As the summer of 2025 unfolds, Vietnam's domestic tourism sector is buzzing with renewed energy and fresh trends, captivating travelers with a blend of traditional beach escapes and emerging green tourism experiences. From the bustling shores of Da Nang and Nha Trang to the serene waterways of Can Tho and the rugged mountains of the north, the nation's diverse landscapes are drawing visitors eager to explore, relax, and reconnect with nature and culture.
Data from Booking.com highlights a clear preference among Vietnamese families this summer: 61% are choosing coastal destinations, while 59% are inclined towards nature exploration and city tours. This dual trend underscores a broadening of interests, with popular spots like Ha Long Bay, Cat Ba Island, Sam Son, Da Nang, Nha Trang, Phu Quoc, and Vung Tau leading the charge. Travel agencies such as Vietravel, VietSense Travel, BestPrice Travel, and Saigontourist are responding with enticing promotional packages, anticipating a 15-20% increase in summer visitors compared to 2024.
Da Nang is particularly in the spotlight, hosting the International Fireworks Festival from late May to mid-July under the vibrant theme "Da Nang - A New Era." The city plans an impressive lineup of 20 events, including eight major activities and 12 connecting events. These range from the fireworks festival itself to cultural celebrations linking Vietnam with ASEAN, Japan, and South Korea, alongside sporting events like the IRONMAN triathlon and an Asian film festival. Local resident Trần Ngọc Hà from Lạng Sơn shares her enthusiasm: despite frequent visits, each trip offers fresh experiences, thanks to Da Nang's welcoming people and diverse attractions.
Meanwhile, Nha Trang is gearing up for its Sea Festival 2025, promising over 30 events encompassing arts, sea sports, culinary fairs, and island tours. Further south, Quy Nhơn emerges as a rising star with rapid development in beach, ecological, and cultural tourism. Its culinary tours, historical sites, and the "Return to Võ Land" train journeys are increasingly popular among travelers seeking authentic experiences.
Phu Quoc maintains its status as a premier destination, evolving along three key trends: luxury resorts, green tourism, and personalized experiences. According to Đào Thị Kim Lan of Royal Travel, visitors are increasingly drawn not only to the island's natural beauty and seafood but also to wellness and energy restoration activities tailored to individual preferences.
Beyond the coastline, the Mekong Delta's provinces like Can Tho, An Giang, Dong Thap, and Ca Mau offer rich ecological and cultural tourism. Can Tho, in particular, is championing "green tourism" with the motto "Green experience – Quality Summer Touch." Since its opening in 2015, Con Son Island has retained its rustic charm and lush greenery despite high visitor numbers. Tourists can engage in environmentally conscious activities such as sorting plastic bottles to craft boats, composting fruit peels for organic fertilizer, and planting trees to maintain the island's fresh air.
Mr. Lý Văn Bon, owner of the Bay Bon fish raft on the Hau River, combines aquaculture with tourism, showcasing rare fish species and promoting ecological awareness. He reflects, "Before, things were quite simple, but since integrating tourism with fish rafts, fruit gardens, traditional cakes, flying snakehead fish shows, frog acrobatics, homestays, and camping, visitors come more often and want to return." This holistic approach exemplifies the growing trend towards sustainable tourism experiences.
The World Travel & Tourism Council forecasts a strong rise in "green tourism," "sustainable experiences," and "personalized itineraries" for Summer 2025. Reflecting this, Can Tho's travel companies are adopting eco-friendly practices such as reducing waste, using biodegradable trash bags, and minimizing plastic bottle usage. Vietravel Can Tho's director, Lê Đình Minh Thy, emphasizes, "We want to bring green quality into every tour. For example, we reduce environmental waste and spread messages about nature protection. We also transition to eco-friendly materials in our tours to ensure sustainability."
Can Tho's Department of Culture, Sports and Tourism Deputy Director, Đào Thị Thanh Thúy, notes that summer is the peak season for ecological tourism in the region. She highlights a cooperative initiative among Ho Chi Minh City and Mekong Delta provinces focusing on "Sustainable Tourism and Net Zero Goal" for the latter half of 2025. This collaboration fosters innovative programs, including dedicated promotional websites, creative itineraries, and environmentally conscious dining experiences. Accommodation providers are offering discounts ranging from 20-30%, while tour operators craft engaging summer journeys to attract visitors.
Tourists like Duy Tân from Sóc Trăng appreciate these efforts, remarking, "This summer, with so many promotional tours available, I chose a short relaxation trip. The generous discounts will certainly help tourism grow." This sentiment echoes a broader shift in travel behavior across Vietnam.
In the northern mountains, provinces such as Cao Bằng, Hà Giang, Lào Cai, and Sơn La have become increasingly accessible thanks to improved infrastructure and upgraded lodging options. Trekking tours and cultural immersion experiences with ethnic minorities like the Dao, H’Mông, and Tày communities offer travelers a chance to delve into traditional crafts, music, dance, and cuisine. Trần Thanh Huyền from Hà Nam shares her family's plans to visit Lào Cai, expressing a desire to savor the peaceful rhythm of Sapa, explore Cat Cat village, and conquer Fansipan peak. She describes the local villages as "miniature worlds preserving traditional cultural beauty, with meticulous embroidery, folk songs, musical instruments, dances, and native dishes that endlessly attract tourists." Affordable three-night tours by night train or bus range from 2 to 3 million VND per person, making these experiences accessible to many.
Alongside these diverse destinations, the way Vietnamese travelers plan and experience their trips is evolving rapidly. The era of relying solely on package tours is giving way to independent travel, online bookings, and highly personalized itineraries. Travel companies are embracing new media platforms like TikTok and YouTube, leveraging influencers (KOLs and KOCs) to reach wider audiences. They also provide flexible service packages and advise customers on avoiding overcrowded spots to enhance quality experiences.
This shift aligns with a broader cultural movement from "traveling a lot and seeing quickly" to "deep experiences and slow living." Tourists increasingly seek meaningful connections with local life, sustainable practices, and nature-friendly accommodations like homestays. Technology plays a pivotal role here; a smartphone can now substitute for a traditional travel agent, enabling travelers to research, compare prices, and book services efficiently, saving time and money.
Vietnam's tourism industry stands at an exciting crossroads. The growing demand for green, personalized, and culturally rich experiences challenges businesses and destinations to innovate and adapt. This summer's trends reveal a maturing market that values quality over quantity, sustainability over mass consumption, and authenticity over superficial sightseeing. As the nation balances vibrant beach festivals with tranquil ecological tours, it offers a rich tapestry of options that promise unforgettable journeys for every kind of traveler.
