Green tourism trend, personalization takes the throne at VITM 2026

Taking place from April 9-12 in Hanoi, the Vietnam International Travel Mart (VITM) 2026 with the theme "Digital Transformation & Green Growth - Elevating Vietnam Tourism", clearly reflects changes in tourism consumption behavior. Prominent among them is the trend of personalization and green tourism, two factors identified by many businesses as development pillars.

Mr. Bui Thanh Tu - Marketing Director of BestPrice Travel Company said that businesses do not approach digital transformation as a purely technological element, but focus on customer experience: "Customers are no longer limited to fixed tour packages, but can build trips suitable for personal needs, with the support of technology.

According to Mr. Tu, analyzing the behavior of searching for and booking services helps suggest suitable itinerary according to needs, budget and tourism style, thereby shortening consulting time, making information transparent and improving the ability to support throughout the journey.

Digital transformation in tourism is not only about technology, but about the ability to understand customers and personalize experiences on a large scale," Mr. Tu said.

The trend of personalization is also clearly shown by businesses through the launch of new product lines at VITM 2026. Director of Vietravel - Northern Retail Center Pham Van Bay said: "The new generation tourism trend at VITM this year clearly shows the shift from'visiting' to'experience', from pure tourism to responsible and sustainable tourism".

According to Mr. Bay, Signature products or the New Generation line integrating ESG and LEI are built to meet the needs of personalized experience, while enhancing emotional value and journey depth. Tourists not only visit but actually "live in the destination".

At the same time, green tourism continues to be a trend shaping many products at VITM this year. Vietluxtour is one of the pioneering enterprises in building a product ecosystem associated with ESG criteria, from sea turtle conservation in Con Dao, responsible tourism in Ha Giang to carbon emission reduction journeys.

Ms. Tran Thi Bao Thu - Marketing & Communications Director of Vietluxtour - said: "We are not just selling a trip, we are selling a commitment to the value of life and responsibility to the future of Vietnam's tourism industry.

From a market perspective, businesses all record clear changes in consumer behavior, as tourists increasingly prioritize experience instead of cheap prices. Mr. Bui Thanh Tu said: "The'No Shopping' model is gradually becoming a new standard... tourists are increasingly willing to pay higher to have a full experience.

At the same time, health care tourism and "healing" journeys are also emerging as a new demand. "The value is not only in the destination, but also in the quality of the experience and the positive impact on participants," Mr. Tu said.

Currently, the factors of technology, experience and sustainability are placed on par with prices by tourists. Personalization and green tourism are no longer a temporary trend, but are gradually becoming new standards, forcing businesses to adapt if they want to maintain a competitive advantage in the long term.

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