Significant changes in tourists' travel preferences

27/08/2026
From choosing seasonal destinations and fixed-itinerary package tours, travelers are increasingly seeking flexible journeys that offer deeper and more meaningful experiences. This shift in demand is creating new requirements for destinations and tourism businesses to develop innovative products, improve service quality, and cater to an increasingly diverse range of travelers.

Homestays in Nam Sam Son Ward are increasingly preferred by families for weekend getaways.

On weekends, Nguyen Thi Nhung’s family from Van Loc Commune chooses a homestay in Nam Sam Son Ward for a two-day, one-night getaway. With both adults and young children in the family, Nhung is concerned not only about a convenient location and travel time, but also about a peaceful, nature-friendly setting where family members can have more quality time together.

After researching information on digital platforms, the family proactively booked their accommodation, dining and leisure activities, and arranged a suitable itinerary. The short trip provides just enough time to relax, enjoy fresh seafood, swim in the sea, and spend time together, making it a preferred option over an itinerary packed with sightseeing stops. “In the past, my family often traveled on package tours or took longer trips. But this summer, we prefer shorter journeys, comfortable accommodation, and a more relaxed schedule. What matters most is that everyone can arrange their work, have time to rest, let the children play, and allow the adults to unwind,” Nhung shared.

According to several travel businesses, over the past two years, families in particular, as well as independent travelers in general, have become increasingly proactive in searching for information, selecting services, and planning trips based on their available time, interests, and budgets. For short trips, especially weekend getaways, convenient transportation, accommodation quality, and suitable experiences are becoming key considerations.

Notably, different groups of travelers have different needs. Families with young children tend to prioritize relaxing spaces, convenient services, and activities suitable for all family members. Young travelers are more interested in new destinations, nature-oriented experiences, and exploration activities, while middle-aged travelers tend to focus on accommodation quality, cuisine, and wellness services. At the same time, social media and digital platforms are also contributing to the emergence of new travel trends, allowing visitors to easily access information, read reviews, and proactively select services before each trip.

In response to these changes, travel businesses in the province have quickly adjusted the way they develop and provide tourism products. Le Thi Phuong, Director of Lac Hong International Tourism Services JSC in Hac Thanh Ward, said: “Travelers’ needs are becoming increasingly diverse, particularly among independent travelers and groups with limited time. Alongside the demand for experiences, expectations for service quality are also rising. Visitors are willing to pay more if the service is worth the price. Therefore, in addition to package tours, themed products such as Thanh Hoa cuisine tours, craft village tours, and trekking combined with resort stays are also being developed. This approach allows businesses to reach a wider range of markets while continuously refreshing their tourism products.”

The market also shows considerable potential for tourism development beyond the traditional peak seasons. This is one of the factors contributing to the growth of the domestic tourism market. According to a report by the Department of Culture, Sports and Tourism, in the first seven months of 2026, the province welcomed more than 14 million visitors, with total tourism revenue reaching VND 33.105 trillion. These figures demonstrate the scale of the market while highlighting opportunities for businesses to continue developing new products, extending visitors’ stays, and increasing tourist spending.

As travelers’ needs continue to evolve, the tourism sector is required not only to offer more destinations but also to create products tailored to different visitor groups and available timeframes. For Thanh Hoa tourism, accurately understanding the needs of each market, developing new products, and improving service quality are being identified as key solutions to better utilize existing tourism resources and gradually create year-round travel experiences capable of keeping visitors coming back.

Source: Baothanhhoa.vn

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