Summer travel market intensifies discount race as agencies shift to online pricing and value-driven competition

Domestic travel demand in Vietnam’s domestic market is entering the peak summer travel season, with expectations that demand will rise significantly after the April 30 holidays. However, travel companies are facing multiple variables, particularly rising input costs, as airlines adjust flight frequencies, cut low-occupancy routes, and consolidate passengers to optimize operations.

Shift in tour pricing and sales channels

In response to operational changes and price fluctuations, tour operators expect adjustments to tour price structures. Many firms said they are accelerating the shift to online tour platforms, featuring real-time price displays and time-based promotional policies. Industry participants said this helps optimize cash flow and distribute demand more evenly, reducing crowding during peak periods.

VITM 2026 highlights discount competition

After the Ho Chi Minh City Tourism Festival ended, the Vietnam International Travel Fair (VITM 2026) continued in Hanoi from April 9–12. At the event, leading tour operators presented multiple discount programs and solutions to cope with price volatility.

Promotions and product pricing from major operators

Vitamin Tours & Event (North region) rolled out a series of promotions using “big discount codes,” while also focusing on product innovation alongside price competition.

Vietravel said it launched more than 10,000 domestic and international tour products with discounts of 30–50% to capture peak summer demand. The company cited a program “Buy a tour for 30/4, get additional discounts for summer tours,” offering up to 6 million VND off per tour. Vietravel’s CEO, Mr. Tran Doan The Duy, said the company is restructuring its product portfolio toward more flexible formats, focusing on nearby routes and domestic tours.

BenThanh Tourist offers over 300 domestic and international tours with discounts up to 5 million VND. The company stated that foreign tours are discounted from 500,000 to 5 million VND, while domestic tours are discounted from 100,000 to 500,000 VND. It also launched around 50 tour programs for the 30/4 holiday with competitive pricing, along with new products aimed at history-and-culture-focused travelers.

Saigontourist Group highlighted promotional products for the 30/4 holiday and summer season, including three-day tours priced at about 2.5 million VND and bundles covering seaside, highland, and cross-country itineraries. At VITM Hanoi 2026, it introduced a four-to-five-star resort package: four days and three nights for 4,290,000 VND in destinations including Da Nang, Hue, Ly Son, or Buon Ma Thuot.

Vietravel North implemented promotions at VITM 2026 with discounts up to 30% on domestic itineraries and savings up to 10 million VND on international tours, applicable to more than 60 itineraries. Domestic packages include Hanoi to Phu Quoc and Da Nang/Nha Trang four-day, three-night tours on fixed dates from May to September, priced from 4,590,000 to 6,290,000 VND per person. Tours covering the Northwest and Northeast were cited at 1,990,000 to 4,290,000 VND per person.

Vietluxtour also ran summer promotions through VITM 2026 and direct/online channels. Examples included Hanoi–Da Nang–Hue (5 days, 4 nights) from 3,990,000 VND; Hanoi–Mien Tay–Tay Ninh–Ho Chi Minh City (4 days, 3 nights) from 4,900,000 VND; and Hanoi–Buon Ma Thuot–Pleiku–Mang Den–Kon Tum (4 days, 3 nights) from 5,395,000 VND.

Flamingo Redtours said it is launching affordable products within its resort ecosystem and offering gifts as it negotiates with suppliers to tailor products to demand and preferences. BestPrice Travel introduced next-generation travel products built around personalization, real experiences, and digital transformation. The company said it does not rely on price cuts, instead offering value-based incentives such as a 100% visa refund if a visa is rejected, premium luggage, and other gifts.

Mr. Bui Thanh Tu, Marketing Director of BestPrice Tours, said the company focuses on improving customer experience and developing higher-value segments, while applying digital transformation in product development and operations. He cited trends including personalization and health-focused travel.

Expected airfare pressure and pricing outlook

Price increases are expected as airfares rise: ticket prices may increase by 10–20% for the summer. Operators also indicated that discounting strategies are being adjusted to manage cost pressures.

Additional offers and discount levels

As one of Hanoi’s core units, Ha Noi Travel Corporation presented an ecosystem of products at VITM 2026, including accommodation within Hanoi Tourism System hotels; MICE and professional conference services; culinary vouchers; buffet lunches; and tickets for West Lake Water Park. The company stated that the travel segment is heavily discounted, with vouchers up to 6,000,000 VND for foreign tours and 500,000 to 2,000,000 VND for domestic tours. It also said river cruises on the Red River see nearly 15% discounts.

Localities and medical tourism outlook

The Vietnamese travel sector also expects to attract 1–2 million medical-tourism visitors by 2030. It cited that 2025 tourism revenue for medical travel surpassed $850 million and is growing around 18% per year, potentially reaching about $4 billion by the early 2030s.

Cost drivers: fuel prices and airline capacity adjustments

Air transport is ramping up to meet demand, while rising fuel prices are pushing airlines to cut flights to save fuel. The price of aviation fuel reached $195 per barrel by the end of March, up about $100 from February due to regional conflicts.

Industry direction: value, experience, and technology

Overall, travel fairs are shifting from being primarily venues for price-based promotions. Companies are moving toward value-driven competition, with emphasis on personalization and technology. Examples mentioned include “one-touch travel,” “No Shopping,” and health-focused products, as travelers increasingly seek personalized, safe, in-depth experiences rather than only low-cost trips.