According to Booking.com’s 2026 travel forecast, modern travelers seek more than destinations, they want trips that reflect their individuality, interests, and personal values.

Experiential and personalised travel lead the way

One of the most prominent trends this summer is personalised travel itineraries. Instead of traditional packaged tours, travelers increasingly design their own trips to suit their preferences by exploring local culture, attending handicraft classes, cooking traditional dishes, or experiencing daily life with local communities.

Activities like trekking, community-based tourism, and wellness tourism are particularly popular among young professionals and urban travelers, reflecting a growing need to balance work and life.

“Travel today is not just about moving from place to place, it’s an emotional journey. Many travelers seek stories and genuine connections,” said a representative from TransViet Travel.

International experts also note that personalised travel is driving tour operators to offer tailored consulting and niche experiences, turning it from a trend into a long-term strategy for the industry.

Sustainable tourism becomes a priority

Alongside personalisation, sustainability is increasingly central to travel decisions. Travelers now consider not only where to go but also the environmental, social, and economic impacts of their trips.

Destinations with fewer crowds, eco-friendly homestays, green resorts, and tours focused on nature and cultural preservation are becoming preferred choices. This trend is expected to become a core standard for the tourism industry.

“Sustainable development is a long-term direction and an increasingly clear expectation of travelers,” the TransViet Travel representative emphasized.

International reports confirm that sustainable travel is no longer optional, it is a fundamental element in designing travel products, from accommodations to cultural and ecological experiences.

Examples include eco-stay programmes in Da Nang and Phu Quoc, where travelers are willing to pay more for environmentally-friendly trips that support local communities.

Beach and premium resort travel remains popular

While experiential and sustainable travel grows, coastal destinations and high-end resorts continue to attract travelers. In 2026, beachfront resorts are expanding “all-in-one” services that integrate spa, sports, dining, and entertainment, meeting families’ and friends’ desire for optimised experiences.

According to the Vietnam Tourism Association, bookings for premium beach holidays in Summer 2026 are expected to increase by 15–20% compared to last year, confirming that luxury resorts remain a popular choice.

Notably, resorts offering cultural and entertainment experiences are appealing to younger travelers, combining luxury with workshops, traditional dance classes, or nature tours.

In addition to popular locations, Summer 2026 sees a rise in emerging destinations, valued for their untouched beauty, affordability, and personalised experiences. These areas focus on sustainable tourism and unique cultural identity rather than mass-market models.

The “off-the-beaten-path” trend allows travelers to enjoy peaceful spaces and deeper experiences, from rainforest trekking to immersive homestays, and gives tour operators opportunities to tap into a market seeking meaningful travel stories.

Impact of social media and digital culture

Social media continues to shape travel trends. Unique photo spots, scenic views, and novel experiences quickly become viral on digital platforms.

However, the focus is shifting from “travel for photos” to “travel for experiences.” Travelers increasingly value emotional connections and personal stories in their journeys.

Film- and music-themed tours are also emerging, offering new ways to engage young travelers and create shareable digital content for the tourism industry.

Summer 2026 paints a vibrant and diverse picture of Vietnam tourism, where travelers are at the centre with increasingly specific and meaningful needs. From personalised experiences and sustainable tourism to luxury resorts and emerging destinations, these trends reflect a shift in how people enjoy their journeys.

Vietnam’s tourism industry faces a major opportunity for innovation and development, aiming for long-term sustainability while meeting the high expectations of global travelers visiting in Summer 2026.

According to the Vietnam National Authority of Tourism under the Ministry of Culture, Sports, and Tourism, the country aims to welcome 25 million international visitors and serve 150 million domestic travelers in 2026, with total tourism revenue projected at approximately VND1,125 trillion.

Hoi An named world’s best hidden gem city by Travel + Leisure

VOV.VN - Hoi An, an ancient town in central Vietnam, has been named the world’s best hidden gem city in a study by Sweepstakes Table, cited by Travel + Leisure.