Vietnam gains popularity as Asia Pacific travelers prioritize familiarity, flexibility: Visa report

06/25/2026

Visa’s 2026 Global Travel Intentions study shows travelers are becoming more deliberate – choosing closer destinations, planning with greater intent, and relying on seamless digital payments to navigate uncertainty

 

 

Vietnam is emerging as an increasingly attractive destination for Asia Pacific travelers, as more prioritize familiarity, practicality, and flexibility in an evolving global environment, according to Visa’s 2026 Global Travel Intentions (GTI) study.

Drawing on insights from more than 47,000 respondents globally, surveying over 17,000 across Asia Pacific, including more than 1,000 Vietnamese respondents, the study shows that while travel demand remains strong, behavior is shifting. Travelers are becoming more intentional – favoring trusted destinations closer to home, planning with greater care, and placing greater importance on ease, security, and confidence throughout the journey, including how they pay.

This shift is evident in Vietnam’s strong tourism growth trajectory. The Viet Nam National Authority of Tourism (VNAT) reported 10.6 million international arrivals1 in the first five months of 2026 – the highest on record for the period and already 42% of its 25 million full-year target.

Regional travel patterns are reinforcing this momentum. As travelers opt for short-haul trips that offer value and ease of access, destinations like Vietnam are benefiting from stronger intra-regional flows.

At the same time, the recovery of Chinese outbound travel is expected to further accelerate demand, with Vietnam forecast to rank among the top three destinations for Chinese travelers this year, alongside South Korea and Thailand. With Chinese outbound traveler numbers projected to reach 165 to 175 million in 20262, this shift presents a significant opportunity for Vietnam to capture a larger share of regional travel demand.

Policy measures are also supporting this growth. Vietnam’s expansion of its e-visa program to allow stays of up to 90 days3 for travelers of all nationalities is enabling more flexible trip planning and longer stays across multiple destinations.

Familiar destinations preferred, but experiences shape the journey

Across Asia Pacific, travelers are gravitating towards destinations that offer familiarity, convenience, and confidence – particularly as global conditions remain dynamic.

According to the GTI study:

  • 63% of respondents travelled within Asia Pacific, significantly ahead of travel to Central Europe, the Middle East and Africa (16%), Europe (13%), and North America (6%).
  • Among Vietnamese travelers, Japan remains the most visited destination (18%), followed by Thailand at 12%, Mainland China at 10%, South Korea at 9%, and Hong Kong at 7%.
  • Looking ahead, Vietnamese travelers continue to show strong interest in Japan, with 26% of travelers planning visits to Japan in the next 12 months.

Within this broader shift, travelers are also placing greater emphasis on meaningful and immersive experiences:

  • 37% plan trips around local experiences such as food and culture – well above the global average of 29%.
  • One in four travelers are motivated by major live entertainment and sporting events such as the FIFA World Cup 2026™, Formula 1™*, and K-Pop.

In Vietnam, this is reflected in rising demand for food-led travel, heritage exploration, and locally rooted experiences4. Travelers are increasingly seeking food tours, cultural districts, and destinations beyond major hubs – including coastal cities such as Da Nang and Nha Trang, alongside Hanoi and Ho Chi Minh City. As the Official Partner of the MICHELIN Guide 2026 in Vietnam, Visa continues to support the country’s vibrant dining scene through affluent dining propositions and strategic partnerships that connect cardholders to memorable culinary experiences.

With more spontaneous exploration at the destination, how travelers pay becomes an enabler of these experiences. Widely accepted, secure digital payments allow visitors to engage more freely with local businesses – from small eateries and markets to cultural attractions – without the friction of cash dependency.

Planning becomes more deliberate, with payments central to confidence

As travelers become more intentional, planning has become more structured and informed. Beyond flights and accommodation, travelers are increasingly assessing insurance, visa requirements, and local conditions before departure.

Digital tools are playing a growing role in this process. Nearly half (49%) of respondents use AI to discover destinations and ideas, while others use it to curate reviews (41%) and identify local experiences (35%). Vietnamese travelers ranked the highest in Asia Pacific in saying they were very likely to use AI to plan their next trip5.

According to the GTI study, payment considerations are also a key part of pre-trip planning for Vietnamese travelers:

  • Card acceptance is the top concern for 30% of travelers.
  • Security follows at 25%.

These priorities highlight the growing expectation for seamless, reliable payment experiences across every stage of travel – from booking and reservations to everyday spending abroad.

In markets like Vietnam, where digital payments adoption continues to expand across urban centers and tourism hubs, this is helping travelers plan with greater certainty. The ability to pay seamlessly and securely – whether through cards or mobile wallets – reduces friction, supports informed decision-making, and enables smoother experiences across the journey.

Overall, 73% of Asia Pacific travelers bring cards or mobile wallets when travelling, reinforcing their role as essential travel companions.

Structured planning meets flexibility on the ground

While travelers are locking in key elements of their trips earlier, they are deliberately leaving room for flexibility once they arrive.

  • 79% book accommodations in advance.
  • Only 51% book experiences ahead of time.
  • 72% of dining decisions and 65% of transport choices are made in-destination.

This balance reflects a shift toward more adaptable travel, where structure provides reassurance while flexibility allows for spontaneity and discovery.

“The latest Global Travel Intentions study shows that travel across Asia Pacific is evolving. Travelers are becoming more intentional in how they choose destinations, plan their journeys, and spend. As they seek both familiarity and flexibility, seamless and secure payments play an increasingly important role – helping travelers move with confidence while supporting destinations like Vietnam in delivering more connected and rewarding experiences,” said Danielle Jin, Chief Marketing Officer at Visa Asia Pacific.

To support more seamless travel experiences from planning through to in-destination discovery, Visa Destinations offers a mobile-first platform that brings together curated travel, dining, shopping, and cultural experiences in one place. With nine must-visit destinations already launched – including Dubai, Italy, London, Paris, Thailand, New York, Mexico, Miami, and San Francisco – and two more to come, Singapore and Toronto, the platform enables cardholders to easily discover and redeem relevant offers along their journey, helping travelers navigate their trips with greater convenience and confidence. Visa Infinite cardholders also benefit from additional privileges that enhance their overall travel experience.

To access the full Global Travel Intentions study or explore partnership opportunities, contact Visa’s Asia Pacific Marketing – Strategy, Insights and Analytics team at APInsights&[email protected].

* Formula 1 is a registered trademark owned by Formula One Licensing B.V.

 

1 “Vietnam welcomes 10.6 million international visitors, the highest on record”, Jun 4, 2026. 

2 “Thailand, Vietnam, Russia Lead China’s 2026 Travel Boom; Japan Faces Decline”, Jan 13, 2026. Travel Trade Today. 

3 Ministry of Public Security Immigration Department. E-Visa Website. 

4 “Agoda 2026 Travel Outlook Report”. November 25, 2025. 

5 “Agoda 2026 Travel Outlook Report”.

 

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