Recent data from Booking.com showed Vietnamese travellers are increasingly diversifying their holiday choices, with some opting for beach breaks and others heading to mountainous and highland destinations.
Independent and short trips remain popular, particularly among younger travellers, while package tours retain an advantage during peak holiday periods by helping travellers manage costs and reduce the risk of sold-out flights and accommodation.
Travellers are also increasingly seeking cultural, historical and nature-based experiences rather than conventional resort holidays.
Overseas travel is also attracting interest, with Bangkok, Kuala Lumpur, Seoul, Tokyo, Osaka and Bali among the most searched destinations for Vietnamese travellers during the holiday.
HCM City's tourism authorities are rolling out a range of activities to stimulate demand during the holiday and the remainder of the year.
ITE HCMC 2026, running from August 27-29 at the Saigon Exhibition and Convention Centre, is expected to draw more than 520 exhibitors and brands, 34 Vietnamese provinces and cities, and 260 international buyers from over 40 countries and territories.
The event is also expected to draw around 600 international delegates and 30,000 visitors, with more than 21,000 pre-arranged business-to-business meetings.
HCM City received an estimated 7.7 million international visitors in the first eight months of 2026, up 38.5 per cent from a year earlier and equivalent to 70.6 per cent of its full-year target, according to the city's Department of Tourism.
Domestic arrivals reached an estimated 35.5 million, while tourism revenue rose 48.8 per cent to VND 259.7 trillion (USD 9.87 billion).
Le Truong Hien Hoa, deputy director of the city's Department of Tourism, said the figures highlighted HCM City's tourism potential but also underscored the need to improve visitor experiences, increase spending and encourage longer stays.
