Traveloka search data from the summer holiday period through National Day points to a change in how people are planning cultural trips in Vietnam. Travelers are not only searching for heritage destinations. They are also looking for ways to experience them through guided tours, cultural performances, local landscapes and historic sites.
Over the period, accommodation searches for Ninh Binh more than doubled compared with the previous year. Searches for Hoi An rose by more than 60%, while Hue grew by more than 45%.
The same pattern appeared in searches for activities. Interest grew across experiences connected to local history, culture and heritage, suggesting that travelers are building trips around both a place to stay and a deeper way to experience the destination.
Heritage destinations lead accommodation interest
Ninh Binh recorded the strongest accommodation search growth among the destinations included in Traveloka’s analysis. Its combination of historic sites, limestone landscapes and local culture gives travelers several ways to experience the destination within one trip.
Hoi An and Hue also recorded strong growth. Both destinations bring together historic landmarks, local food, performing arts and living traditions, giving travelers reasons to explore beyond a single attraction. Meanwhile, in Vietnam’s two largest cities, Ho Chi Minh City also recorded positive growth in accommodation searches over the same period. Hanoi, however, showed a different trend. Traveler interest was more evident in experiences and activities within the city rather than accommodation alone. Searches for half-day and full-day Hanoi city tours more than tripled compared with the same period last year, highlighting growing demand for guided experiences that offer deeper insights into the capital’s history and culture.
Travelers are looking beyond sightseeing
Search interest also increased for experiences connected to UNESCO World Heritage properties.
Searches for admission tickets to the Complex of Hue Monuments rose by more than 30%. Searches for a private tour combining Hoi An Ancient Town and My Son Sanctuary more than doubled. The Hoi An Memories Show also recorded positive growth.
Together, these searches suggest that cultural travel is becoming more active. Travelers still want to visit important places, but they are also looking for experiences that help them understand the history, people and traditions behind them.
“Vietnam’s heritage is not simply something travelers want to see. More people are looking for ways to spend time with the places, stories and traditions that make each destination distinct. Traveloka’s role is to make these journeys easier to discover and plan, while helping destinations and local tourism partners bring their stories to more travelers,” said Apple Thy, Country Manager, Traveloka.
Vietnam’s cultural depth creates room for richer travel experiences
Vietnam has more than 40,000 historic and cultural sites and scenic landmarks, according to the Vietnam National Authority of Tourism. UNESCO currently lists nine World Heritage properties in Vietnam and 17 elements of intangible cultural heritage.
These range from ancient towns and imperial monuments to music, festivals, craftsmanship and community traditions. They give destinations a strong foundation for developing travel experiences that connect heritage with food, the arts, entertainment and daily local life.
Cultural tourism also has global relevance. Markets Report World estimates that it represents about 40% of tourism worldwide. For Vietnam, the opportunity is not simply to attract people to established landmarks. It is to create thoughtful experiences that help travelers engage with the identity of each destination.
A visit to Hoi An can extend beyond the Ancient Town to include local performances, food and craft traditions. A trip to Hue can connect its monuments with guided city experiences and local cuisine. In Ninh Binh, travelers can explore historic sites alongside the landscapes and communities that surround them.
When developed thoughtfully, these experiences can give travelers more reasons to stay, explore and spend locally. They can also create wider opportunities for tourism businesses, guides, performers, artisans and communities.
Connecting inspiration with a complete journey
The findings reinforce the importance of making cultural experiences easier to discover and plan.
By bringing accommodation, transport and activities together on one platform, Traveloka helps travelers move from an initial idea to a more complete journey. Its search insights can also help destinations and tourism partners understand what is gaining attention and build experiences that respond to changing traveler interests.
Traveloka will continue working with destinations and local tourism partners to showcase Vietnam’s cultural diversity and make meaningful local experiences more accessible to domestic and international travelers.
