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| Young tourists experiencing paddleboarding on Tam Giang Lagoon |
A small market with great potential
After observing recent holidays, it is easy to witness a clear trend that a large number of young tourists are flocking to Hue. In addition to taking check-in photos at tourist spots, they also spend time exploring the local culture, experiencing the rhythm of life in the ancient capital, and sharing their impressions of Hue on social media. Thai Viet Hoang (25 years old, from Ho Chi Minh City) shared: “My friends and I really enjoy travel experiences. We’re no longer limited to just one or two planned trips a year. Whenever we have time, we just grab our backpacks and our trips start”.
The current trends and landscape of tourism are undergoing significant changes. Three years ago, in the framework of the seminar “Youth Tourism Trends and Solutions to Attract Young Travelers in Vietnam”, a representative from the Institute for Tourism Development Research pointed out that traditionally, tourists were mostly middle-aged individuals with stable incomes and ample free time. However, with the global boom in travel, combined with the energy and dynamism of youth and the overall improvement in socio-economic conditions and living standards, the demand for travel among young people has grown considerably. Today, the youth segment is considered a vital market that the tourism industry and businesses should focus on.
In reality, there has not been much in-depth research to develop appropriate policies for effectively tapping into and nurturing this market. Tourism businesses have yet to place significant focus on designing specific products tailored for young travelers. Research across various travel companies shows that most are still offering general tourism products and services aimed at various range of age groups. The catering to multiple age groups within the same tours and itineraries allows them to attract a wider customer base, it also makes it difficult to specialize their offerings in a way that leaves a lasting impression or appeals strongly to young tourists.
A leader of a travel company shared that the young traveler segment is considered a niche market. The types of tourism currently most favored by young people include adventure travel, experiential tourism, self-guided trips, team-building tours, backpacking, and cross-country journeys. However, due to their preference for independent travel and typically lower spending levels, few businesses have developed dedicated products specifically for this market segment.
Currently, travel trends are shifting significantly. According to a representative from the Department of Tourism, young travelers represent a growing market segment. They often use online booking services and explore destinations through social media. Their preferences lean toward trendy “check-in” spots, unique homestays, and engaging experiences such as biking around the city, enjoying Hue’s cuisine, discovering quirky cafes, or taking photos in traditional ao dai. Although this segment’s spending is not particularly high, they bring vibrancy and strong influence on social media, especially during local events and festivals.
Researching for exploitation
At the Hue Tourism Promotion and Networking Conference (September 2024), Mr. Dao Trong Tung, General Director of Vietnam Tourism Corporation - Hanoi, remarked that young people are now the ones setting the trends. He explained: “Just look at Hai Phong. Its culinary scene is not as famous as Hue’s, yet every weekend, thousands of young people take the train from Hanoi to Hai Phong mainly to eat and have fun”. He emphasized that Hue should focus on developing tourism products specifically tailored for the younger generation.
The mindset and travel purposes of young tourists differ significantly from other segments. Young travelers are less focused on spending money on conventional tourism services. Instead, they seek emotional fulfillment and physically engaging experiences, enjoy discovering new things, and love capturing beautiful moments. These travel trends among young people provide a foundation for the tourism industry and businesses to study and develop products that cater specifically to their preferences.
Mr. Tran Thanh Tu, Vice President of Hue City Travel Association and Director of Tu Tran Trading & Tourism Co., Ltd., stated that the needs of young tourists are quite distinct, so any effort to tap into this market and develop suitable products requires thorough research. One of the directions favored by young travelers is music tourism, particularly events that feature performances by popular youth idols. In addition, services linked to check-in spots, team-building programs, and emerging youth trends can also be effectively explored.
According to experts, to further stimulate the travel demand of young tourists, it is essential to develop a diverse range of tourism products that align with their preferences. Young travelers pay much attention to the price, so businesses need appropriate stimulus strategies that create a value chain of tourism services and enhance experiences to encourage spending, increase retention, and attract repeat visits. In addition, rather than choosing all-inclusive tour packages, many young travel enthusiasts prefer to design their own itineraries, select destinations, and book services with the aid of technology. This trend calls for a strong digital transformation in the tourism industry and among businesses in terms of operations and management. It also requires more active marketing and communication through social media platforms, as well as enhancing digital experiences throughout the travel journey of young tourists.