Sustainable tourism in Vietnam: Priority trends of Vietnamese tourists

According to the Sustainable Tourism Report published on May 19 of the online travel platform Booking.comenvironmental awareness of Vietnamese tourists is gradually transforming into action. 55% of tourists said they did not want to contribute to overcrowding at tourist hotspots. 63% of respondents decided to plan to go out outside the peak season and 40% planned to actively avoid crowded areas.

Besides crowd pressure, extreme weather is also a factor that reshapes the travel map. Surveys show that 82% of travelers always consider weather risks when choosing a location and departure time.

58% of Vietnamese tourists said they had canceled or changed travel plans in the past 12 months due to extreme weather or natural disasters. More than 50% of guests think that some destinations have too hot weather to visit at their desired time, and 77% of tourists reject landmarks after receiving adverse weather information.

According to the National Center for Hydrometeorological Forecasting, the nationwide temperature in 2026 is forecast to be 0.5-1.5 degrees Celsius higher than average, with intense heat lasting from May to August in the North and Central regions. Key destinations from Da Nang to Khanh Hoa and the Central Highlands face the risk of local drought, alternating with the risk of flash floods and sudden landslides in mountainous areas.

Tourism industry experts say unusual weather patterns force tourists to adjust their consumption behavior. Instead of finalizing schedules many months in advance, customers have switched to the trend of “booking tours close to the day” to listen to weather developments. At the same time, the tourist flow is shifting strongly to “cooling off” destinations, prioritizing staycations and paying attention to service packages with flexible cancellation policies to prevent natural disaster risks.

Not only has the way of choosing a destination changed, the living habits of Vietnamese people while staying are also shifting in a more “green” direction.

Nearly 50% of travelers of all ages commit to reducing energy consumption by taking small actions such as turning off air conditioning and lights when not in the room. More than half of respondents are willing to sort recyclables and limit the use of single-use plastics.

Regarding local culture, more than 40% of tourists prioritize choosing locally sourced food, seasonal dining and shopping at local small shops to support the regional economy.

Sustainable Tourism Report by Booking.com This year is based on survey results from tourists in 35 countries and territories, including Vietnam.

Mr. Branavan Aruljothi, Country Director of Booking.com In Vietnam, Vietnamese tourists of all generations are finding meaningful ways to enjoy their trips responsibly.

“This change is evident in their decisions on the itinerary, their search for cultural experiences or how they proactively adjust their schedules to adapt to climate change,” he said.