HANOI, Vietnam — Vietnam has emerged as one of the most sought-after Asian destinations among French travelers, signaling a broader shift in global tourism patterns as international travel demand surges into 2026.
A recent survey released by organizers of the Global Travel Fair 2026 in France found that nearly all respondents — 98 percent of the roughly 900 participants surveyed in the Île-de-France region — intend to travel this year. Of those, 73 percent are planning trips abroad, underscoring the continued strength of outbound tourism despite economic uncertainties in Europe.
Asia Gains Momentum as Travelers Look Beyond Europe
While Europe remains the leading destination for French tourists, favored by 38 percent for its accessibility and infrastructure, Asia has reached its highest level of interest since 2019, accounting for 28 percent of travel preferences.
Vietnam, alongside Japan and Thailand, ranks among the most searched destinations, appearing increasingly competitive with traditional European favorites such as Italy and Spain. Industry analysts say this reflects a structural shift: French travelers are showing greater willingness to travel long distances in exchange for distinctive cultural and natural experiences.
Recent tourism data from international travel platforms and European travel agencies corroborates this trend, pointing to a sustained post-pandemic appetite for “once-in-a-lifetime” journeys and culturally immersive itineraries, particularly across Southeast Asia.
Experience-Driven Travel Reshapes Destination Choices
The survey highlights a decisive move away from conventional sightseeing toward experiential travel. Nearly 28 percent of respondents expressed interest in emerging or lesser-known destinations, a trend that has been echoed in reports by global tourism bodies, including the United Nations World Tourism Organization, which has identified experiential and sustainable tourism as defining drivers of travel demand in 2026.
Vietnam’s appeal aligns closely with these preferences. Its combination of historic cities, diverse landscapes and globally recognized cuisine positions it as a compelling option for travelers seeking authenticity. At the Global Travel Fair, held from March 12 to 15 at Paris Expo Porte de Versailles, Vietnam was promoted alongside Nepal, India and Thailand as part of a broader push by Asian destinations to capture European interest.
Independent Travel Dominates, but Packages Regain Ground
Despite the rise of digital booking platforms, most French travelers continue to favor independent trip planning, with about 60 percent beginning their research at least three months in advance. However, tour operators report a gradual resurgence in demand for organized packages, particularly for long-haul destinations where logistical complexity remains a concern.
Travel industry experts note that this hybrid behavior — independent research combined with selective reliance on packaged services — reflects a more sophisticated and flexible consumer mindset.
Opportunities Expand for Vietnam in a Competitive Market
The findings point to significant opportunities for Vietnam as it seeks to expand its footprint in the European market. With demand for culturally rich and nature-oriented travel on the rise, tourism authorities and businesses are expected to intensify promotional efforts, improve connectivity and tailor experiences to evolving traveler expectations.
More broadly, the survey underscores a reconfiguration of global tourism flows: while proximity still matters, curiosity and experience are increasingly shaping where travelers choose to go. For destinations like Vietnam, that shift may prove decisive.