Vietnamese travelers lead the Asia-Pacific region when it comes to relying on Facebook (95%) and TikTok (83%) as their main source of travel information.

Vietnamese tourists in South Korea. Photo: Hoai Nam

Klook, a website and app for booking services in Asian destinations, has found that over 80% of Asian travelers and up to 91% of Vietnamese travelers rely on content creators' recommendations and reviews when booking travel services, with video being the most popular format among Vietnamese (63%) due to its strong visual appeal.

The Travel Pulse survey was conducted in November 2023 and included 2,600 respondents across 13 markets, including Hong Kong and Taiwan (China), Singapore, Malaysia, Philippines, Thailand, Vietnam, South Korea, Japan, Australia, China, India and Indonesia.

The survey revealed that travelers are willing to increase their budget to maximize their travel experiences in 2024, allocating up to half of their budget for experiences and activities. 

Vietnamese travelers, in particular, are even more inclined to invest in experiences, with approximately 17% of respondents willing to allocate over half of their travel budget towards immersive experiences.

As an avid traveler, 28-year-old Lan Anh from Hanoi expressed her plans to spend around VND15 million (US$612) on domestic trips. She mentioned that future travel plans with friends and family will revolve around exploring nature-centric destinations such as the northern province of Ha Giang, Dalat City in the southern province of Lam Dong, and Ha Long Bay in the northern province of Quang Ninh, offering up-close and intimate experiences.

The Travel Pulse survey also found that 65% of travelers prioritize short and frequent vacations over long-haul trips. Vietnamese travelers lead the region in the demand for family travel. Three out of five respondents prioritize reconnecting with loved ones while travelling.

Nha Trang Bay in Khanh Hoa Province. Photo: H.Son

Nguyen Huy Hoang, Managing Director of Klook Vietnam, stated that these travel trends reflect the post-pandemic world, where the isolation and digitization that thrived during the pandemic now make people crave more connections than ever.

He added, as the world transitions beyond the pandemic era and Asia enters its second year of tourism recovery, we observe that adventures are taking on a new emotional form, a new language of love: the sharing of experiences. Travel has become an essential means for individuals to express affection, providing authentic connections with oneself, others, and the world around them.

The survey also indicated that in 2024, Vietnamese travelers are the most avid  travel enthusiasts in the region. About 90% of Vietnamese respondents have plans and bookings to travel between now and the second half of the year.

The Vietnamese market segment also has the highest propensity for spontaneous travel in the region, with half of respondents preferring to book local activities on arrival rather than opting for packaged tours.

Vietnamese tourists prioritize the uniqueness of travel experiences at destinations (64%) and are also the group most likely to try new things based on travel recommendations (38%) among Asia Pacific tourists, the survey found. Outdoor and nature activities, amusement parks and cultural experiences are the top choices for Vietnamese travellers to fully enjoy their holidays.