Vietnamese parents shift to culture-focused domestic travel for family bonding

THE HANOI TIMES — Giang Dinh, a visitor from Lam Dong in Vietnam’s Central Highlands, still recalls the moment she and her relatives squeezed through the leafy alleys of Hanoi’s Old Quarter, drawn by the echo of street vendors and the mouthwatering aroma of bun rieu simmering on the sidewalk.

“We were all so excited by the vibrant street life, the narrow lanes, the sounds and smells, the sheer energy of the city,” she told The Hanoi Times after a two-week holiday in the capital. “It’s a wonderful opportunity to experience a truly different culture.”

As summer 2025 approaches, Giang’s story is becoming increasingly familiar. A growing number of Vietnamese families are turning to domestic travel not just for leisure, but as a way to reconnect, enrich their children’s understanding of culture, and create shared experiences that span generations.

Varun Grover, Country Head for Vietnam at Booking.com shared that Hanoi is quietly but steadily rising in popularity as a meaningful city getaway destination for families.

“The capital city of Vietnam, with its rich history, food culture, and growing family-friendly infrastructure, is becoming a compelling choice for those looking to travel meaningfully without going far,” he stated.

Hanoi offers travelers of all ages a balance of historical charm, modern convenience, and accessible cultural experiences. From leisurely cyclo rides through the Old Quarter to weekend night markets and traditional performances, Hanoi enables families to explore heritage and tradition interactively.

Hanoi's culinary landscape is another draw, offering countless street food options and local dishes that appeal to adventurous eaters and picky children alike. The city becomes more appealing to families seeking a stress-free urban experience thanks to the recent increase in pedestrian-friendly areas and improved public amenities.

A significant shift in Vietnamese family travel behavior has recently been revealed in Booking.com's newly released "Travel Trends 2025" report.

Accordingly, 65% of Vietnamese travelers see holidays as a valuable way to strengthen family bonds; 88% of parents advocate their children's exposure to diverse cultures; and 59% look forward to trying local food and delicacies together as a family.

This shift in mindset is embedding travel more deeply into the family lifestyle. Now, 58% of Vietnamese parents prioritize annual travel, regardless of changing circumstances. Furthermore, 41% intend to increase their travel budget this year compared to last year, indicating a desire for more meaningful and fulfilling experiences.

Although international destinations continue to attract attention, particularly in the Asia-Pacific region, domestic tourism remains at the heart of most summer plans. Coastal cities like Danang, Nha Trang, and Phu Quoc Island remain popular with families thanks to relaxation and activities for children. Highland and central retreats, such as Da Lat and Quy Nhon, are also gaining popularity due to their milder climates and outdoor attractions.

“Whether it’s a beach escape or a cultural city trip, Vietnamese families are embracing a travel mindset centered on purpose and connection,” shared Varun Grover.

As summer 2025 begins, domestic travel continues to serve as more than just a leisure activity; it is also an intentional act of reconnection. Destinations like Hanoi, which offer multi-generational appeal and a mix of old and new, prove that the most memorable journeys sometimes begin at home.