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| International visitors experiencing tourism in Hue |
Short-haul trips gain popularity, early bookings rise
According to a representative of Vietravel Hue Co., Ltd., many travelers have already begun planning their holiday trips since March 2026. However, outbound trips, especially those to distant destinations, has shown signs of slowing, largely due to concerns over global instability, particularly conflicts in the Middle East. Meanwhile, short-haul outbound tours to nearby countries remain popular. Many travelers are shifting toward destinations such as Thailand, Singapore, Malaysia, and South Korea, which offer higher levels of safety and ease of travel. Notably, domestic tourism is also gaining traction. Northern destinations such as Ninh Binh and Ha Long, the Central Heritage Road including Hue, and southern destinations like Phu Quoc are all attracting strong interest.
A noteworthy trend is the expected surge in independent travel. According to Mr. Pham Ngoc, Director of Thuan Hoa Tourism Trading and Service JSC, fewer customers are booking full-package tours. Instead, they are opting to arrange trips themselves or through travel agencies for individual services such as hotels, flights, transportation, or other add-ons. Short-haul tours, particularly within nearby provinces or even within the same locality, are increasingly favored. During this holiday period, resort tourism dominate, with many travelers choosing to stay at resorts.
Mr. Doan Cong Quoc Tuan, Director of Long Ma Trading and Tourism Co., Ltd., noted that this year, customers have been proactively researching and seeking advice on holiday tours much earlier than usual. Group tours and corporate bookings have declined, while smaller groups of friends and families are on the rise. There is also strong interest in short stays, such as 2-day-1-night tours in Hue. These changes indicate a clear shift in holiday travel toward safe, flexbile, and personalized experiences.
Amid concerns over hotel room shortages, travelers are also booking accommodations earlier. According to Mr. Ho Dang Xuan Lan, Chairman of Hue Hotel Association and General Director of Parkview Hue Hotel, as of March 19th, bookings for April 30th to May 3rd had already reached approximately 80% occupancy. Bookings are made through online platforms or travel agencies. “In previous years, bookings were often made close to the travel date, but the trend has changed this year, partly because the Hung Kings’ Commemoration Day and the April 30th – May 1st holiday fall close together, allowing travelers to plan ahead,” noted Mr. Lan.
Enhancing service quality
Fluctuations in fuel prices are expected to significantly impact the tourism market. Rising fuel costs, airfare, and other input expenses, along with increased service costs during the holiday, are likely to drive up tour prices, especially for newly launched flight routes following recent increases in international route fees.
According to travel agencies, service and tour prices typically rise by 10 - 20% during peak periods such as the April 30th holiday. This year, prices may increase by 15 - 25% due to higher input costs. To attract customers, travel companies are adopting more flexible pricing policies and offering promotions for early bookings. At the same time, many are striving to honor previously committed prices, even at the expense of lower profit margins, in order to maintain credibility.
Providers are also enhancing service quality and developing products tailored to customer demand, including short-haul tours such as 3-day-2-night, 2-day-1-night, and even a day trips, as well as customizable service packages. In addition, companies are aligning their offerings with local events, festivals, and cultural programs in Hue during the holiday period, incorporating them into tour itineraries or recommending them as part of the visitor experience.
Head of Tourism sectors stated that, to strengthen Hue’s image as a safe, friendly, culturally rich, and attractive destination for both domestic and international visitors, the Department of Tourism has instructed local businesses to improve service quality. Tourist sites, hotels and restaurants are required to ensure adequate staffing, facilities, and contingency plans to serve visitors effectively. The tourism sector will also intensify inspections and coordinate with relevant authorities to address violations that could negatively affect the tourism environment.
As for hotels, many establishments are upgrading facilities and enhancing decorations ahead of the holiday. According to Mr. Ho Dang Xuan Lan, hotels are also regularly refreshing their menus, with a particular emphasis on incorporating Hue cuisine into buffet offerings.