Vietnam: Seasonal tourism and new experiential tours.
Vietnam's tourism industry is shifting towards seasonal tours: summer beaches, autumn golden seasons in the North, and Da Lat with its seasonal flowers; Vietnam ranks third in Asia for returning tourists.
Vietnamese travel businesses are moving away from the old "four seasons, one experience" approach, shifting towards building itineraries based on seasons and unique experiential stories. This trend helps keep products fresh, encouraging repeat visits from tourists, especially young people and families.
According to Agoda's booking data for the first six months of 2025, Vietnam ranked third among the top five Asian countries with the highest number of returning tourists, after Japan and Thailand, and ahead of Malaysia and Indonesia. Da Nang made its first appearance in the top 10 Asian cities with the highest rate of returning tourists. The National Statistics Office reported that by the end of October, Vietnam had welcomed an estimated 17 million international tourists, exceeding 60% of its annual target. The industry aims to welcome 25 million international tourists and 150 million domestic tourists in 2025.
The story of Mr. Tran Huu Cuong (60 years old, Ninh Binh) – who felt that his 5-day, 4-night Thailand itinerary was "exactly the same" as his trip 15 years ago – reflects the monotony of traditional tours. Ms. Tran Thi Bao Thu, a representative of Vietluxtour, stated that some product offerings remain "the same year after year," reducing their appeal and the number of returning customers.
Discover Vietnam by season
Summer 6-8: Beach and highland for the family
Summer is the peak season for beach and family tourism. Itineraries focus on Nha Trang, Phu Quoc, Da Nang, or cool highlands like Da Lat and Sa Pa. Instead of the typical "beach and seafood" format, products are designed around themes such as combining wellness, beach sports experiences for multi-generational families, or corporate team building, according to Mr. Pham Anh Vu, Deputy General Director of Viet Travel Company.
Autumn 9-11: Culture and Nature of Northern Vietnam
In autumn, unique experiences in Northern Vietnam come into their own: hunting for the golden rice fields in Mu Cang Chai, chasing clouds and admiring wild sunflowers in Ba Vi (Hanoi). The combination of the Northwest rice paddies and local culture helps many tours achieve a 90% occupancy rate from the moment they go on sale, according to travel agencies in Northern Vietnam.
Winter and the end of the year: snow hunting, festive atmosphere.
Winter sees a surge in snow-hunting tours and products associated with festivals like Christmas and New Year. According to Mr. Vu, 50% of his company's year-end tours were booked up in October.
Year-round: Da Lat's flowers bloom seasonally, international tours follow the rhythm of the seasons.
Even year-round destinations like Da Lat are refreshed with seasonal flower tours: wild sunflowers, jacaranda trees, cherry blossoms – each season offering a different reason to return. International tours are more distinctly divided by season: cherry blossom season, autumn foliage in Asia; year-end shopping festivals in Singapore; snow viewing and skiing in South Korea, Japan, and Europe.
Why seasonal tours are becoming popular.
Ms. Nguyen Thuy Chung, Head of Tours at Etrip4u.com, said that many companies have clearly divided their offerings into distinct phases to keep products fresh and ensure a consistent customer base year-round. This approach requires greater creativity and investment, but it is sustainable.
According to Mr. Vu, after the pandemic, travelers no longer prioritize "quickie" tours but seek unique, personalized experiences at the right time of departure. Booking.com's November 2024 announcement of 9 travel trends for 2025 shows that Millennials are changing their perspective on airport experiences, while Baby Boomers are pursuing adventurous trips; travel is seen as a way to self-discover and connect more deeply with the world.
The challenge: genuine differentiation and service quality.
The biggest challenge is creating differentiation. When many companies launch seasonal products, the focus of tours easily becomes saturated. Mr. Vu commented: "The company that can create more distinctive experiential products will attract more customers."
During peak seasons like summer and the rice harvesting season in Northern Vietnam, overcrowding drives service prices up by 30-50%, and the quality of accommodation and transportation declines. Ms. Tran Thi Bao Thu suggested that to increase competitiveness, businesses need to provide better customer service and closely coordinate with partners at destinations to ensure consistent quality.
Quick suggestions for seasonal itineraries
- Choose the right "beautiful season": summer for the beach and highlands; autumn for the golden season and wild sunflowers; winter for festivals and snow hunting; Da Lat is all about seasonal flowers.
- Book early during peak season to avoid overcrowding and price fluctuations; many popular itineraries achieve early occupancy of up to 90% upon launch.
- Working with a travel agency that provides detailed advice, products tailored to group needs (family, business), and a clear experiential story.
- Prioritize itineraries with memorable experiences rather than visiting too many places in a short period of time.
The industry's 2025 goals require moving beyond traditional tours. As Mr. Vu affirmed: "Unique products and dedicated service are the vital elements that will help Vietnam's tourism industry develop sustainably and make its mark on the international tourism map."
