The Irresistible Appeal of Vietnam: A Golden Destination on the Global Tourism Map

During the first five months of 2026, accommodation searches from Chinese travelers to Vietnam surged by 164% year-on-year. This surge represents the fastest growth rate among all international markets visiting Vietnam during this period.

Notably, Mr. Vu Ngoc Lam, Country Director for Vietnam at Agoda, shared deeper insights. He stated that outside of China, the top five fastest-growing international markets include Indonesia, Philippines, Thailand, and Poland.

Agoda compiled these results based on accommodation search data from its top 10 largest international markets. The tracking period ran from January 1 to May 31, 2026.

Vietnam: The “Golden Destination”

Vietnam’s appeal extends far beyond China. The country offers a harmonious mix of modern urban life, deep cultural heritage, and majestic nature. Travelers can easily explore everything from dense mountain forests to sunny islands.

Interest from Southeast Asian travelers has also grown significantly. Compared to the same period in 2025, searches during the first five months of 2026 from Indonesia rose by 86%. The Philippines followed closely at 82%, while Thailand saw a 65% increase.

Hoa Lo Prison Relic – a historic “red address” attracting international tourists in the heart of the capital. (Photo: Thanh Tung/TTXVN)

Three Southeast Asian nations made the top five, while Myanmar and Malaysia joined the top 10. This data proves that Vietnam is becoming a “golden destination” in the region due to its highly accessible geographic location.

Mr. Vu Ngoc Lam noted that specific local food tours, heritage journeys, urban shopping experiences, and sunny beach vacations act as powerful magnets. These factors create an irresistible pull for neighboring tourists.

Poland stands out as the sole European representative in the top 10. The country recorded an impressive 63% growth in searches. Experts attribute this boost to Vietnam’s visa exemption policy for Polish citizens, which took effect in 2025. Removing visa barriers paved the way for Eastern European tourists to explore Vietnam easily, driving strong market interest.

Vietnam’s tourism appeal is also spreading to new markets. These span across South Asia, the Middle East, Southeast Asia, and Oceania. The remaining top 10 spots include India, Qatar, Myanmar, Malaysia, and New Zealand.

Indian tourists visit Independence Palace in Ho Chi Minh City. (Photo: CTV/Vietnam+)

The Main Hubs Attracting Foreign Visitors

Hanoi, Da Nang, and Ho Chi Minh City firmly hold the top three spots for the most searched destinations in Vietnam. These major tourism gateways offer unique lenses into the country. Each city treats global travelers to distinct cultural experiences, beautiful landscapes, and vibrant urban energy.

The capital city of Hanoi enchants visitors with its ancient Old Quarter. It features tree-lined streets by the lakes and a rich culinary heritage. Moving to the central region, Da Nang charms tourists with the relaxed lifestyle of a highly livable coastal city. It is famous for fine white sands, the iconic Dragon Bridge, and the Ba Na Hills complex. Furthermore, it serves as a convenient hub connecting travelers to nearby heritage sites like Hue and Hoi An.

Meanwhile, Ho Chi Minh City embodies the dynamic, liberal spirit of the southern region. This modern megacity captivates tourists with its exciting culinary scene, bustling nightlife, and busy shopping havens. It beautifully blends historical values with contemporary life.

For travelers from India and Poland, Phu Quoc is the most searched destination. The island’s popularity highlights the rise of beach vacations in Vietnam. Here, visitors can immerse themselves in pristine nature, enjoy world-class resorts, and experience true relaxation.

Hoi An is one of the most attractive destinations for international tourists when exploring Da Nang. (Photo: VnEconomy)

Mr. Vu Ngoc Lam shared: “The booming wave of searches from international markets confirms Vietnam’s comprehensive appeal to regional and global travelers. With a diverse tourism ecosystem ranging from modern cities and ancient culture to majestic landscapes, Vietnam easily satisfies every travel need.”