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| In the summer, visitors love to experience Tam Giang Lagoon |
Forming new trends
Observations from two recent holidays (Hung Kings’ Commemoration Day and the April 30 - May 1 holiday) clearly indicate a rise in independent travel and family group travel. Recently, data from Booking.com's 2025 Travel Predictions, one of the world's leading online travel platforms, also showed that up to 53% of Vietnamese visitors plan to travel with their families. This further highlights new travel trends that businesses and travel agencies need to pay attention to and leverage it.
In fact, the trends of independent travel and family group travel share many similarities. Independent travelers primarily book accommodation through online booking apps and arrange their own transportation and dining. However, many still opt for short-day tours to visit and experience destinations. Many individual travelers, small groups, and families are willing to join group tours to explore various destinations.
Hue's diverse range of destinations and travel experiences offers visitors many choices, forming different segments with varying travel preferences. According to a survey by the local tourism sector, visitors from big cities (Hanoi, and Ho Chi Minh City) are often family groups, young friend groups, or businesses organizing team-building trips and retreats. They typically stay in Hue for 2-3 days, focusing on holidays, Tet holiday, or summer. This segment prioritizes visiting famous tourist attractions, participating in team-building activities, enjoying local cuisine, and pose for photos at iconic landmarks such as the Huong River and Truong Tien Bridge.
Visitors from the Central region typically come to Hue for day trips or 1-2 days, mainly on weekends. They tend to spend less than visitors from the North or the South, often using basic services and not requiring high-end amenities. Popular activities include visiting the Imperial Citadel, tombs, Thien Mu Pagoda, and other attractions, as well as new trending tourist spots.
Notably, a growing segment is young travelers and groups of friends. This segment often uses online booking services and researches tourist destinations via social media. They tend to choose new “checking-in” spots following modern tourism trends, unique homestays, and participate in experiential activities like cycling around the city, enjoying Hue cuisine, or discovering special and unique cafes, and posing for photos wearing ao dai, etc. While their spending is not high, young travelers and friend groups bring vibrancy and strong influence on social media platforms during local events and festivals.
Capturing trends and preferences
A representative from Vietravel Hue Co., Ltd. shared that to capture new preferences and trends of visitors, the company surveyed to develop and renew tourism products right before the peak domestic tourist season, offering services based on tourist demand. A typical example is the expansion of cross-Vietnam programs, featuring 6 routes spanning many Vietnamese destinations, allowing customers to choose their preferred routes. Specifically, the Central region route offers a 5-day experience in Hue, Da Nang, Hoi An, and Quang Binh. In the Ancient Capital, after experiencing the heritage train route, visitors can explore heritage sites and many other tourist spots, including: Thuy Bieu (making and enjoying local cuisine with artisans), and Lan Vien Co Tich - the Huong River Ancient Pottery Museum,…
Popular summer tourism products in Hue are also being exploited, including experiential activities at Chuon Lagoon and Tam Giang Lagoon, with activities like watching the sunset, casting traps, and raking clams, etc. Additionally, a vibrant highlight this year is the Mega Booming - Hue Music Festival. Travel agencies are also incorporating tickets for this event into their tours to serve visitors.
Given the trend of more independent and family group travelers, along with requests for individual service selections, travel agencies have shifted their directions, developing and offering various services, from accommodation and entrance tickets to flights, train tickets, and dining, etc. These services are structured as all-inclusive packages or individual services.
Mr. Tran Thanh Tu, Director of Tu Tran Trading & Tourism Co., Ltd., stated that currently, customers want to visit many places. Travel agencies are also developing short-day tours, including one-day and half-day tours, allowing family groups and individual travelers to book combined tours to experience their favorite destinations.
According to Mr. Vu Van Chuong, Vice Chairman of Hue City Tourism Association, and Director of Tu Hao Viet Nam Tourism Co., Ltd., for tours lasting 4 days or more, travel agencies are also exploring the option of allocating one day for visitors to freely experience the city, visit relatives, go shopping, or go to places of their interest outside the tour program. This is a new direction in tour development, driven by tourist demand.