Vietnam Sees a Surge in Interest for Lesser-Known Travel Destinations
Vietnam’s tourism landscape is undergoing a remarkable shift. While the nation’s iconic hubs such as Hanoi, Ho Chi Minh City, Halong Bay, and Hoi An remain at the forefront of global travel itineraries, an increasing number of visitors are setting their sights on destinations beyond the traditional hotspots. A recent report from Agoda, the global digital travel platform, reveals that searches for so-called “secondary destinations” in Vietnam have risen by 9% in the first half of 2025 compared to the same period in 2023.
This upward trend underscores a growing preference for smaller cities, rural landscapes, and culturally rich enclaves that offer authenticity, tranquility, and closer connections with local communities. The shift not only reshapes the experience of travelers but also signals new opportunities—and challenges—for Vietnam’s tourism industry.
What Defines “Secondary Destinations” in Vietnam?
In tourism terms, secondary destinations refer to locations outside Vietnam’s top ten most visited areas. Traditionally, the spotlight has fallen on Hanoi, Ho Chi Minh City, Halong Bay, Hoi An, Da Nang, Nha Trang, Phan Thiet, Vung Tau, Phu Quoc, and Da Lat. These cities and beach resorts have long served as the engines of Vietnam’s tourism economy.
But as mass tourism intensifies in these areas, more visitors are drawn to the country’s “hidden gems.” These smaller towns, mountain retreats, and culturally diverse provinces provide unspoiled landscapes, vibrant traditions, and slower rhythms of life. The allure of authenticity is gradually propelling them onto the radar of both domestic and international travelers.
Rising Stars: Vietnam’s Emerging Secondary Destinations
Agoda’s report highlights several provinces that have experienced notable spikes in searches and bookings: Thanh Hoa, Nghe An, Ha Giang, and Quang Binh. Each offers a distinct character:
• Thanh Hoa – Known for the pristine Pu Luong Nature Reserve, Thanh Hoa offers terraced rice fields, traditional stilt houses, and an unspoiled rural atmosphere. Alongside natural beauty, its ancient temples and UNESCO-recognized Trang An Scenic Landscape Complex provide cultural depth. Unlike Hanoi or Halong, Thanh Hoa remains refreshingly untouristed, offering a raw and genuine slice of Vietnamese life.
• Nghe An – Vietnam’s largest province combines stunning beaches such as Cua Lo with the biodiversity of Pu Mat National Park. Rich in ethnic minority cultures, Nghe An allows visitors to immerse themselves in local festivals, traditional crafts, and village life, making it a balanced blend of coastal charm, cultural exploration, and ecological adventure.
• Ha Giang – Often described as Vietnam’s final frontier for adventure tourism, Ha Giang boasts towering limestone mountains, winding passes, and the UNESCO-recognized Dong Van Karst Plateau Geopark. Ethnic diversity—from the H’Mong and Dao to the Tay peoples—adds cultural richness to the breathtaking scenery. Ha Giang is particularly popular among trekkers, bikers, and cultural explorers seeking experiences far beyond mainstream tourism.
• Quang Binh – Situated on Vietnam’s central coast, Quang Binh has emerged as a global hotspot for adventure tourism. Its crown jewel, Phong Nha–Ke Bang National Park, is a UNESCO World Heritage Site celebrated for its dramatic karst landscapes and vast cave systems, including the record-breaking Son Doong Cave. Beyond caving, Quang Binh offers pristine beaches, jungle trekking, and river adventures. It is an ideal destination for eco-conscious travelers and adventurers seeking world-class natural wonders with fewer crowds.
Why Are Travelers Turning to Secondary Destinations?
Several key factors are fueling this shift:
Improved Infrastructure
Vietnam has invested heavily in transportation networks, including highways, upgraded roads, and expanded domestic flight routes. These improvements make remote areas like Ha Giang and Pu Luong far more accessible. Accommodation options—from boutique homestays to eco-lodges—have also expanded, enabling visitors to travel comfortably without sacrificing local authenticity.
Cultural Tourism Initiatives
Local governments and tourism boards are increasingly promoting heritage-based travel. Festivals, ethnic markets, and craft workshops highlight traditions that set these destinations apart. For example, Ha Giang markets brim with color and cultural vibrancy, while Thanh Hoa leverages its temples, craft villages, and historical relics to attract heritage travelers. Quang Binh, meanwhile, has positioned itself as a hub for sustainable adventure, blending ecological preservation with immersive cave exploration.
Desire for Authenticity
As Vietnam’s primary destinations grapple with overtourism, many modern travelers—especially millennials and Gen Z—seek more meaningful, crowd-free experiences. Secondary destinations provide opportunities to connect directly with local people, learn about their customs, and enjoy natural surroundings without commercialization.
Opportunities and Challenges
The rising demand for lesser-known destinations presents a dual reality: economic opportunities for local communities alongside pressing concerns about sustainability.
Economic Benefits
Tourism growth in smaller towns can generate employment and stimulate local businesses, from family-run homestays and restaurants to handicraft cooperatives and eco-tours. This “tourism dividend” has the potential to raise living standards, reduce urban migration, and foster pride in local heritage.
Sustainability Concerns
Unmanaged growth poses risks: environmental degradation, cultural dilution, and strain on fragile ecosystems. Ha Giang’s mountain passes, for example, could suffer from uncontrolled motorbike traffic, while Pu Luong’s pristine landscapes risk being overwhelmed by unregulated resorts. Policymakers and industry leaders must emphasize sustainable practices—such as eco-tourism, responsible trekking, and community-based tourism—to preserve authenticity while ensuring long-term benefits. Quang Binh, with its fragile cave ecosystems, particularly illustrates the importance of careful visitor management.
Looking Ahead: The Future of Tourism in Vietnam
Vietnam’s tourism future lies in balance. Its iconic destinations will remain magnets, but the rise of secondary destinations signals a diversification that can enhance resilience and spread economic benefits more equitably. With continued infrastructure investment, stronger cultural initiatives, and a shared commitment to sustainability, Vietnam has the chance to craft a model of tourism that embraces both growth and preservation.
For travelers, this evolution promises richer journeys. Beyond Hanoi’s bustling streets or Hoi An’s lantern-lit alleys, they can explore remote rice terraces, experience highland markets, descend into the world’s largest cave, and immerse themselves in ethnic cultures. For Vietnam, the shift is more than a trend—it represents an opportunity to redefine its tourism narrative for the next generation.
Lux Travel DMC®, Vietnam’s first luxury tour operator and winner of Best Inbound Tour Operator in Vietnam 2025, continues to lead with tailor-made, innovative, and emotion-rich journeys. The company delivers unique experiences, guiding travelers to lesser-known destinations where culture and nature converge. With a philosophy rooted in storytelling and authenticity, Lux Travel DMC® creates meaningful connections between visitors and local communities. Each journey is crafted to inspire discovery, celebrate heritage, and leave lasting memories, reaffirming the brand’s pioneering role in shaping Vietnam’s luxury travel landscape.
