Vietnam’s burgeoning tourism sector has made a significant splash, debuting in Agoda’s Top 5 list of Asian destinations most sought after by European travelers during the summer of 2025. This remarkable achievement underscores Vietnam’s growing appeal as a premier Asian travel destination. The country is now ranked fifth, trailing only Thailand, Indonesia, Japan, and Malaysia.
Agoda’s Summer Travel Trends Report: A Data-Driven Look
Agoda’s “Summer Travel Trends from Europe to Asia” report, compiled from July and August 2025 accommodation search data, reveals the peak summer travel season in Europe fueled significant interest in Asian destinations. The data highlights key trends and preferences among European travelers exploring Asian destinations. France, the United Kingdom, Germany, Russia, and Norway topped the list of countries with the highest number of searches for travel to Vietnam this summer.
Shifting Dynamics: New Markets Emerge
Interestingly, Russia and Norway replaced the Netherlands and Spain in the ranking. This shift is largely attributed to the introduction of direct flights between Russia and Vietnam and Vietnam’s recent visa-free policy for citizens of both countries. This strategic move has unlocked significant potential for tourist arrivals from these markets.
Beyond established markets, Vietnam also witnessed a surge in interest from emerging European nations. Search queries from Hungary showed a remarkable 320% increase compared to the same period last year, followed by Turkey at 288% and Poland at 153%. These impressive figures highlight Vietnam’s escalating appeal across the European continent.
Vietnam’s Top Three Cities: A Blend of Urban Buzz and Coastal Charm
Within Vietnam, Da Nang, Ho Chi Minh City, and Hanoi emerged as the top three destinations for European travelers this summer. The captivating blend of pristine beaches and vibrant city life proved irresistible to European tourists. This successful combination is expected to continue attracting European visitors seeking to explore Vietnam’s diverse landscapes, rich cultural heritage, and energetic urban environments.
Asian Tourism Trends: Malaysia, China, and Sri Lanka
Across Asia, Malaysia recorded the highest growth in searches, with a 20% increase compared to the previous year. China experienced a 14% rise, partly fueled by its visa-free policy for some European countries. Sri Lanka also saw a notable increase, with a 13% growth in searches.
Specific Destinations: Bali, Bangkok, and Koh Samui Shine
In terms of individual destinations, Bali (Indonesia) retained its leading position, followed by Bangkok and Koh Samui (Thailand). Notably, Koh Samui surpassed Tokyo to secure a spot in the top three. The island’s newfound popularity can be attributed to its prominent feature in HBO’s hit television series, “The White Lotus,” further solidifying its status as a prime tourist destination.
A Strong Performance across the Board
The report shows Thailand leading the way as the most popular destination, followed by Indonesia, Japan, Malaysia, and, for the first time, Vietnam. This remarkable debut demonstrates Vietnam’s growing allure in the competitive Asian tourism landscape. Not only did established markets like France, the UK, and Germany show strong interest, but also emerging markets including Russia, Norway, Hungary, Turkey, and Poland drove significant growth in search volume. The popularity of specific destinations within Vietnam, such as Da Nang, Ho Chi Minh City, and Hanoi, reflects a wider trend of interest in Southeast Asian cultural experiences and natural beauty. The success of Koh Samui, elevated by its appearance in “The White Lotus,” underlines the power of media exposure in shaping travel trends. Overall, the report paints a picture of a dynamic and growing Asian tourism market, with Vietnam firmly establishing itself as a key player.
Vietnam’s successful entry into the Top 5 Asian destinations for European tourists in summer 2025 signals its significant growth in the global tourism market.
