Vietnam ranked as the fourth most-searched Asian destination among European tourists this summer, moving up one place from the same period last year, according to data released by digital travel platform Agoda on August 6 on European travelers’ destination preferences.

Agoda Country Director for Vietnam Vu Ngoc Lam said Vietnam’s rise to fourth place reflects the country’s growing appeal among European travelers, not only from traditional source markets but also from emerging ones. The inclusion of Da Nang and Nha Trang in the top three also highlights Vietnam’s strength in beach tourism.

Nha Trang Beach has a particular appeal for international visitors. (Photo: CTV/Vietnam+)

Vietnam offers European travelers a wide range of ways to experience Asia, from dynamic cities and local culture to beaches and island resorts.

According to Vu Ngoc Lam, the ranking was based on accommodation searches made on Agoda between April and June 2026 by European travelers planning summer holidays in Asia during July and August 2026.

Thailand maintained its position as the most-searched Asian destination, followed by Indonesia and Japan. Vietnam rose from fifth to fourth place, while Malaysia rounded out the top five.

Notably, Vietnam also ranked among the three Asian destinations recording the fastest growth in interest from the European market. Among the top 20 destinations, India recorded the strongest year-on-year growth in searches by European travelers, at 14%, followed by South Korea at 13% and Vietnam at 12%.

European tourists experience an artistic performance in the capital. (Photo: CTV/Vietnam+)

The strong growth recorded by the three countries reflects European tourists’ increasing interest in more diverse travel experiences beyond Asia’s traditional tourist destinations.

July and August mark the peak summer travel season for the European market, as schools enter their summer break and demand for travel rises sharply. This year’s summer season has also followed a widespread heatwave that affected many European countries from the beginning of the season, with unusually high temperatures recorded in several areas.

Against this backdrop, Asian destinations, including Vietnam, are becoming increasingly attractive to European travelers looking to “cool off,” thanks to the country’s long coastline, pristine islands, vibrant cities and destinations rich in cultural value.

By European source market, Germany ranked first in searches for accommodation in Vietnam, overtaking France, which led the ranking during the same period last year. The United Kingdom remained in third place, while the Netherlands rose to fourth and Russia rounded out the top five source markets.

According to Vu Ngoc Lam, the strong growth in interest from several emerging markets shows that the trend is spreading to more European countries. Azerbaijan recorded the highest increase, with accommodation searches rising 177% year on year, followed by Poland at 66% and Sweden at 55%.

International tourists “check in” at one of the landmarks that help define Ho Chi Minh City as a destination. (Photo: CTV/Vietnam+)

The expert attributed the growth in arrivals from Poland and Sweden to Vietnam’s increasingly widespread tourism brand and the relaxation of visa policies in 2025. Easier entry procedures, combined with an expanding international air network and a diverse range of tourism products, are helping Vietnam attract more travelers from around the world who are considering longer stays.

Within Vietnam, Da Nang and Ho Chi Minh City remained the two most-searched destinations among European tourists for the second consecutive year. Nha Trang rose to third place, replacing Hanoi in the top three.

Da Nang’s continued status as a “hot search” destination and Nha Trang’s rapid growth in search interest both demonstrate that Vietnam’s beaches remain a priority for European travelers. Meanwhile, Ho Chi Minh City appeals to visitors seeking a vibrant urban lifestyle, cultural exploration and diverse culinary experiences.

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