scheduled for midnight on February 17. A series of cultural events around Hoan Kiem Lake, the Old Quarter, the 87 Ma May Heritage House, the Spring Calligraphy Festival at the Temple of Literature, as well as programmes at Hoa Lo Prison Relic and the Thang Long Imperial Citadel, will create a diverse experience landscape for residen6s and tourists.

A key highlight will be Hanoi’s integration of digital technology into heritage tourism to extend visitor stay and boost spending. This will include immersive digital tours at the Thang Long Imperial Citadel and new themed products such as the “Hanoi – Touching Memories” experiential tour and the “Hanoi Beautiful Sound” night cycling tour.

Looking ahead, the capital aims to welcome approximately 35.8 million visitors in 2026, including over 8.6 million international arrivals, under a green development strategy focused on sustainability, professionalism and modernisation.

To turn the Tet “golden season” into tangible growth momentum, local authorities have underscored the need to ensure service quality, maintain safety, prevent localised overcrowding and enhance visitor experiences at every level. With coordinated efforts between government agencies and tourism businesses, Hanoi’s tourism industry during the coming Tet holiday is set not only to deliver strong figures but also to further reinforce the city’s image as a green, safe and culturally rich destination.

Hanoi serves 560,000 holiday-makers during New Year holiday

Hanoi welcomed around 560,000 visitors during the New Year holiday from January 1 to 4, earning a total revenue of VND2.1 trillion (nearly US$79.85 million), marking increases of 250% in volume and 254% in value compared to the same period last year.