Vietnam is increasingly popular with travelers who prefer to research and book their trips themselves, as Vietnam ranked third globally for package tour searches in the first half of 2026 as more international travelers plan trips independently online.
According to new Google Vietnam data, Vietnam ranked third globally for package tour searches in the first half of 2026 as more international travelers plan trips independently online. Interest rose 22% year on year.
Searches from international travelers also increased by around 20%. Vietnam ranked third globally for package tour searches in the first half of 2026 as more international travelers plan trips independently online.
Travelers Are Searching Before They Book
The data was presented at a tourism conference in Hanoi focused on artificial intelligence, big data and changing traveler behavior.
One of the most interesting findings is that tourists are increasingly using Google, YouTube, short-form videos and AI-powered tools to research destinations before making travel decisions.
That means travelers are no longer necessarily starting with a traditional tour operator.
They are searching for destinations, hotels, attractions, transportation, restaurants and practical information themselves — and then deciding what to book.
Phu Quoc Is a Good Example
The change is particularly visible on Phu Quoc.
According to Sun Group’s tourism division, around 80% of Korean visitors arriving in Phu Quoc are now independent travelers.
Instead of traveling as part of a traditional package tour, many are finding information online and using short videos and travel content to plan their own trips.
European travelers are also making extensive use of Google and YouTube when researching Vietnam.
Why This Matters for Travelers
For visitors, this shift means there is more freedom to build a trip around personal interests.
You can research a hotel separately from your flights, choose individual tours, compare restaurants and create your own itinerary rather than following a fixed group schedule.
It also makes detailed destination information more important.
Questions such as where to stay, how to get there, what something costs, how long an attraction takes and whether it is actually worth visiting are becoming part of the booking process itself.
AI Is Changing How People Plan Vietnam Trips
Vietnam’s tourism authorities also highlighted the growing role of artificial intelligence in travel planning.
AI tools can help travelers compare destinations, build itineraries, understand transportation options and find activities based on personal preferences.
Short videos are also increasingly important because they can inspire travelers before they even start searching for a specific destination.
For Vietnam, this creates a much larger opportunity to reach travelers earlier in the planning process.
What Does This Mean for Vietnam Tourism?
Vietnam is targeting 25 million international visitors in 2026, and the growing amount of online travel research could help destinations outside the traditional tour routes attract more independent travelers.
For destinations such as Phu Quoc, Da Nang, Hoi An, Nha Trang and smaller cities, being easy to discover online is becoming increasingly important.
The tourism industry is therefore focusing more heavily on accurate digital information, AI, big data and online content.
Frequently Asked Questions
How popular is Vietnam among travelers in 2026?
Vietnam ranked third globally for package tour searches in the first half of 2026 as more international travelers plan trips independently online.
Are tourists still booking package tours?
Yes, but the way travelers research and purchase trips is changing. More international visitors are using Google, YouTube, short videos and online platforms to plan trips independently.
Are Korean tourists visiting Phu Quoc independently?
According to tourism industry data presented in August 2026, around 80% of Korean visitors to Phu Quoc are independent travelers.
Why is online travel information becoming more important?
Travelers increasingly research destinations, hotels, attractions and transportation online before making booking decisions. Accurate and practical information can therefore influence the entire journey from inspiration to booking.
The Bigger Change
The interesting part of this story isn’t simply that Vietnam is being searched more.
It’s how people are searching.
Travelers increasingly want to see a destination, compare options, read practical information and make their own decisions before booking.
For anyone planning a trip to Vietnam, that means there are now more ways than ever to build a completely independent itinerary — and discover places that might never appear on a traditional package tour.
Sources
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