Vietnam Online Travel Market

Vietnam Online Travel Market Size and Share:

The Vietnam online travel market size reached USD 2.80 Billion in 2024 and is projected to reach USD 6.30 Billion by 2033, with a CAGR of 8.30% during 2025-2033. Southern Vietnam currently dominates the market, holding a significant market share of 44.3% in 2024. The rise in mobile internet penetration, expanding domestic tourism among Gen Z and millennials, growing investment in digital infrastructure by local travel platforms, and government support for smart tourism initiatives are some of the major factors encouraging travelers to plan, book, and customize trips online. This is further increasing demand for app-based services and real-time hotel and transport bookings, thereby expanding Vietnam online travel market share.

The market is primarily driven by the country's increasing internet penetration and widespread smartphone usage, which is creating a strong foundation for digital bookings. Industry reports indicate in the first eleven months of 2024, non-cash payment transactions in Vietnam increased by 56.8% in volume. Internet banking transactions increased by 50.7% in volume and 33% in value, while mobile banking recorded a notable increase of 54.5% in volume and 34.3% in value. The widespread adoption of digital payments and continual improvements in online payment infrastructure are making digital transactions more secure and convenient. Moreover, government support for tourism and e-commerce is enhancing the digital ecosystem that supports travel platforms. Furthermore, the expansion of low-cost carriers and budget accommodations is driving price-sensitive travelers toward online channels for comparison and booking.

According to Vietnam online travel market forecast, the rapid growth of domestic tourism, especially post-COVID, is pushing many travelers to seek flexible online options. Additionally, the market is benefiting from the growing influence of young, tech-savvy consumers who are increasingly turning to digital platforms to research, plan, and book their trips. Social media plays a central role in their travel decisions, with influencer-driven content shaping preferences and encouraging more spontaneous, app-based bookings. As per industry reports, nearly 69 percent of Vietnamese youth use social media platforms to discover ideas for their next destination, highlighting the strong link between social engagement and online travel activity. Apart from this, the integration of artificial intelligence (AI) and machine learning (ML) in recommendation engines is making online platforms more personalized, while multilingual and user-friendly interfaces are increasing accessibility for both domestic and inbound travelers.

Vietnam Online Travel Market Trends

Rising Internet Penetration and Mobile Device Usage

The expanding digital infrastructure is significantly contributing to Vietnam online travel industry growth. Vietnam is poised for a digital rise, with forecasts projecting 100 million internet subscribers by 2029, as per industry reports. With more individuals gaining access to the Internet, booking travel services online is becoming more convenient and accessible. Additionally, mobile-first behavior is common, especially among millennials and Gen Z, who prefer mobile apps over desktop platforms for convenience and speed. Furthermore, the popularity of mobile-based booking apps is on the rise, offering not only flight and hotel reservations but also integrated services such as e-visa applications, travel insurance, and local activity bookings. Integration with e-wallets like MoMo and ZaloPay is further enhancing user engagement. This mobile-driven ecosystem supports real-time itinerary updates, personalized offers, and localized content, helping travel companies attract tech-savvy consumers and improve customer retention through app-based loyalty programs and push notifications.

Growing Disposable Income and Middle-Class Expansion

Vietnam’s rising middle class and growing disposable income are positively impacting the Vietnam online travel market outlook. According to industry reports, Vietnam ranked 12th in average gross income among Asia Pacific countries in 2023, with per capita disposable income rising by 4.1%. As individual’s incomes increase, they have more discretionary spending, which includes leisure travel. This socioeconomic shift is encouraging more Vietnamese consumers to explore travel options beyond basic needs, focusing instead on comfort, unique experiences, and digital convenience. In addition to this, online travel agencies (OTAs) are adapting by offering premium packages, family-oriented deals, and thematic tours that cater to higher expectations. There is a growing demand for personalized travel planning, with users opting for curated experiences like eco-tourism in Da Lat, wellness retreats in Ninh Binh, or luxury beach holidays in Phu Quoc. Credit availability, EMI options, and promotional tie-ups with banks and fintech firms further enable higher-end travel to be more accessible. This change in consumer profile is pushing platforms to enhance service quality, invest in AI-driven personalization, and offer responsive customer service.

Increasing Tourist Arrivals and Interest in Local Destinations

Vietnam is witnessing a significant rebound in tourist arrivals post-pandemic, supported by eased visa policies, increased international flight connectivity, and proactive tourism campaigns. According to industry reports, Vietnam saw 1.75 Million foreign visitors in December 2024, a 27.4% increase over December 2023. Visitors from South Korea, China, and the United States led the inbound recovery, with air travel resuming to key hubs like Hanoi, Da Nang, and Ho Chi Minh City. This influx is augmenting market share, as global tourists increasingly rely on digital platforms for itinerary planning, real-time translation, transport bookings, and contactless payments. Simultaneously, one of the significant Vietnam online travel market trends is the increasing domestic travelers showing a stronger interest in exploring culturally rich, less-commercialized destinations. Apart from this, online platforms are curating thematic travel experiences like ethnic village stays, motorbike routes, and eco-friendly tours tailored for younger, adventure-driven audiences. The blend of rising foreign arrivals and a rediscovered domestic interest is fueling demand for both scalable urban tourism infrastructure and localized digital travel content.

Vietnam Online Travel Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the Vietnam online travel market, along with forecasts at the country and regional levels from 2025-2033. The market has been categorized based on booking type and platform.

Analysis by Booking Type:

• Air Ticketing
• Hotels and Packages
• Bus Ticketing
• Railway Ticketing
• Others

Air ticketing leads the market with around 40.6% of market share in 2024. Air ticketing plays a central role in the market, acting as both a primary revenue generator and a key driver of digital adoption. With growing internet penetration and increased consumer confidence in booking travel online, air ticketing is becoming the most popular service used on travel websites. The dominance of low-cost and local carriers such as VietJet and Bamboo Airways is also promoting online bookings, thereby providing price-conscious customers with competitive prices via digital channels. Furthermore, dynamic pricing models and holiday promotions appeal to a broad customer base, particularly during holidays and peak seasons. Online travel agencies (OTAs) are also gaining momentum by combining flight bookings with hotel booking and tour packages, providing convenience to users. As tourism rebounds post-pandemic, air ticketing remains a strong indicator of consumer confidence and an important gateway for travel platforms to establish long-term customer relationships in Vietnam.

Analysis by Platform:

• Desktop
• Mobile

Mobile leads the market with around 65.0% of market share in 2024. The dominance of the segment reflects the country's rapid smartphone adoption and mobile-first digital behavior. Most people access the internet on mobile phones. Therefore, travel businesses are adapting their apps and websites to provide smooth booking on smartphones. Mobile channel bookings have become a large percentage of flight, hotel, and tour reservations, particularly among younger travelers who value convenience and real-time access. Push alerts, mobile-only promotions, and payment integration are further increasing mobile usage for travel booking. Both local players and international OTAs are investing in-app features such as itinerary tracking, customer care chat, and last-minute promotions to keep users engaged. The mobile trend is also increasing personalization by analyzing user data, allowing platforms to personalize content and offers. In Vietnam’s competitive online travel landscape, a strong mobile presence is essential for customer acquisition, engagement, and retention.

Regional Analysis:

• Northern Vietnam
• Central Vietnam
• Southern Vietnam

In 2024, Southern Vietnam accounted for the largest market share of over 44.3%. The high population density, economic power, and developed tourism infrastructure are significant factors contributing to market growth in the region. Centered in Ho Chi Minh City, the region serves as a major hub for both domestic and international travel. Its connectivity through Tan Son Nhat International Airport and extensive transport networks make it a starting point for travelers exploring the Mekong Delta, Phu Quoc Island, and coastal provinces. Online bookings are also in high demand in Southern Vietnam, fueled by urban consumers with a high degree of technological knowledge and a dominant presence of travel service providers delivering mobile-friendly interfaces and digital payment systems. The focus on business tourism, tourism for leisure, and outbound tourists from this region necessitates online travel solutions that are responsive and reliable. Consequently, most travel websites focus on Southern Vietnam as part of their marketing and growth strategy, recognizing the region's influence on national travel patterns and revenue generation.

Competitive Landscape:

The online travel market in Vietnam is characterized by rapid growth fueled by increasing digitally connected young consumers. The competitive landscape is fierce, with sites competing on the basis of price-sensitive promotions, broad service coverage, and easy-to-use booking interfaces. Market participants are trying to grow beyond flights and hotels into tours, activities, and transport packages. Mobile-first tactics prevail, with applications playing a key role in customer retention and engagement. Localized customer care and payment gateway integration, particularly with e-wallets and QR-based payment systems, are also pivotal to competition. SEO and digital advertising continue to be heavily used for market visibility, while partnerships with hotels and transport providers offer exclusive inventory advantages. The market is also witnessing increased demand for eco-tourism, experiential travel, and bespoke itinerary elements, setting the bar even higher for innovation and differentiation.

The report provides a comprehensive analysis of the competitive landscape in the Vietnam online travel market with detailed profiles of all major companies.

Latest News and Developments:

• March 2025: Deks Air Vietnam partnered with Railclick to launch an online train ticket booking platform. The platform will reportedly offer convenient and secure access to global and eventually local railway services, aiming to enhance travel connectivity and foster tourism sector collaboration.
• February 2025: Vietnam launched the ‘Vietnam - Travel to Love’ tourism stimulus program to attract international visitors. It offered up to 50% discounts, free attraction entry, special airfare deals, and curated packages, in addition to a dedicated online platform and targeted digital marketing support.
• January 2025: Vietnam launched its first food travel social network, Food Travel Vietnam, offering users a platform to share culinary and travel experiences, discover destinations, and support local businesses.
• December 2024: Vietnam launched an online platform to promote rural tourism as part of its national sustainable travel strategy. The portal highlights eco-tourism, agricultural experiences, and local crafts, aiming to expand rural economies, preserve cultural heritage, and support community development.
• November 2024: Vietnam launched a new e-visa portal at thithucdientu.gov.vn to streamline entry for international travelers. Operating alongside the existing platform, the upgraded site features bilingual support and aims to reduce processing errors.

Vietnam Online Travel Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Vietnam online travel market from 2019-2033.
• The Vietnam online travel market research report provides the latest information on the market drivers, challenges, and opportunities in the regional market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key markets within each region.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Vietnam online travel industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.