Vietnamese travel trends and Da Nang tourism initiatives

Data from Agoda’s 2026 Travel Outlook Report indicates that Vietnamese travelers are prioritizing coastal cities and Asian urban hubs for summer and National Day holidays. Domestically, Da Nang is the most searched destination, followed by Nha Trang, Da Lat, Vung Tau, and Ho Chi Minh City. Internationally, Bangkok is the top searched destination, followed by Seoul, Singapore, Tokyo, and Bali. Culinary experiences are a significant motivator, cited by 35% of travelers. Reflecting these trends, travel accounts from August 2026 document multi-generational family trips through these specific locations, including visits to Ba Na Hills in Da Nang and various dining and shopping sites in Bangkok, such as IconSiam and Tsuru Udon. Further travel accounts from mid-to-late August expand on regional sightseeing. In Thailand, visitors have documented summer trips to Bangkok involving Lumpini Park, Chulalongkorn University, and the street art of Talat Noi. In Japan, travelers have reported on seasonal conditions and nature activities, noting that lavender blooms in Chiba had concluded by late July, while birdwatching groups in Ibaraki documented species such as swans and ducks. Other documented activities include exploring Kyoto’s Shimogamo Shrine and Kamo River, as well as religious pilgrimages to Assisi, Italy. By late August, tourism patterns show further shifts driven by digital transformation. The Vietnam National Authority of Tourism has updated its official website, vietnam.travel, to emphasize experience-based content such as culture, nature, and wellness. Regarding the upcoming National Day holiday (August 29 to September 2), Da Nang remains the top domestic search for Vietnamese travelers, with coastal spots like Phan Thiet and Phu Quoc also maintaining popularity. Additionally, Da Nang has become a primary destination for Thai travelers seeking long-term stays of 30 nights or more. This is linked to the rise of ‘bleisure’ travel, where remote work is combined with leisure.