Vietnam has made a striking debut in the top five most searched Asian destinations by European tourists for the summer of 2025, according to data released by the digital travel platform Agoda. This milestone marks a significant moment for Vietnam, highlighting its rising allure on the Asian tourism map during the peak travel season of July and August.
The annual Agoda report, titled "Summer Travel Trends from Europe to Asia," compiles accommodation search data during these two months, capturing the preferences of European travelers as they plan their summer escapes. Leading the pack remains Thailand, followed closely by Indonesia, Japan, Malaysia, and then Vietnam, which appears for the first time in this prestigious lineup.
Vietnam's newfound popularity among European tourists is underpinned by several factors. The country’s stunning natural landscapes, rich cultural heritage, and increasingly convenient travel infrastructure have all played crucial roles. Mr. Vu Ngoc Lam, Country Director for Agoda Vietnam, remarked, "Vietnam's presence in the top summer destinations in Asia favored by European tourists demonstrates its strong appeal due to natural landscapes, cultural identity, and increasingly convenient travel options." He further observed that the growing interest in destinations like Malaysia, China, and Sri Lanka reflects European travelers’ desire to explore local cultures and unearth hidden gems across Asia.
The surge in searches for Vietnam comes from a diverse range of European countries. France, the United Kingdom, Germany, Russia, and Norway top the list of nations with the highest volume of travel inquiries to Vietnam this summer. Notably, Russia and Norway have replaced the Netherlands and Spain in this ranking, a shift attributed to the introduction of direct flights between Russia and Vietnam and recent visa exemption policies for citizens of these two Northern European countries.
Moreover, Vietnam is capturing the attention of emerging European markets with remarkable growth rates. Hungary's search volume for Vietnam has soared by 320% compared to the same period last year, followed by Turkey at 288% and Poland at 153%. These figures underscore Vietnam's expanding appeal across the European continent, extending beyond traditional markets.
Within Vietnam, the cities of Da Nang, Ho Chi Minh City, and Hanoi have emerged as the most favored destinations among European tourists this summer. The blend of pristine coastal environments and vibrant urban life offers a compelling contrast that appeals to a broad spectrum of travelers. Da Nang’s inviting beaches, Ho Chi Minh City’s dynamic energy, and Hanoi’s cultural richness with its historic Old Quarter provide unique experiences that continue to captivate visitors.
Travel agencies have also reported a tangible uptick in European tourists booking trips to Vietnam. Ms. Tran Thi Bao Thu, Marketing and Communications Director at Vietluxtour, noted a 25% increase in European travelers compared to the previous year, with many opting for cross-country tours and stays at 3- to 4-star beach resorts. While Vietnam's summer is traditionally not the peak season for European visitors—who generally prefer the October to April window—industry insiders like Mr. Pham Anh Vu, Deputy General Director of Viet Travel, are optimistic about the positive trends, particularly from established markets such as France and Germany.
Beyond Vietnam, the broader Asian region is also witnessing shifts in travel interest. Malaysia recorded the highest growth in search volume from Europe, up 20% from last year, while China experienced a 14% increase, boosted by visa exemption policies for certain European countries. Sri Lanka followed with a 13% rise, indicating a broader trend of European travelers seeking diverse and culturally rich Asian destinations during the summer months.
When it comes to specific hotspots, Bali in Indonesia maintains its position as the top destination for European tourists. Bangkok and Koh Samui in Thailand follow closely behind. Interestingly, Koh Samui has climbed into the top three, overtaking Tokyo, largely due to the global popularity of the HBO series "The White Lotus," which was filmed on this picturesque island. This example highlights the growing influence of media and popular culture on travel choices.
Vietnam’s rise in the rankings is a testament to its evolving tourism landscape. Investments in infrastructure, streamlined visa policies, and a commitment to enhancing visitor experiences have all contributed to making Vietnam an increasingly accessible and attractive destination. As European travelers seek new adventures and cultural immersion, Vietnam’s diverse offerings—from tranquil beaches and bustling cities to historic sites and natural wonders—position it as a compelling choice for summer vacations.
With the summer of 2025 underway, Vietnam’s debut in Agoda’s top five most searched Asian destinations signals a promising future for the country’s tourism sector. It reflects not only the nation’s growing global appeal but also a shift in European travel patterns, embracing Asia’s rich tapestry of experiences during the peak holiday season.
