Vietnam is attracting a growing number of Australian travellers as shifting consumer preferences, currency advantages and evolving cultural offerings reshape travel patterns across the Asia-Pacific region, according to tourism professionals, academics and visitors.Industry observers say the trend reflects a combination of economic considerations and changing traveller expectations.

As households continue to navigate cost-of-living pressures and broader global uncertainty, destinations closer to Australia are increasingly competing with traditional long-haul European travel.“I’ve seen a lot of Australians, increasingly, visiting Vietnam,” said Dr. Truc Le, a senior lecturer in marketing and tourism at Griffith University.

According to Le, the trend is driven by a strong alignment between what Australian travellers are seeking and what Vietnam currently offers.Le said many travellers remain committed to taking holidays despite economic pressures, but are becoming more selective about destination choices.

In this environment, regional destinations offering strong value propositions have become increasingly attractive. Rather than undertaking expensive journeys to established European destinations such as Paris or Venice, many Australians are opting for locations that provide comparable levels of experience at lower overall costs.

According to Le, value for money has become a critical consideration. Vietnam’s tourism offering combines relatively affordable accommodation, dining and cultural experiences with a quality level that appeals to international visitors. “Vietnam offers premium experiences at mid-range prices,” Le said.

Currency movements have also strengthened the destination’s appeal. Based on exchange rate trends during 2025, the Australian dollar maintained significant purchasing power against the Vietnamese dong. According to Le, the Australian currency recorded stronger gains against the dong than against major currencies including the U.S. dollar and the euro, enhancing the spending capacity of Australian visitors.

For many travellers, affordability translates into access to experiences that might be significantly more expensive elsewhere. Event coordinator Mandy Lan, 25, said cost considerations played a central role in her decision to visit Vietnam.Lan described a travel experience that extended well beyond budget tourism. During her visit, she regularly dined at Michelin-starred restaurants and took advantage of Vietnam’s established tailoring sector.

She commissioned five custom-made garments for approximately $250 and said her two-week trip at the end of 2025 cost less than $1,500 excluding flights.The affordability of the destination has also made longer trips more accessible. Another traveller, Quinn, said she budgeted approximately $6,000 for herself and her partner, including flights, for a holiday that had been planned for an extended period.

Tourism specialists note that competitive pricing alone does not explain Vietnam’s growing popularity. Increasingly, visitors are seeking destinations that provide a sense of authenticity and cultural engagement while avoiding some of the challenges associated with heavily crowded tourism hotspots.Le said many travellers are looking for experiences that feel genuine and connected to local communities.

According to Quinn, Vietnam offers opportunities to engage with everyday urban life while still accessing major tourist attractions.During a visit to Ho Chi Minh City, Quinn said she found that the city’s scale and activity allowed visitors to blend into daily life rather than remain confined to tourist-oriented districts.

She spent time exploring stores operated by local fashion designers and said she was particularly interested in the contemporary “Y2K” aesthetic emerging among younger Vietnamese brands. She also observed that many of the businesses appeared to be relatively new ventures.Tourism operators attribute some of this dynamism to broader demographic and economic trends.

Duong Dong, co-founder of travel company Broken Compass, pointed to Vietnam’s relatively young population. According to the source material, the country’s median age is 33, creating conditions that support innovation across sectors including hospitality, fashion, entertainment and tourism.Le said younger generations are playing a significant role in reshaping how Vietnamese cultural identity is expressed and presented to both domestic and international audiences.

According to Le, contemporary Vietnam reflects a combination of longstanding traditions, regional diversity and a socialist-oriented market economy.The transformation has produced new opportunities for tourism while also creating operational challenges. Le noted that visitors may encounter variations in service quality and navigate a regulatory environment that can be more complex than in some competing destinations.

However, she said the relationship-based nature of many business interactions contributes to a sense of authenticity valued by travellers.Industry participants also highlight the influence of overseas Vietnamese communities and internationally educated entrepreneurs. Chau Nguyen and Brian Letwin, co-founders of Urbanist Travel, said increasing numbers of millennial and older Generation Z Vietnamese are returning to the country to launch businesses after studying or working abroad.

According to Letwin, these entrepreneurs are applying skills and experiences acquired from international universities, restaurants and professional environments to create new businesses that combine global influences with local traditions. The result, he said, is the emergence of distinctive cultural offerings that appeal to both domestic consumers and international visitors.

Linh Phan, founder of travel company Hidden Saigon, identified a similar trend among second-generation members of the Vietnamese diaspora. According to Phan, younger business owners are increasingly taking over family-operated restaurants and introducing new concepts while maintaining links to established culinary traditions.

Tourism operators interviewed in the source material said these developments have contributed to noticeable changes across Vietnam’s food, fashion, music and nightlife sectors. Letwin described many of the new businesses and cultural spaces as exhibiting a nonconformist character that distinguishes them from more established tourism destinations.

Industry participants argue that this evolving cultural landscape has become an attraction in its own right. According to Phan, locations that once primarily served local customers are increasingly attracting international visitors.

She said she had not expected tourists to frequent many of her neighborhood coffee shops, but now finds them regularly occupied by foreign visitors.Le said Australian travellers, in particular, appear interested in observing and participating in these evolving expressions of cultural identity.

The combination of affordability, accessibility and cultural change has positioned Vietnam as a destination capable of appealing to travellers seeking experiences beyond conventional sightseeing.At the same time, tourism operators remain aware of challenges associated with rapid growth.

The environmental and cultural consequences of overtourism in destinations such as Bali have become an important point of reference within the regional travel industry. Vietnam’s tourism sector is among the fastest-growing parts of the country’s economy, increasing attention on how future growth can be managed.

Phan said many of the businesses currently attracting international attention remain focused primarily on serving local communities rather than visitors.

While tourists and expatriates contribute to demand, she said long-term sustainability depends on maintaining relevance among domestic customers who form the foundation of local commercial activity.

The Thai cabinet approved plans to shorten visa-free stays currently granted to tourists from countries including members of Europe’s Schengen area, the United States, Israel and several South American nations, Tourism Minister Surasak Phancharoenworakul told reporters in Bangkok.

Under the revised framework, most eligible foreign visitors will be permitted to remain in Thailand for up to 30 days without a visa, down from the current 60-day allowance introduced in July 2024 to stimulate tourism and economic recovery after the COVID-19 pandemic. Some nationalities could face shorter stays of only 15 days, officials said.

The government said extensions would still be available through immigration offices, but approvals would no longer be automatic.
“The renewal will be decided by the officer and tourists will have to explain why they are staying longer,” a government spokeswoman said.

Thai authorities linked the policy shift to rising concerns over transnational crime and misuse of long visa-free stays by foreigners operating illegally in the country.

Recent police investigations have involved foreign nationals accused of drug trafficking, sex trafficking and operating businesses such as hotels, schools and entertainment venues without proper permits.

Foreign Minister Sihasak Phuangketkeow said last week the changes formed part of a broader strategy targeting criminal networks exploiting Thailand’s immigration system.

Officials stressed the policy was not aimed at any particular nationality but at individuals violating Thai laws while using tourist entry privileges.

Government spokesperson Rachada Dhanadirek said the existing framework had generated economic benefits through tourism but also created loopholes for illegal activities.

Tourism remains a central pillar of Thailand’s economy, contributing more than 10 percent of gross domestic product. However, visitor numbers have yet to fully recover to pre-pandemic levels despite aggressive government campaigns to revive the sector.
According to tourism ministry data, foreign arrivals fell by approximately 3.4 percent in the first quarter of 2026 compared with the same period a year earlier.

Arrivals from the Middle East declined by nearly one-third during the period.

Thailand expects approximately 33.5 million foreign tourists this year, marginally above the nearly 33 million arrivals recorded in 2025, according to government projections.