Gen Z shapes new “taste” for experiential travel
Never before have phrases like “sustainable tourism”, “personalized experiences” or “green tourism” been mentioned as much as they are today. As a generation of “digital citizens”, young Vietnamese people see travel as a way to express themselves, explore the world and share vivid experiences on social networks, where each journey becomes a personal mark and a source of community inspiration.
That wave is contributing to reshaping the face of Vietnamese tourism in 2025, a year considered a breakthrough in terms of both the number of visitors, job opportunities, and service quality transformation.
Minister of Culture, Sports and Tourism Nguyen Van Hung once affirmed at the 1st Congress of the Party Committee of the Ministry of Culture, Sports and Tourism , term 2025 - 2030 that: "Culture is the foundation, information is the conduit, sports is the strength, tourism is the connecting bridge." That bridge has been and is being fueled by the young generation, especially the Gen Z force.
According to representatives of some travel agencies, young tourists today tend to choose long tours, flexible in time and rich in personalized experiences. About 65 - 70% of young tourists often register for tours from 2 days 1 night to 5 days 4 nights, prioritizing itineraries that are both exploratory and relaxing.
Catching up with this trend, many less famous but rich destinations such as Pu Luong (Thanh Hoa), Ly Son (Quang Ngai), Ta Xua (Son La), Tra Su cajuput forest (An Giang), or in Thanh Hoa, Bai Dong, Eo Gio Bai Ngang, Doi Hich... have quickly updated a series of new trends such as resort combined with cultural exploration, charity tourism, cycling through the countryside, sleeping in homestay with locals, glamping or "workation" (working combined with resort). Thanks to that, in the past 2 years, the number of young visitors to these destinations accounts for nearly 70% of the total number of visitors, becoming the main driving force for the development of experiential tourism models.
Data from the General Statistics Office shows that in the first 6 months of 2025, tourism service export turnover reached 7.62 billion USD, accounting for 51.5% of the country's total service export turnover. With this impressive growth, tourism continues to affirm its role as one of the pillars of the service economy.
In particular, in economic centers such as Hanoi, Ho Chi Minh City, Da Nang or Khanh Hoa, the hotel room occupancy rate on weekends reached over 70%, significantly higher than the same period last year. Cultural, sports and tourism festivals are held continuously such as the Da Nang International Fireworks Festival 2025, the 50th anniversary of the Liberation of the South, the Hanoi street festival... becoming "magnets" attracting millions of domestic and international visitors.
Experience linked to sustainable development opportunities
Along with the spectacular recovery of the tourism industry is an explosion in the demand for human resources recruitment. According to a report from the recruitment platform JobsGO, the demand for human resources recruitment in the tourism industry in the first 6 months of 2025 increased by 139.5% compared to the same period last year, 3 times higher than the average growth rate of the entire labor market (40.1%).
Notably, Hanoi recorded a record growth in job postings in the tourism sector, up to 474.5%. Ho Chi Minh City followed closely with an increase of 125.7%. These figures clearly reflect the recovery and expansion of the service ecosystem in large cities, where tourism infrastructure, logistics and entertainment are strongly developed.
The good news is that the tourism industry is attracting a high-quality young workforce. According to Prof. Dao Manh Hung, Chairman of the Vietnam Tourism Education Association (VITEA), Principal of the Imperial International Hotel Management School, 77.9% of the candidates applying for jobs in the industry are from Generation Z, far exceeding the average of 59.6% of the entire market. With a spirit of dedication, good technology skills and global thinking, Generation Z is becoming a key resource to create a human resource boost for the smokeless industry.
Some of the most sought-after positions include tour sales, tour consultants, inbound and outbound tour operators, tour guides, hotel and resort managers, customer experience specialists, etc. The level of competition is quite high, with an average of 5 applications for each position, showing that the tourism industry is the dream destination of many young people.
According to tourism experts from the National Tourism Advisory Council, tourism is acting as a catalyst for spreading. When invested in the right direction and taking advantage of local strengths, each tour can become a model of sustainable economic development, associated with environmental protection and cultural preservation.
Today’s young generation is not afraid to spend money on quality experiences, but is also very sensitive to environmental issues, human values and social responsibility. Therefore, to retain and attract the wave of Gen Z tourists, both as service users and workers, the Vietnamese tourism industry needs long-term strategies.
Firstly, it is necessary to promote regional connectivity and develop unique products, avoiding duplication and mass production. Young tourists love uniqueness, identity and personalization in every experience.
Second, promote digital transformation and digital communication. The power of social networks and digital platforms not only helps spread products but also plays a decisive role in shaping the image of destinations in the minds of young tourists.
Third, investment in young human resources, especially in localities, needs to be linked to training in soft skills, foreign languages, technology and service management. That is the key for Vietnam's tourism industry to accelerate in the long term and compete at the regional level.
Source: https://baolaocai.vn/du-lich-trai-nghiem-len-ngoi-viet-nam-thu-hut-lan-song-du-khach-tre-post878775.html
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