Vietnam has become the fourth most searched Asian destination among European travellers this summer (moving up one place compared to the same period last year), according to data released in an announcement on people’s level of interest from the Agoda digital travel platform on August 6.

Country Director at Agoda Vietnam Vu Ngoc Lam said: “Vietnam’s rise to fourth place reflects the growing appeal of the country to European travellers, not only from traditional but also from emerging ones. The presence of Da Nang and Nha Trang in the top three also highlights Vietnam’s strength in beach tourism”.

Vietnam is considered to offer travellers a wide range of choices to experience Asia, from vibrant cities and local culture to beaches and island resort paradises.

Nha Trang Beach. (Photo: Government News)

Vu Ngoc Lam said that the rankings were based on accommodation searches on the platform between April and June 2026 by European travellers planning summer holidays in Asia during July and August 2026.

Thailand remained the most searched Asian destination, followed by Indonesia and Japan. Vietnam climbed from fifth to fourth place, while Malaysia completed the top five.

Notably, Vietnam also ranked among the three Asian destinations recording the fastest growth in interest from European markets. Among the top 20 destinations, India posted the strongest increase in searches by European travellers, at 14%, followed by the Republic of Korea with 13%, and Vietnam with 12%.

The strong performance of these three countries reflects growing European demand for more diverse travel experiences beyond Asia’s traditional tourism hotspots.

The period from July and August is the peak summer travel season for European markets, as schools close for the holidays and travel demand rises sharply. Especially, this year’s summer season also follows widespread heatwaves that began early across many European countries, bringing unusually high temperatures to numerous locations.

In that context, Asian destinations including Vietnam, with long coastlines, unspoiled islands, dynamic cities, and culturally rich attractions, have become increasingly appealing to European travellers seeking relief from the heat.

In terms of the European source market, Germany recorded the highest number of accommodation searches for Vietnam, overtaking France, which held the leading position during the same period last year. The United Kingdom remained in third place, while the Netherlands moved up to fourth and Russia completed the top five.

According to Vu Ngoc Lam, Vietnam’s strong growth in interest from several emerging markets showed that the trend was spreading across a broader range of European countries. Azerbaijan led the increase, with accommodation searches rising 177% compared to the same period last year, followed by Poland with 66% and Sweden with 55%.

My Khe Beach, Da Nang. (Photo: Helena Bradbury)

He noted that broader tourism promotion and more relaxed visa policies introduced in 2025 had helped Vietnam record robust growth in arrivals from Poland and Sweden. Simpler entry procedures, together with an expanding international air network and a diverse range of tourism products, are encouraging more travellers worldwide to consider Vietnam for longer holidays.

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

Da Nang’s consistently remains a “hot search” destination, and Nha Trang’s rapid growth further demonstrates that Vietnam’s beaches are a priority for European tourists. Meanwhile, Ho Chi Minh City appeals to travellers seeking a dynamic urban atmosphere, cultural exploration, and diverse culinary experiences.

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