Less popular destinations attract Vietnamese holidaymakers: Agoda

Searches for secondary destinations in Vietnam—those ranked outside the top 10 most popular locations—rose nine percent in the first half of 2025 compared to the same period in 2023. 

This growth outpaced demand for the country’s most visited cities, according to Agoda’s data.

During recent holidays, places such as Quang Ninh, Nghe An, and former Phu Yen Province, now part of the expanded Dak Lak Province, experienced unexpected spikes in interest. 

Meanwhile, major cities like Ho Chi Minh City and Hanoi remained among the top draws for travelers.

Agoda said the trend reflects a growing desire among travelers for unique experiences beyond the typical tourist routes.

Across Asia, searches for secondary destinations rose more than 15 percent in the first half of 2025 compared with the same period two years earlier, exceeding the growth seen in traditional tourist centers.

The company noted that better infrastructure, expanded cultural offerings, and targeted digital marketing have helped raise awareness of these smaller cities and towns.

Omri Morgenshtern, CEO of Agoda, said the shift presents new opportunities for local tourism economies to benefit from the changing landscape.

Travel service providers added that the rise of do-it-yourself tourism, supported by online planning tools and AI-powered recommendations, is drawing attention to places that were once overlooked.

Industry analysts say this trend not only enhances the travel experience in Vietnam but also helps spread tourism revenue more evenly across regions, boosting visibility for lesser-known destinations.