Vietnam Online Travel Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Vietnam Online Travel Market Trends and Insights

Rising internet and smartphone penetration

Mobile connections stand at 127 million, equal to 126% of the population, and median download speeds of 75.72 Mbps keep booking apps responsive. Government 5G targets cover half of the current 4G sites by 2025 and 99% of the population by 2030, paving the way for AI itinerary builders and VR previews ^{[1]Ministry of Science and Technology, “5G Roll-Out Roadmap toward Nationwide Coverage by 2030,” most.gov.vn}. Higher connectivity also spurs spontaneous bookings for flash deals. The Vietnam online travel booking market, therefore, benefits from an ever-expanding digital audience, especially among Gen Z travelers who rely on super-apps for daily transactions.

Government smart-tourism and digital-transformation push

Decision 749/QĐ-TTg prioritizes tourism in the national digital-economy agenda and chases a 30% GDP share by 2030^{[2]Government of Vietnam, “Decision 749/QĐ-TTg Approving the National Digital Transformation Program to 2025 with Orientation to 2030,” chinhphu.vn}. Hanoi’s stimulus plan earmarks VND 130 trillion for 2025 revenue via AI-powered promotion and real-time visitor dashboards. The obliges restaurants and attractions to accept e-payments, tightening links between physical experiences and online channels. These policies institutionalize digital habits, reinforcing the Vietnam online travel booking market across all age groups.

Low-cost carriers and expanded air connectivity

Vietnam Airlines aims for 25.4 million passengers in 2025, adding Hanoi–Milan and Ho Chi Minh City–Beijing services. Sun Group’s USD 99 million investment in Sun PhuQuoc Airways introduces 31 planes by 2030, boosting island capacity. Cheaper fares and denser route networks enlarge the inventory that OTAs can sell, while airline app promotions offer extra discounts to mobile shoppers, pushing further share gains for the Vietnam online travel booking market.

Surge in digital-wallet use enabling instant travel payments

Active e-wallets climbed 40% year on year to 50 million, and VietQR handled 1.29 billion transfers in 2023 with triple-digit growth early 2024. Partnerships between MoMo, VNPay, ZaloPay and Visa widen merchant acceptance. Rapid settlement reduces abandonment, and biometric log-in eases authentication. As checkout friction evaporates, conversion rates improve, and order values rise on upgrades such as seat selection and insurance.

Foreign OTA dominance squeezing local margins

Booking.com, Agoda, and Traveloka collectively secure roughly 80% of digital travel turnover, leaving little headroom for local brands. Deep marketing budgets, global hotel inventory, and AI chatbots widen the gap. Domestic OTAs counter with Vietnamese interfaces and wallet tie-ups, yet still face a higher cost-per-acquisition. Margin pressure forces a shift toward niche products, rail passes, cultural tours, and B2B management to stay profitable in the Vietnam online travel booking market.

Language and cultural barriers among older / rural users

Only 43% of tourism workers have formal training, and fewer than 10% hold university degrees. Rural internet coverage lags, and many seniors distrust digital payments, pushing them toward offline agents. Small hotels lack integrated channel-management tools, so their rooms appear only on walk-in boards. These divides slow online migration in the Vietnam online travel booking market, though vernacular chat support and agent-assisted kiosks are gradually narrowing the gap.

Segment Analysis

By Booking Type: Air still rules, rail gains pace

Air ticketing generated 48.18% of 2024 revenue for the Vietnam online travel booking market. Expansion by national and private airlines, coupled with app-only fare deals, keeps the segment dominant. Yet, railway ticketing posts a 12.62% CAGR outlook as the government upgrades tracks and coaches. Environmental messaging resonates with younger tourists seeking low-carbon trips, and rail API feeds now sync with major OTAs, allowing live seat selection. Hotels and packaged holidays hold the second-largest slice, boosted by chain upgrades such as TTC Hospitality’s asset rise to VND 4,544 billion. Bus and activity bookings contribute incremental sales and smooth seasonal swings. The Vietnam online travel booking market size for rail is therefore set to outstrip its modest base while air retains scale advantages.

By Platform: Mobile widens its lead

Mobile produced 72.22% of 2024 transactions, reflecting Vietnam’s 87% smartphone reach. Booking.com’s Trip Planner and Agoda’s AI coding tools personalize offers in Vietnamese, and Vietnam Airlines grants 10% app discounts on international legs. Voice search and vernacular chat reduce typing, appealing to first-time users^{[3]Vietnam Airlines, “Route Expansion Press Release 2025,” vietnamairlines.com}. Desktop remains relevant for multi-stop corporate itineraries, yet its share slides each year. Wallet SDKs embedded in apps cut checkout to seconds, raising user stickiness. With 5G coverage targets approaching, the Vietnam online travel booking market will see mobile exceed three-quarters of gross bookings well before 2030.

By Traveler Origin: Foreign arrivals regain momentum

Domestic trips delivered 63.44% of 2024 sales, cushioning operators during border closures. The international segment now accelerates at 14.17% a year as visa-waiver extensions run to March 2028. China contributed 1.58 million visitors in Q1 2025, South Korea 1.26 million, together totaling 47% of the inbound volume. India records triple-digit growth on new direct flights and simplified e-visa flows. Russian arrivals rebound despite transit costs, aided by Vinpearl charter deals. Higher spend per booking and longer stays make this slice critical to future revenue diversity in the Vietnam online travel booking market.

By Payment Method: Wallets anchor cashless adoption

Digital wallets accounted for 45.51% of 2024 transactions and will grow 15.62% annually. Wallet-bank QR interoperability taps NAPAS rails, lowering merchant fees. Cards still cover 31% of value, especially for expatriate and corporate travelers, while bank transfers handle group tours needing collective approval. Cash keeps traction in remote areas yet shrinks as decree-led mandates push e-payments across food outlets and attractions. Elevated trust from PCI-CPoC certificates and AI fraud filters further cements wallet primacy in the Vietnam online travel booking market.

Geography Analysis

Southern Vietnam holds a 47.66% share on the strength of Ho Chi Minh City’s international gateway and Phu Quoc’s upscale resort pipeline. Tan Son Nhat Airport manages the bulk of foreign arrivals, and Sun Group’s terminal expansion expects over 100 aircraft slots for the APEC 2027 summit. Coastal resorts channel inbound leisure demand, while business travelers generate weekday occupancy. The Vietnam online travel booking market size for the south, therefore, eclipses other regions, yet growth has started to plateau as bases normalize.

Central Vietnam posts the fastest 13.65% CAGR. Da Nang’s international terminal upgrade draws charter flights from Northeast Asia, and UNESCO cities Hoi An and Hue lure cultural enthusiasts. Expressway completions in Quang Ngai–Hoai Nhon and Quy Nhon–Chi Thanh slash travel time, lifting weekend staycations. Cultural festivals and triathlons extend the season, and hospitality projects shift toward eco-friendly villas. The Vietnam online travel booking market captures these shifts as OTAs highlight bundled heritage passes and rail-seaside combos.

Northern Vietnam leverages Hanoi’s political status and heritage districts. The capital targets 31 million visitors and VND 130 trillion in tourism revenue in 2025 under a digital stimulus plan. High-speed roads now link Hanoi with upland cave systems and ethnic markets, broadening short-break choices. Business travel remains sturdy because top state agencies cluster in the city. While wallet usage is widespread in Hanoi, surrounding provinces still rely on cash or bank transfers. Tailored payment mixes therefore improve booking completion rates as the Vietnam online travel booking market broadens its geographic reach.