Australia has become one of Vietnam's fastest growing inbound tourism markets, with travellers staying longer, spending more and increasingly seeking personalised experiences, according to Vietnamese tour operators.
Vietnam was chosen by many international visitors in the first six months of the year.
Pham Ha, chairman and chief executive of LuxGroup, said the company recently arranged a 10 day private itinerary for a family of four from Australia covering Hanoi, Quang Ninh, Hoi An, Danang and Ho Chi Minh City.
The tour cost nearly VND 1 billion (approximately USD 38,200) and included domestic business or first class flights, five star accommodation, fine dining, a private two night cruise in Halong Bay and a seaplane experience.
The family chartered the entire 20 cabin Emperor Cruises vessel for more than VND 200 million (approximately USD 7,600), enjoying private butler service, spa treatments, gourmet meals prepared by a personal chef and evening live music performances.
A bedroom on the cruise overlooking the bay (Photo: Provided by source).
Ha said affluent Australian travellers were looking beyond conventional holidays in search of bespoke itineraries tailored to individual interests.
Industry executives view Australia as one of Vietnam's most promising long haul markets. Australian visitors typically travel as couples, families or small groups, combining city breaks, beach holidays, cultural experiences and visits to less explored natural destinations.
Vietnam welcomed around 490,000 Australian visitors in 2024, up 28 per cent from 2019, before the Covid,19 pandemic. Arrivals are projected to reach about 550,000 in 2025, an increase of 12 per cent year on year, placing Australia among Vietnam's 10 largest international source markets.
Tourism businesses are increasingly targeting affluent Australians, whose spending power and preference for premium experiences have made them a highly competitive market globally.
Australia is emerging as a promising source market for Vietnam's tourism sector (Photo: Dung Dang).
Ha estimated that high end Australian travellers spend up to USD 5,000 per person on trips lasting seven to 10 days, with many booking several months in advance. Popular itineraries include golf holidays, wellness retreats and women only getaways.
Bui Thanh Tu, marketing director at BestPrice Travel, said wealthy Australians increasingly embraced "luxury value", combining high end services with authentic cultural, culinary and nature based experiences.
To meet that demand, Vietnamese operators have expanded premium offerings centred on heritage, wellness and slow travel. BestPrice Travel, for example, offers an 11 day itinerary priced at more than VND 150 million (approximately USD 5,700) per person, featuring luxury cruises, the Cu Chi Tunnels, wellness programmes and Phu Quoc beach experiences.
Vietnam received 12.3 million international visitors in the first half of the year, almost half of its full year target, underscoring the country's growing appeal as a global tourism destination.
