Vietnamese travelers are reshaping norms of age, gender, and personal identity, creating new directions for the tourism industry in 2025.
2 male international tourists “hunt” for sunset in Vung Tau. Photo: Linh Huynh.
“Vietnamese travelers are rewriting the travel playbook for 2025,” said Varun Grover, Country Director of Booking.com Vietnam, at the 2025 Travel Trends Predictions event on November 28.
According to the annual report from the online booking platform, Vietnamese tourists are moving beyond traditional leisure travel, aiming to redefine how they experience and connect with the world.
Travel is increasingly seen as a tool for sustainable and long-term personal growth, with Vietnamese tourists seeking rare experiences and breaking free from conventional norms. Many are turning to AI to innovate their itineraries, with 79% of respondents using technology to discover unique, lesser-known destinations and 33% already leveraging real-time AI-powered apps.
53% of tourists said they would visit second-hand stores during their vacation. Photo: Phuong Lam.
To keep these exclusive destinations, 27% of Vietnamese travelers said they avoid tagging locations on social media, hoping to prevent an influx of visitors. In this context, technology plays a vital role in uncovering alternative destinations and reducing overcrowding at popular tourist spots.
Societal norms and expectations about gender are also evolving, evolving travel trends. “Boyz II Zen” vacations—getaways focused on men’s wellness and personal development—are predicted to gain traction in 2025.
According to Booking.com, most male travelers aim to escape daily pressures (49%), rest and recharge (58%), engage in mental wellness activities (48%), and foster self-improvement (46%).
Building new friendships and strengthening old ones is also a priority, with 34% looking to improve their relationship-building skills, 27% wanting to make new friends, and 14% considering a men-only trip to combat loneliness.
Mami (in black, Japanese tourist) and her friend choose antiques in an alley on No Trang Long Street (Binh Thanh District, Ho Chi Minh City). Photo: Linh Huynh.
Perhaps, women play a significant role in encouraging these trips, with 56% supporting their partners, 46% motivating friends, and 28% advocating for fathers and brothers to prioritize self-care.
Thrift shopping is expected to become a significant travel trend in the coming year. Fashion-forward travelers are evolving into “vintage hunters,” eagerly exploring second-hand shops during their trips as part of a sustainability-focused approach.
73% of Vietnamese travelers express greater interest in buying clothes for vacations than before, with 76% of these being Gen Z travelers. Furthermore, 53% plan to visit thrift shops during their holidays, and an impressive 82% have already purchased vintage or second-hand items while traveling abroad.
Mr. Varun Grover announced 9 tourism trends in 2025. Photo: Tuong Vi
This trend reflects not only a shift in fashion preferences but also cost-saving measures and environmental consciousness, as travelers seek meaningful souvenirs that embody the essence of their destinations.
“Travelers in 2025 will increasingly seek meaningful and profound connections with themselves, the communities they visit, and the destinations they explore,” Grover added. Trips will no longer just be an opportunity for self-discovery but also a way to shape lives and strengthen connections with the world around them.
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Source: Vietnam Insider