VIETNAM EMERGING AS A MODERN EXPERIENTIAL DESTINATION FOR THE WORLD

Vietnam's tourism industry is shifting away from its former role as a regional destination to rise on the global tourism map, its appeal increasingly strengthened by diverse experiences and access to international markets.

- By Thai An

Vietnam is emerging as a fresh destination for some international travellers, driven by shifting global travel patterns and rising costs in traditional long-haul markets.

Data released in early April by Travel Agent Finder shows the country, for the first time, entered the top 10 most searched destinations in March, with Australian demand gaining notable traction.

This momentum is underpinned by Vietnam's competitive mix of diverse landscapes, rich culture, and an increasingly mature tourism offering, with direct flight times from Australia of under 10 hours providing a clear edge.

The shift is also translating into real demand. According to Expedia, Vietnam's beach destinations are leading travel trends in Asia, with Nha Trang and Danang seeing accommodation searches rise by 65 per cent on-year, while Phu Quoc recorded a 45 per cent increase, outperforming several established regional destinations.

"Nha Trang is increasingly seen by international visitors as Vietnam’s beach resort capital, thanks to its long coastline, year-round sunshine, and clean air. These are qualities long associated with Mediterranean destinations favoured by Australian travellers," said Sarah King, a representative of Expedia.

Many other destinations in Vietnam have also been consistently honoured on international rankings in 2026. In early April, Sapa was honoured on a list of over 50 of the most beautiful towns in the world by international travel magazine Condé Nast Traveller, thanks to its impressive natural beauty and unique cultural atmosphere.