Vietnam’s tourism industry is entering an exciting new chapter, driven by the dynamic preferences of Generation Z. Unlike previous generations who sought traditional sightseeing trips, Gen Z travelers crave experiences that blend adventure, culture, and sustainability. Their influence has reshaped the nation’s tourism sector, placing an emphasis on personalized itineraries, flexible travel, and authentic cultural immersion.
With a strong desire for unique getaways, young travelers are rejecting the conventional “see-it-all” packages and embracing journeys that allow them to live like locals, explore hidden gems, and contribute positively to the communities they visit. This movement has triggered an unprecedented boom across Vietnam, creating ripple effects that extend from economic growth to job creation and infrastructure development.
Experiential Travel Takes Center Stage
Recent studies and reports from Vietnam’s tourism authorities show that more than 65% of Gen Z travelers prefer short, flexible trips ranging from two to five days. These journeys are not just about ticking destinations off a list but about combining thrill-seeking adventures with moments of relaxation and cultural connection.
Destinations such as Pu Luong in Thanh Hoa, Ly Son in Quang Ngai, Ta Xua in Son La, and the Tra Su cajuput forest in An Giang have surged in popularity among this demographic. Here, travelers can engage in everything from cycling tours and cultural retreats to eco-friendly glamping and homestays. Volunteer tourism, community-based projects, and “workations” are also redefining how young people blend career, leisure, and exploration.
Economic Boost Through Tourism Exports
The shift toward experiential tourism is not just transforming travel experiences—it’s fueling Vietnam’s economy. According to government statistics, tourism service exports reached USD 7.62 billion in the first half of the year, representing more than half of the nation’s total service exports. This impressive growth highlights how tourism is becoming a cornerstone of Vietnam’s economic stability.
Cities like Hanoi, Ho Chi Minh City, Da Nang, and Khanh Hoa are reaping the rewards of this boom, with hotel occupancy rates exceeding 70% during weekends. Large-scale events such as the Da Nang International Fireworks Festival 2025, Hanoi’s vibrant street festivals, and celebrations marking the 50th anniversary of national reunification have drawn millions of tourists, further boosting revenues and global visibility.
Job Creation and Sustainable Growth
The tourism boom has created an unprecedented surge in employment opportunities. Reports from the JobsGO recruitment platform reveal a 139.5% increase in tourism-related hiring during the first half of the year. Hanoi alone experienced a staggering 474.5% rise in job openings, while Ho Chi Minh City reported a 125.7% increase.
This growth has expanded beyond hotels and tour operators. Demand for professionals in hospitality management, customer service, event organization, and digital marketing has skyrocketed, signaling tourism’s broader impact on Vietnam’s service-driven economy. Importantly, this boom supports sustainable community development by generating local employment and encouraging investment in rural destinations.
Sustainability and Cultural Preservation
While the rise of Gen Z tourism presents vast opportunities, it also brings challenges in maintaining sustainability and cultural integrity. Vietnam’s National Tourism Advisory Council emphasizes the importance of fostering regional linkages and curating unique experiences that remain authentic to local traditions.
Travelers are increasingly drawn to cultural festivals, local cuisine tours, and eco-adventures that highlight Vietnam’s natural beauty and heritage. Maintaining originality in these offerings is key, as younger tourists value authenticity over commercialized attractions. Digital transformation, including social media campaigns, influencer collaborations, and online travel platforms, is playing a pivotal role in promoting lesser-known destinations to global audiences.
Investing in the Future of Tourism
Experts believe that Vietnam’s long-term success in tourism depends on investment in youth training and skills development. Enhancing foreign language proficiency, customer service skills, and digital literacy will ensure that Vietnam’s tourism workforce remains competitive in the global market. Additionally, improving infrastructure in emerging tourist areas and strengthening sustainability measures will help balance growth with preservation.
As the demand for adventure-filled, authentic, and flexible travel continues to rise, Vietnam stands at the forefront of a global tourism shift. With Generation Z leading the charge, the country is not only redefining its tourism identity but also carving out a stronger position in the international travel arena.
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