Tet travel surge propels Hanoi toward high-value tourism

THE HANOI TIMES — With the Lunar New Year of the Horse lasting nine days, Hanoi views Tet as a strategic opportunity to accelerate tourism growth early in the year, supported by steady demand from mid- and high-end travelers.

Rather than focusing on headline visitor numbers, the capital has shifted its focus to quality, prioritizing longer stays, higher spending and deeper engagement as the market moves beyond its post-pandemic rebound, according to Dang Huong Giang, Director of the Hanoi Department of Tourism.

“With a longer Tet holiday and early preparation of tourism products, we expect an improvement in both visitor numbers and growth quality,” she said.

Our goal is to extend length of stay and increase tourist spending.”

The outlook builds on recent performance. During the Lunar New Year of the Snake in 2025, Hanoi welcomed about one million visitors, a figure officials now regard as a baseline rather than a peak.

Entering the Year of the Horse, the city expects stronger growth while consolidating its position as one of Vietnam’s leading destinations.

Anticipating higher arrivals during Tet 2026, tourism authorities have rolled out detailed plans to manage peak pressure.

A centerpiece of this year’s Tet offering is the “Happy Tet 2026” program at the Thang Long Imperial Citadel, scheduled from February 6 to February 10.

Spanning about 7,000 square meters, the program recreates Tet from past to present, featuring Spring Market scenes, traditional cuisine, craft village showcases, folk games and a “Tet in the Digital Age” zone using livestreaming, virtual reality and AI-supported cultural exploration.

For international travelers, the time before Tet in Hanoi is also a good chance to tour the city using the public bikes and two-decked buses to explore the nighttime, local culture and how people ready for the biggest holiday of the year.

Other key measures focus on safety, public order, traffic regulation and visitor guidance to reduce congestion at major attractions.

At the same time, Hanoi is directing travelers beyond the historic core. Tourism businesses are encouraged to promote new products and suburban destinations to diversify itineraries and ease pressure on central areas.

As the long holiday offers greater flexibility, domestic travelers are advised to plan early, book in advance and choose destinations aligned with their schedules and preferences.

From the business side, the Tet market shows a clear shift toward value-driven demand.

Many travel firms forecast growth of 15% to 20% from a year earlier, driven by travelers seeking higher-quality experiences rather than short, checklist-style trips.

Assessing booking trends, Tran Thi Bao Thu, Director of Communications and Marketing at Vietluxtour, said demand has become more segmented.

“Family groups and middle-aged travelers tend to book tours early to secure stable services and itineraries,” she said.

“Younger customers usually book later, giving them more flexibility in terms of time and finances,” Thu added.

In Hanoi’s Old Quarter, hospitality businesses say Tet creates a distinctive atmosphere that appeals strongly to international visitors, even as it increases operational pressure.

“Tet is always a very joyful time because we can see how much foreign guests enjoy the festive atmosphere of Vietnam,” said Gia Minh Tran, CEO of GM Premium Hang Bong Hotel.

“They are curious about the traditions and the pace of life during Tet and that makes their stay more memorable.”

Staffing remains a key challenge during the holiday period, he added.

“Manpower is always an issue during Tet,” Tran said. “It is easy to face staff shortages, so hotels have to arrange personnel early to make sure service quality is maintained.”

Beyond the Tet peak, Hanoi has launched broader tourism promotion efforts from early 2026, linked to infrastructure investment, product development, digital transformation and workforce improvement.

These initiatives support the city’s goal of welcoming nearly 36 million visitors this year, up from an estimated 33.7 million in 2025.

In this context, the positive recovery recorded during the 2026 New Year holiday serves as an early signal rather than the main objective.

For Hanoi, the Lunar New Year of the Horse marks the point where preparation, policy and market demand converge, offering a clear test of whether careful planning can translate into sustained momentum for the year ahead.

Beyond the capital, domestic travel demand during Tet is expected to remain strong.

Destinations in the Northeast and Northwest such as Sa Pa in Lao Cai Province, Lo Lo Chai in Tuyen Quang Province, Moc Chau in Son La Province and Dien Bien Province with the historic Dien Bien Phu battlefield are forecast to attract large crowds.

Short-haul trips to nearby destinations such as Ha Long Bay, Cat Ba Islands and Ninh Binh Province continue to appeal to families, while tours to central and southern regions and Phu Quoc gain traction thanks to competitive pricing and convenient air connections.

10 new relics highlight Hanoi’s rich heritage

The classification of 10 additional city-level relics highlights Hanoi’s efforts to strengthen heritage protection while extending recognition beyond the historic urban core.

Located in Phuc Son, Huong Son, Thanh Oai and Hung Dao communes, the newly listed sites reflect heritage closely linked to village life and long-standing belief systems.

Several relics stand out for their representative value, illustrating key dimensions of Hanoi’s cultural landscape, from religious practice and folk belief to traditions of learning and education.

The Ba Temple – Thuong Shrine – Vinh Xuong Thuong Pagoda complex in Phuc Son Commune illustrates the coexistence of different belief traditions within a shared sacred space, a common feature of northern Vietnamese villages.

The close arrangement of the temple, shrine and pagoda reflects the integration of Buddhist worship, folk belief and communal rituals.

Beyond architecture, the complex continues to host village ceremonies and seasonal observances, maintaining its role in community life.

Mau Doc Tin Temple in Huong Son Commune is associated with Mother Goddess worship, a belief system widely practiced in northern Vietnam.

The site remains active during local festivals and rituals centered on protection, prosperity and social harmony, highlighting the importance of safeguarding living religious heritage.

Van Chi Yen Noi in Hung Dao Commune reflects the village tradition of honoring learning and scholarship. Historically, van chi sites commemorated scholars and promoted respect for education and moral values within local communities.

In Yen Noi, the relic shows how Confucian ideals shaped rural society and supported learning across generations.

Together, these sites demonstrate the diversity of Hanoi’s heritage, spanning religious life, folk belief and educational tradition.

Their classification clarifies protection boundaries and management responsibilities, particularly in suburban areas facing rising development pressure.

Hanoi is home to more than 6,000 historical and cultural relics, including national special relics, national-level sites and city-level landmarks.

As Vietnam’s capital for more than 1,000 years since the founding of Thang Long in 1010, Hanoi’s history lives in both major monuments and village-based heritage spaces.

The latest classifications reaffirm the city’s approach to preserving this layered historical landscape across urban and suburban areas.