62% of Vietnamese tourists surveyed trust social media shares from users and content creators to decide on their trip.
“Surfing” to travel is one of three key trends featured in the Klook Travel Pulse survey report on the needs of Vietnamese tourists in the early stages of 2024. Social media is the number one source of travel inspiration for tourists in the Asia- Pacific region, including Vietnam. 62% of Vietnamese tourists said they trust recommendations and objective posts on social media from ordinary users and non-celebrity content creators.
Klook's first quarter report was conducted in November 2023 with 2,600 people, in 14 markets including Hong Kong, Taiwan, Singapore, Malaysia, Philippines, Thailand, Vietnam, South Korea, Japan, Australia, mainland China, India and Indonesia.
Another prominent trend of Vietnamese tourists in early 2024 is prioritizing trips associated with cultural activities , festivals, music events, and sports. with 42% of Vietnamese tourists choose . These events are the main driving force for tourists to decide to travel. The upcoming Songkran Festival in Thailand is a typical example. In the weeks leading up to the festival, Klook recorded a 30% increase in demand for booking services and tourism activities in Thailand each week.
Taylor Swift’s concert in Singapore in March also created a wave of Vietnamese tourists. The demand for tourists interested in booking hotels, restaurants, and sightseeing tickets in Singapore during Taylor Swift’s music event increased by 50%.
Mr. Nguyen Huy Hoang shares travel trends of Vietnamese tourists in early 2024. Photo: Bich Phuong
Mr. Nguyen Huy Hoang, CEO of Klook Vietnam, said that these expenses cost an average of 4-5 times more than concert tickets, directly increasing revenue for local businesses. Tourists not only attend each event, but also combine to find many other local activities during the trip.
Mr. Ly Bau Van, living in Ho Chi Minh City, said that for the past 6 years, every April he has arranged a trip to Thailand to participate in the Songkran festival because he loves the bustling atmosphere of this holiday. Mr. Van's trip to Thailand during Songkran last year cost about 12 million VND for 5 days and 4 nights. The biggest expenses were for hotels, shopping and food. The festival is open to visitors to participate freely, "only the cost of buying a water gun is about 400-500 baht (270,000-340,000 VND)".
The male tourist said he had bought a plane ticket and continued to Thailand to participate in Songkran on April 14.
Mr. Ly Bau Van participates in the Songkran festival in Bangkok in April 2023. Photo: Ly Bau Van
In addition to the trend of combining travel with participating in events, Vietnamese tourists also prioritize seasonal travel . The survey shows that 3 out of 5 Vietnamese tourists plan their trips based on the weather characteristics of the season. Cherry blossom tours are an example. Klook recorded that the demand for travel to Northeast Asia among Vietnamese tourists increased by about 63% in March - the time when cherry blossoms are in full bloom. 87% of tourists surveyed said they spent an entire trip just to see the flowers in bloom. Mr. Huy Hoang said that tourists are willing to invest time and spend a lot of money on spring flower viewing trips.
"More than half of Vietnamese users on our platform want to spend about two weeks traveling during the flower season and spend up to $2,500," said Mr. Hoang.
Do An Ninh, a Hanoi resident, said he had a 5-day trip to Jiangnan, China, in March to see the peach blossoms. After returning to Vietnam, Ninh continued his journey to hunt for flowers in Korea in April.
Tourist Do An Ninh checked in cherry blossoms during a trip to Jiangnan at the end of March. Photo: On the Mars
The report also shows that Vietnamese tourists’ demand for foreign travel increased in the first three months of the year. Southeast Asia is the most popular region for Vietnamese tourists, with leading destinations including Thailand, Singapore and Malaysia. Northeast Asian destinations including Japan, South Korea and Taiwan are right behind Southeast Asia in terms of attracting Vietnamese tourists.
Bich Phuong
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