Vietnamese Tourists Prioritize Experiences Over Price for Overseas Tours

As the number of Vietnamese outbound tourists continues to rise, the criteria for choosing overseas tour packages are evolving. While price was once the primary consideration, travelers are now placing greater emphasis on the overall service quality, including detailed itineraries, hotel standards, airlines, meals, on-site experiences, visa support, and the travel agency's ability to handle unforeseen situations. According to the General Statistics Office of Vietnam, the number of Vietnamese outbound travelers is projected to reach 6.7 million in 2025, a 26.4% increase from the previous year. Destinations are also diversifying, moving beyond familiar regional choices to include longer, multi-country itineraries and culturally rich locations. Tu Quynh from Ho Chi Minh City notes that her family no longer selects tours solely based on visiting numerous places. For family trips, she prioritizes manageable schedules, conveniently located hotels, and opportunities for authentic experiences, stating she is willing to pay more for tours that offer clear services and reliable support when needed. This shift in demand has ushered in a new phase of competition in the overseas tour market. A representative from Transviet explains that travel businesses are increasingly focusing on enhancing operational capabilities, controlling service quality, and strengthening customer support throughout the journey, rather than just creating packed itineraries and offering attractive prices. The needs of outbound travelers are becoming more diverse. Younger travelers prefer new experiences and authentic local activities, multi-generational families look for relaxed itineraries, comfortable accommodations, and suitable meals, while middle-aged and older tourists tend to opt for resort stays, wellness trips, or spiritual journeys. Consequently, tour planning now requires balancing sightseeing, relaxation, cultural immersion, and travel time to suit different customer segments. Asian destinations continue to dominate due to their proximity, reasonable costs, and favorable entry policies. Thailand and Singapore are suitable for short breaks and for young groups or families seeking a change of scenery without extensive preparation. Meanwhile, Japan, South Korea, and Taiwan attract travelers seeking deeper cultural immersion. Beyond iconic landmarks, there is growing interest in seasonal activities, cultural workshops, local cuisine, festivals, traditional craft villages, and more leisurely paced journeys. Given that international trips can cost tens or hundreds of millions of Vietnamese dong for a family, many customers prioritize companies with extensive experience, transparent information, and clear support systems. Risks in overseas travel can range from visa application issues, flight changes, weather disruptions, entry policy shifts, peak season service overload, to travelers' health concerns. Therefore, a travel agency's competence is measured not only in tour sales but also in its preparation, operational management, and ability to handle emergent situations. Concurrently, the trend of green and sustainable tourism is gaining traction. Travelers are increasingly choosing activities that connect them with nature, respect local cultures, and foster interaction with local communities. This necessitates tour operators designing itineraries with greater depth, moving beyond merely maximizing the number of attractions. A Transviet representative emphasizes that the market is transitioning from 'buying a tour package' to 'purchasing peace of mind for the entire journey.' This requires travel companies to invest more in their consulting and operational teams, overseas partner networks, and customer care processes before, during, and after trips. Established in 1996, TransViet was recognized as one of Vietnam's top 10 travel companies in 2025 by Vietnam Report. It currently offers a wide range of international tour products, from Northeast and Southeast Asia, China, to Europe, the US, Australia, and custom seasonal tours.