INDUSTRIES & MARKETS

Tourism industry in Vietnam

 Table of Contents

01 Overview 04 Accommodations
Travel and tourism's direct contribution to employment APAC 2022, by country 04 Number of tourist accommodations in Vietnam 2019-2023 22
Value of international tourism spending APAC 2022, by country 05 Number of 5-star tourist accommodations in Vietnam 2018-2023 23
Value of domestic tourism spending APAC 2022, by country 06 Number of 4-star tourist accommodations in Vietnam 2018-2023 24
Share of the GDP of the tourism sector in Vietnam 2013-2028 07 Number of rooms in tourist accommodations in Vietnam 2019-2023 25
Annual revenue of the tourism sector in Vietnam 2010-2023 08 Number of rooms in 4-star tourist accommodations in Vietnam 2018-2023 26
Online travel market scale APAC 2023, by country 09 Number of rooms in 5-star tourist accommodations in Vietnam 2018-2023 27
Number of visitors serviced by accommodation establishments Vietnam 2018-2022 28
02 Key indicators Revenue of accommodation establishments Vietnam 2017-2022 29

Retail sales of goods and services in Vietnam 2023, by sector 11

Tourism revenue of leading destinations Vietnam 2015-2022 12 05 Travel agencies
Revenue per user of travel & tourism in Vietnam 2019-2028 13 Number of international travel agencies Vietnam 2019-2023 31
GMV of online travel sector in Vietnam 2019-2025 14 Number of domestic visitors serviced by travel agencies Vietnam 2015-2022 32
Number of foreign visitors serviced by travel agencies Vietnam 2015-2022 33
03 Tourists Revenue of travel agencies Vietnam 2015-2022 34

Number of international visitor arrivals in Vietnam 2016-2023 16

Number of ITAs in Vietnam 2023, by means of transport 17 06 Online travel
Number of international tourist arrivals (ITA) in Vietnam 2023, by country 18 Online revenue share of the travel & tourism market in Vietnam 2019-2028 36
Number of domestic tourist arrivals in Vietnam 2010-2023 19 Online travel agency usage Vietnam 2023, by age group 37
Number of Vietnamese traveling abroad 2010-2022 20 Most used online travel agencies Vietnam 2023 38
Reasons for using an online travel agency Vietnam 2023 39

1
 Table of Contents

07 Consumer perspectives
Leading reasons to travel Vietnam 2023 41
Favorite travel places and activities Vietnam 2023 42
Preferred domestic accommodation budget per night Vietnam 2023 43
Preferred Asian travel destinations Vietnam 2023 44
Common issue about traveling Vietnam 2023 45

2
CHAPTER 01

Overview
 Direct contribution of travel and tourism to employment in the Asia-Pacific
region in 2022, by country or territory (in millions)
Travel and tourism's direct contribution to employment APAC 2022, by country

Number of jobs in thousands

0 10 20 30 40 50 60 70

China 62.9

India 37.21

Indonesia 11.44

Philippines 7.82

Thailand 6.99

Japan 5.09

Vietnam 4.23

Pakistan 4.1

Malaysia 2.14

Cambodia 2.09

Bangladesh 2.06

Australia 1.33

South Korea 1.26

Nepal 1.08

Myanmar 0.95

4 Description: As one of the Asia-Pacific region's leading industries, it is unsurprising that the travel and tourism sector provided nearly 63 million jobs in China in 2022. Likewise, an astronomical number of jobs was also generated in India thanks to the travel and
tourism market, in which a staggering 37 million jobs were created. In fact, many Asia-Pacific countries made the worldwide ranking for the most jobs produced by the travel and tourism industry. Read more
Note(s): Asia, APAC; 2022
Source(s): WTTC
 Value of international tourism expenditure in the Asia-Pacific region in
2022, by country or territory (in billion U.S. dollars)
Value of international tourism spending APAC 2022, by country

International expenditure in billion U.S. dollars

0 5 10 15 20 25 30 35

China 30

India 20.7

Singapore 15.9

Thailand 15

South Korea 14.3

Macao 9.1

Indonesia 7

Philippines 4.5

Vietnam 4.1

Hong Kong 3.9

Maldives 3.8

Australia 3.4

Malaysia 3.2

Japan 2.6

Taiwan 2.5

5 Description: In 2022, China had the highest international visitor spending in the Asia-Pacific region, in which international tourism expenditure almost reached 30 billion U.S. dollars. In comparison, international tourism expenditure in South Korea amounted to
approximately 14.3 billion U.S. dollars in 2022. Read more
Note(s): Asia, APAC; 2021
Source(s): WTTC
 Value of domestic tourism expenditure in the Asia-Pacific region in 2022,
by country or territory (in billion U.S. dollars)
Value of domestic tourism spending APAC 2022, by country

Expenditure in billion U.S. dollars

0 50 100 150 200 250 300 350

China 300.7

Japan 177.5

India 157.2

Australia 75.7

Philippines 53.3

Thailand 29

South Korea 28.1

Indonesia 20.3

Taiwan 18.3

New Zealand 17.7

Malaysia 16.7

Pakistan 14.7

Hong Kong 13.6

Vietnam 12.3

Singapore 11.6

6 Description: In 2022, China had the highest domestic tourism expenditure throughout the Asia-Pacific region, with a domestic tourism expenditure of 300 billion U.S. dollars. Comparatively, the Maldives' domestic tourism expenditure amounted to approximately 20
million U.S. dollars in 2022. Read more
Note(s): Asia, APAC; 2022
Source(s): WTTC
 Share of the GDP of the tourism sector in Vietnam from 2013 to 2028
Share of the GDP of the tourism sector in Vietnam 2013-2028

8
7.32 7.35 7.39 7.41
6.96 7.01
7 6.69 6.79
6.46 6.6
6.33 6.41

6
5.52
Share of GDP in percent

5 4.63

4 3.74

2.87
3

0
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

7 Description: The tourism sector GDP share in Vietnam was forecast to continuously increase between 2023 and 2028 by in total 1.9 percentage points. The share is estimated to amount to 7.41 percent in 2028. While the share was forecast to increase significant in the
next years, the increase will slow down in the future. Read more
Note(s): Vietnam; 2013 to 2028; all values are estimates
Source(s): Statista
 Annual revenue of the tourism sector in Vietnam from 2010 to 2023 (in
trillion Vietnamese dong)
Annual revenue of the tourism sector in Vietnam 2010-2023

800 755

700 678.3
Tourism receipts in trillion Vietnamese dong

637

600
541
495
500
417.27
400 355.55
322.86 312
289.84
300

200 180
160
130
96
100

0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

8 Description: In 2023, Vietnam's tourism sector generated a revenue of approximately 678.3 trillion Vietnamese dong. The country's tourism revenue had been growing year on year before experiencing a sharp decrease in 2020 due to the impacts of the COVID-19
pandemic. However, the country's tourism sector has shown signs of recovery after a prolonged period of being affected by the pandemic restrictions. Read more
Note(s): Vietnam; 2010 to 2023
Source(s): Vietnam National Administration of Tourism
 Online travel market size in the Asia-Pacific region in 2023, by country (in
billion U.S. dollars)
Online travel market scale APAC 2023, by country

Gross merchandise value in billion U.S. dollars

0 1 2 3 4 5 6 7 8

Singapore 7

Indonesia 6

Vietnam 5

Thailand 5

Malaysia 4

Philippines 3

9 Description: In 2023, the online travel market size in Singapore was the highest in selected Southeast Asian countries, of which the gross merchandise value (GMV) reached seven billion U.S. dollars. Comparatively, for the same year, the Philippines had an online travel
market size value of three billion U.S. dollars. Read more
Note(s): APAC; 2023; market size by gross merchandise value (GMV)
Source(s): Bain & Company; Google; Temasek Holdings
CHAPTER 02

Key indicators
 Retail sales value of goods and services in Vietnam in 2023, by sector (in
trillion Vietnamese dong)
Retail sales of goods and services in Vietnam 2023, by sector

Sales value in trillion Vietnamese dong

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

Retail sale 4,858.62

Accommodation and catering service 673.53

Traveling service 37.78

Other services 661.91

Total 6,231.83

11 Description: In 2023, the retail sales value in Vietnam was estimated to reach approximately 4,859 trillion Vietnamese dong (VND) followed by the accommodation and catering service sector with a sales value of about 674 trillion VND. In that year, the total retail sales
of consumer goods and services was expected to reach over 6,231 trillion VND. Read more
Note(s): Vietnam; 2023; estimated
Source(s): General Statistics Office of Vietnam
 Tourism revenue of major provinces in Vietnam from 2015 to 2022 (in
billion Vietnamese dong)
Tourism revenue of leading destinations Vietnam 2015-2022

2018 2019 2020 2021 2022*

Ho Chi Minh City 24218.9 26834.5 7996.7 3350.6 17735.8
Ha Noi 9273.7 10145.5 5184.4 3382.0 10054.7
Da Nang 1905.6 2113.3 563.8 635.7 2267.1
Khanh Hoa 477.5 544.5 245.1 166.4 1376.5
Quang Ninh 783 916.7 622.3 390.7 608.5
Kien Giang 316.5 348.8 186 166.3 443.9
Quang Binh 284.2 300.3 125.4 52.4 230.6
Hai Phong 232.5 250.7 183.2 89.1 217
Ba Ria - Vung Tau 314.4 353.3 156.7 86.9 206
Thanh Hoa 108.6 119 80.2 25.8 176.3
Can Tho 189 214.2 64.3 35.9 176.3
Thai Nguyen 32.4 36.7 18 29.7 170.8
Quang Nam 439 476.3 93 75.3 139.8
Phu Tho 16.4 19.2 17.4 3.8 141.6

12 Description: In 2022, the tourism revenue of Ho Chi Minh City, Vietnam amounted to over 17.7 trillion Vietnamese dong, indicating a fivefold increase compared to the previous year. Ha Noi, the capital of Vietnam, was also among the leading destinations based on
tourism revenue in the country that year. Vietnam has shown signs of recovery after a prolonged period of impact from the COVID-19 pandemic. Read more
Note(s): Vietnam; 2015 to 2022; at current prices; *Preliminary. One thousand Vietnamese dong equals 0.041 U.S dollars and 0.038 euros as of November 2023. Read more
Source(s): General Statistics Office of Vietnam
 Revenue per user of the travel & tourism market in Vietnam from 2019 to
2028 (in U.S. dollars)
Revenue per user of travel & tourism in Vietnam 2019-2028

300 285.02
278.76
272.2
265.31
258.01
246.19 241.55 243.79
250
Average per user revenue in U.S. dollars

224.73 224.46

200

150

100

50

0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

13 Description: The average revenue per user (ARPU) of the travel & tourism market in Vietnam was forecast to continuously increase between 2024 and 2028 by in total 27 U.S. dollars (+10.46 percent). After the sixth consecutive increasing year, the indicator is
estimated to reach 285.02 U.S. dollars and therefore a new peak in 2028. Read more
Note(s): Vietnam; 2019 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Annual gross merchandise volume (GMV) of the online travel sector in
Vietnam from 2019 to 2023, with a forecast for 2025 (in billion U.S. dollars)
GMV of online travel sector in Vietnam 2019-2025

7
7

6
Value in billion U.S. dollars

5 5
5

3
3

1
1

0
2019 2021 2022 2023 2025*

14 Description: In 2023, the annual gross merchandise volume (GMV) of the online travel sector in Vietnam amounted to approximately five billion U.S. dollars, indicating an increase from the previous year. In that year, the total GMV of the internet economy in the
country amounted to around 30 billion U.S. dollars. Read more
Note(s): Vietnam; 2019 to 2023; *Forecast. Figure prior to 2021 was from previous reporting. The report did not provide data for 2020. Gross merchandise volume (GMV) is the total value of merchandise sold over a given period of time through a [...] Read more
Source(s): Bain & Company; Google; Temasek Holdings
CHAPTER 03

Tourists
 Number of international visitor arrivals in Vietnam from 2016 to 2023 (in
millions)
Number of international visitor arrivals in Vietnam 2016-2023

20
18
18

15.5
International visitor arrivals in millions

16

14 12.9 12.6
12
10
10

6
3.84 3.66
4

2
0.16
0
2016 2017 2018 2019 2020 2021 2022 2023

16 Description: In 2023, the total number of international visitor arrivals to Vietnam reached approximately 12.6 million. Prior to the COVID-19 pandemic, Vietnam welcomed 18 million international arrivals in 2019, a record number for the country, following healthy year-
on-year growth in visitor numbers since 2016. In March 2022, the country removed its travel restrictions, hoping to assist in the recovery of the tourism sector. Read more
Note(s): Vietnam; 2016 to 2023
Source(s): General Statistics Office of Vietnam
 Number of international tourist arrivals (ITA) in Vietnam in 2023, by means
of transportation (in 1,000s)
Number of ITAs in Vietnam 2023, by means of transport

Number of ITAs in thousands

0 2,000 4,000 6,000 8,000 10,000 12,000 14,000

By air 10,950.5

By road 1,525.8

By sea 126.1

Total 12,602.4

17 Description: In 2023, there were approximately 10.95 million international tourist arrivals (ITAs) in Vietnam by air. In total, Vietnam welcomed over 12.6 million visitors from abroad. By comparison, the country recorded over 18 million ITAs in 2019. The country's
tourism sector has shown signs of revival since 2022 as the COVID-19 pandemic restrictions were eased. Read more
Note(s): Vietnam; 2023; preliminary
Source(s): General Statistics Office of Vietnam
 Number of international tourist arrivals (ITA) in Vietnam in 2023, by
country and territory (in 1,000s)
Number of international tourist arrivals (ITA) in Vietnam 2023, by country

Number of ITAs in thousands

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

Mainland China 1,743.2

South Korea 3,595.06

Japan 589.52

Taiwan 851.02

Malaysia 470.11

Thailand 489.17

Singapore 328.2

Cambodia 402.06

Philippines 153.17

Laos 120.52

Indonesia 105.38

India 392.14

Other Asian countries and territories 541.64

United States 717.07

Canada 133.49

18 Description: In 2023, Vietnam welcomed almost 3.6 million South Korean tourist arrivals, the highest number of arrivals among all countries and territories, followed by Mainland China and Taiwan. In total, the country received around 12.6 million international tourist
arrivals in 2023, a fourfold increase from the previous year, after the recovery from the COVID-19 pandemic. Read more
Note(s): Worldwide, Vietnam; 2023; estimated
Source(s): General Statistics Office of Vietnam
 Number of domestic tourist arrivals in Vietnam from 2010 to 2023 (in
millions)
Number of domestic tourist arrivals in Vietnam 2010-2023

180
162.05
160
144.68
Number of domestic arrivals in millions

140 132.84

117.04
120
108.2
102.2 101.3
100 90.57
77.86 78.08
80 70.09
61.41
57.9
60
48.95

40

20

0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

19 Description: In 2023, Vietnam recorded around 108.2 million domestic tourist arrivals, indicating a gradual increase from the previous year. The country's tourism industry has shown signs of revival, after a prolonged period affected by the COVID-19 pandemic
restrictions. Read more
Note(s): Vietnam; 2010 to 2023
Source(s): Vietnam National Administration of Tourism
 Number of people traveling abroad in Vietnam from 2010 to 2022 (in
1,000s)
Number of Vietnamese traveling abroad 2010-2022

900
844.8

800 777.9

698.3
700
Outbound travelers in thousand

588.8
600

493
500 461
433.4 429.6
404.5 390.7
400

300

200

88 94.4
100
2.4
0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022*

20 Description: In 2022, over 94.4 thousand Vietnamese people traveled abroad. From 2013 to 2019, the number of Vietnamese traveling abroad had been increasing yearly. However, this number decreased significantly in 2020 and 2021 due to the impact of the COVID-
19 pandemic and its related travel restrictions. Starting from 2022, tourism in Vietnam was expected to rebound as the pandemic was brought under control and borders were reopened. Read more
Note(s): Asia, Vietnam; 2010 to 2022; * Preliminary figures. Figures have been rounded. Read more
Source(s): General Statistics Office of Vietnam
CHAPTER 04

Accommodations
 Number of tourist accommodation establishments in Vietnam from 2019
to 2023 (in 1,000s)
Number of tourist accommodations in Vietnam 2019-2023

40 38
35
35
Number of accommodations in thousands

30
30

25

20

15

10

0
2019 2022 2023

22 Description: In 2023, the number of tourist accommodations in Vietnam reached about 38 thousand. In that year, the number of travel accommodation roomsamounted to approximately 780 thousand in the country. Read more
Note(s): Vietnam; 2019 to 2023
Source(s): Vietnam National Administration of Tourism
 Number of five-star tourist accommodations in Vietnam from 2018 to
2023
Number of 5-star tourist accommodations in Vietnam 2018-2023

300

247
250
224
Number of accommodations

200
165

150 142

100

50

0
2018 2019 2022 2023

23 Description: In 2023, there were 247 five-star tourist accommodations in Vietnam, an increase compared to the previous year. Meanwhile, there were 386 four-star accommodations in the country that year. Read more
Note(s): Vietnam; 2018 to 2023
Source(s): Vietnam National Administration of Tourism
 Number of four-star tourist accommodations in Vietnam from 2018 to
2023
Number of 4-star tourist accommodations in Vietnam 2018-2023

450

400 386

345
350
Number of accommodations

302
300
272

250

200

150

100

50

0
2018 2019 2022 2023

24 Description: In 2023, the number of four-star tourist accommodations in Vietnam amounted to about 386, indicating an increase from the previous year. Meanwhile, there were 247 five-star tourist accommodations in the country that year. Read more
Note(s): Vietnam; 2018 to 2023
Source(s): Vietnam National Administration of Tourism
 Number of rooms in tourist accommodations in Vietnam from 2019 to
2023 (in 1,000s)
Number of rooms in tourist accommodations in Vietnam 2019-2023

900

800 780

700
700 650
Number of rooms in thousands

600

500

400

300

200

100

0
2019 2022 2023

25 Description: In 2023, the number of travel accommodation rooms in Vietnam amounted to approximately 780 thousand. In that year, the number of tourist accommodations reached about 38 thousand across the country. Read more
Note(s): Vietnam; 2019 to 2023
Source(s): Vietnam National Administration of Tourism
 Number of rooms in four-star tourist accommodations in Vietnam from
2018 to 2023 (in 1,000s)
Number of rooms in 4-star tourist accommodations in Vietnam 2018-2023

60

50.72
50
46.28
Number of rooms in thousands

40.09
40
36.01

30

20

10

0
2018 2019 2022 2023

26 Description: In 2023, the number of rooms in four-star tourist accommodations in Vietnam reached about 50.7 thousand. In that year, there were around 386 four-star tourist accommodations in the country. Read more
Note(s): Vietnam; 2018 to 2023
Source(s): Vietnam National Administration of Tourism
 Number of rooms in five-star tourist accommodations in Vietnam from
2018 to 2023 (in 1,000s)
Number of rooms in 5-star tourist accommodations in Vietnam 2018-2023

90
80.9
80 74.84

70
Number of rooms in thousands

60 55.05

50 47.91

40

30

20

10

0
2018 2019 2022 2023

27 Description: In 2023, the number of rooms in five-star tourist hotels in Vietnam amounted to about 80.9 thousand. In that year, there were around 247 five-star tourist accommodations across the country. Read more
Note(s): Vietnam; 2018 to 2023
Source(s): Vietnam National Administration of Tourism
 Number of visitors serviced by accommodation establishments in Vietnam
from 2018 to 2022 (in millions)
Number of visitors serviced by accommodation establishments Vietnam 2018-2022

200
179.37
180
159.64
160
Number of visitors in millions

140 135.43

120

100
85.3
80
63.6
60

40

20

0
2018 2019 2020 2021 2022*

28 Description: In 2022, accommodation establishments in Vietnam served around 135.4 million visitors, including international and domestic guests, indicating a significant increase from the previous year. The tourism and accommodation sector in Vietnam has shown
signs of recovery after being negatively influenced by the impacts of the COVID-19 pandemic. Read more
Note(s): Vietnam; 2018 to 2022; *Preliminary. Figures have been rounded. Read more
Source(s): General Statistics Office of Vietnam
 Total revenue of accommodation establishments in Vietnam from 2017 to
2022 (in trillion Vietnamese dong)
Revenue of accommodation establishments Vietnam 2017-2022

80

70 67.02
Revenue in trillion Vietnamese dong

59.2 57.79
60
54.38

50

38.6
40

30
23.69

20

10

0
2017 2018 2019 2020 2021 2022*

29 Description: In 2022, the total revenue of accommodation establishments in Vietnam amounted to over 57.8 trillion Vietnamese dong, indicating a significant increase from the previous year. The tourism and accommodation sector in Vietnam was adversely affected
by the impacts of the COVID-19 pandemic from 2020 to 2021. Read more
Note(s): Vietnam; 2017 to 2022; *Preliminary. One thousand Vietnamese dong equals 0.041 U.S dollars and 0.038 euros as of September 2023. The source only provided figures for the mentioned years within the given period. Read more
Source(s): General Statistics Office of Vietnam
CHAPTER 05

Travel agencies
 Number of international travel agencies in Vietnam from 2019 to 2023
Number of international travel agencies Vietnam 2019-2023

1,600
1,456
1,400 1,305

1,200 1,132
Number of travel agencies

1,000

800

600

400

200

0
2019 2022 2023

31 Description: In 2023, the number of international travel agencies in Vietnam amounted to approximately 1.5 thousand, indicating an increase from the previous year. In the same year, there were around 38 thousand accommodation establishments for tourism
across the country. Read more
Note(s): Vietnam; 2019 to 2023
Source(s): Vietnam National Administration of Tourism
 Number of domestic visitors serviced by travel agencies in Vietnam from
2015 to 2022 (in millions)
Number of domestic visitors serviced by travel agencies Vietnam 2015-2022

14

11.79
12
11.06
Number of visitors in millions

10 9.29

8 7.39

5.79
6

4 3.32

0
2015 2018 2019 2020 2021 2022*

32 Description: In 2022, travel agencies in Vietnam served approximately 7.4 million domestic visitors, indicating a significant increase from the previous year. The tourism and accommodation sector in Vietnam has shown signs of recovery after a prolonged period of
impact from the COVID-19 pandemic. Read more
Note(s): Vietnam; 2015 to 2022; *Preliminary. Figures have been rounded. Figure prior to 2018 was from previous reporting. Read more
Source(s): General Statistics Office of Vietnam
 Number of international visitors serviced by travel agencies in Vietnam
from 2015 to 2022 (in millions)
Number of foreign visitors serviced by travel agencies Vietnam 2015-2022

6 5.73

5.13
Number of visitors in millions

3 2.82
2.52 2.6

1
0.25
0
2015 2018 2019 2020 2021 2022*

33 Description: In 2022, travel agencies in Vietnam served around 2.6 million international visitors, indicating a significant increase from the previous year. The tourism and accommodation sector in Vietnam has shown signs of recovery after a prolonged period of
impact from the COVID-19 pandemic. Read more
Note(s): Vietnam; 2015 to 2022; *Preliminary. Figures have been rounded. Figure prior to 2018 was from previous reporting. Read more
Source(s): General Statistics Office of Vietnam
 Total revenue of travel agencies in Vietnam from 2015 to 2022 (in trillion
Vietnamese dong)
Revenue of travel agencies Vietnam 2015-2022

50
44.67
45
40.37
40
Revenue in trillion Vietnamese dong

36.11 35.45
35
30.44
30

25

20
16.49
15

9
10

0
2015 2017 2018 2019 2020 2021 2022*

34 Description: In 2022, the total revenue of travel agencies in Vietnam amounted to 35.45 trillion Vietnamese dong, indicating a significant increase from the previous year. The tourism and accommodation sector in Vietnam was adversely affected by the impacts of the
COVID-19 pandemic from 2020 to 2021. Read more
Note(s): Vietnam; 2015 to 2022; * Preliminary figure. One thousand Vietnamese dong equals 0.041 U.S dollars and 0.038 euros as of September 2023. The source only provided figures for the mentioned years within the given period. Read more
Source(s): General Statistics Office of Vietnam
CHAPTER 06

Online travel
 Online revenue share of the travel & tourism market in Vietnam from 2019
to 2028
Online revenue share of the travel & tourism market in Vietnam 2019-2028

70%
65.73%
63.9%
62.09%
60.32%
58.57%
60% 56.8%
55.19%
53.73%
52.19%
50.32%
50%
Revenue share

40%

30%

20%

10%

0%
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

36 Description: The revenue with online sales concerning the 'Travel & Tourism' market in Vietnam was forecast to continuously increase between 2024 and 2028 by in total 7.2 percentage points. After the ninth consecutive increasing year, the indicator is estimated to
reach 65.73 percent and therefore a new peak in 2028. Notably, the indicator 'Sales Channels' of online sales concerning the 'Travel & Tourism' market was continuously increasing over the past years. Read more
Note(s): Vietnam; 2019 to 2028
Source(s): Statista; Statista Mobility Market Insights
 Online travel agency usage in Vietnam as of June 2023, by age group
Online travel agency usage Vietnam 2023, by age group

Yes No I do not know what an online travel agent is

120%

100%
12% 15% 12%
21% 21%
Share of respondents

80%
24%
30% 31%

60% 37% 41%

40%
64%
55% 56%
20% 42% 38%

0%
16-24 years 25-34 years 35-44 years 45-54 years 55 years and older

37 Description: According to a survey by Rakuten Insight on online travel agencies (OTA) conducted in June 2023, 64 percent of Vietnamese respondents from 25 to 34 years old had used an online travel agency. In comparison, 42 percent of respondents from 16 to 24
years old chose the same response. Read more
Note(s): Vietnam; June 12 to 30, 2023; 3,324 respondents; 16 years and older
Source(s): Rakuten Insight
 Leading online travel agencies in Vietnam as of June 2023
Most used online travel agencies Vietnam 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Booking.com 61%

Traveloka 60%

Agoda 54%

Trivago 30%

TripAdvisor 19%

Airbnb 13%

Expedia 9%

Skyscanner 9%

Tugo 6%

Others 1%

38 Description: According to a survey on online travel agencies (OTA) usage conducted in June 2023, Booking.com was the leading online travel agency used in Vietnam as chosen by 61 percent of the respondents. Traveloka was a close second as 60 percent of the
respondents had used this agency before. Read more
Note(s): Vietnam; June 12 to 30, 2023; 1,796 respondents; 16 years and older
Source(s): Rakuten Insight
 Reasons for using an online travel agency in Vietnam as of June 2023
Reasons for using an online travel agency Vietnam 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

Convenience and ease of use - I could book everything I needed within a few
73%
minutes online

The online travel agency had special offers and discounts 54%

It gave me flexibility on when to book my tickets/services 48%

I had a membership account and could collect loyalty/reward points 23%

I trusted the price quoted by the online travel agency 22%

I was able to compare prices and reviews between different service providers and
32%
choose one most suitable for me

Others 1%

39 Description: According to a survey by Rakuten Insight on online travel agencies (OTA) conducted in June 2023, convenience and ease of use was the leading reason for using an online travel agency, as stated by 73 percent of Vietnamese respondents. The second-most
popular reason was the special offers and discounts from the online travel agency. Read more
Note(s): Vietnam; June 12 to 30, 2023; 1,796 respondents; 16 years and older
Source(s): Rakuten Insight
CHAPTER 07

Consumer perspectives
 Leading reasons for travelling among consumers in Vietnam as of April
2023
Leading reasons to travel Vietnam 2023

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40%

Travel for healthier living 35%

Travel to immerse in local culture 30%

Travel to seek new experiences with people 29%

Travel to learn 20%

Travel to escape reality 20%

Travel to relax 16%

Travel to eat 15%

Travel to fulfill bucket list 6%

41 Description: According to a survey conducted in 2023, travel for healthier living was the most important reason for Vietnamese consumers to go on a trip, as stated by 35 percent of the surveyed respondents. Meanwhile, about six percent of respondents from
Vietnam confirmed that they traveled to fulfill their bucket list. Read more
Note(s): Asia, Vietnam; March 29 to April 7, 2023; 800 respondents; 18 years and older
Source(s): Booking.com; Milieu Insight
 Preferred travel places and activities among consumers in Vietnam as of
April 2023
Favorite travel places and activities Vietnam 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Islands and beaches 61%

City 60%

Sports and physical activities 45%

Wellness and health treatments 43%

Local culture and lifestyle 42%

History and tradition 38%

Food and dining 34%

Shopping 31%

Nature and scenery 30%

Bars and nightlife 29%

Arts and museums 23%

Tourist attractions and landmarks 19%

42 Description: According to a survey conducted in 2023, around 61 percent of respondents in Vietnam revealed that they preferred to travel to islands and beaches. Comparatively, about 60 percent of the survey respondents confirmed that cities were their favorite
travel places. Around 31 percent of the surveyed respondents preferred to go shopping while traveling. Read more
Note(s): Asia, Vietnam; March 29 to April 7, 2023; 800 respondents; 18 years and older
Source(s): Booking.com; Milieu Insight
 Preferred budget for domestic accommodation per night among
consumers in Vietnam as of April 2023 (in Vietnamese dong)
Preferred domestic accommodation budget per night Vietnam 2023

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35%

Up to 500K 15%
Budget in Vietnamese dong

500K to 1M 29%

1M to 2M 19%

2M to 4M 21%

4M and above 15%

43 Description: According to a survey conducted in 2023, around 29 percent of respondents in Vietnam said they preferred to pay between 500,000 to one million Vietnamese dong (VND) per night for domestic accommodation. Meanwhile, about 15 percent of the survey
respondents were willing to spend more than four million VND a night for their domestic accommodation. Read more
Note(s): Asia, Vietnam; March 29 to April 7, 2023; 800 respondents; 18 years and older
Source(s): Booking.com; Milieu Insight
 Most popular Asian travel destinations among consumers in Vietnam as of
January 2023
Preferred Asian travel destinations Vietnam 2023

Share of respondents
0% 5% 10% 15% 20% 25% 30%

Vietnam 24.39%
South Korea 20.53%
Japan 18.6%
Singapore 13.86%
China 8.07%
Thailand 7.54%
Hong Kong 2.11%
Philippines 0.88%
Myanmar 0.88%
Malaysia 0.53%
Laos 0.18%
Indonesia 0.18%
Others 2.28%

44 Description: According to a 2023 survey conducted in Vietnam, approximately 24.4 percent of respondents shared a preference for traveling within the country. Additionally, South Korea and Japan were the next most popular destinations, with 20.53 percent and 18.6
percent of participants indicating a preference for those countries, respectively. Read more
Note(s): Vietnam; January 2023; 1,140 respondents; 18 years and older; among respondents nationwide
Source(s): Standard Insights
 Most common concerns about traveling among tourists in Vietnam as of
January 2023
Common issue about traveling Vietnam 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Increased pricing of traveling 58.07%

Health and safety related issues 45.44%

Need to know and be aware of rules and regulations 23.86%

A too high number of the population willing to travel 9.47%

The lower number of flights and transportation available for travel 6.84%

Other 2.28%

45 Description: According to a 2023 survey conducted in Vietnam, approximately 58.1 percent of respondents expressed concerns about the escalating cost of traveling. Additionally, around 45.4 percent of participants were anxious about health and safety matters
related to travel. Read more
Note(s): Vietnam; January 2023; 1,140 respondents; 18 years and older; among respondents nationwide
Source(s): Standard Insights
 Sources

Bain & Company

Booking.com
General Statistics Office of Vietnam
Google
Milieu Insight
OECD
Rakuten Insight
Standard Insights
Statista
Statista Consumer Market Insights
Statista Mobility Market Insights
Temasek Holdings
Vietnam National Administration of Tourism
WTTC

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