Working in market - Vietnam

Distribution system

The Vietnam market is evolving rapidly from traditional group tours to more diverse travel segments. While online bookings are increasing among tech-savvy younger travellers, traditional travel agencies still play a critical role in visa processing and high-touch service for luxury and family groups.

Wholesalers/large agents

• The traditional wholesaler model does not apply in Vietnam. Instead, large-scale travel companies operate as “mega-retailers”, managing everything from product development and visa processing to direct consumer sales. These companies typically maintain direct relationships with Australian Inbound Tour Operators (ITOs).
• Major players such as Vietravel and Saigontourist dominate the landscape, leveraging extensive nationwide branch networks and independent marketing budgets. Some also act as consolidators, taking reservations for "combined departure groups" from smaller agencies. This allows smaller operators - who may have limited access to ITOs or lack the volume for their own departures - to sell Australian packages without the need for independent consumer advertising.

Retail agents 

• The distribution landscape is concentrated in major hubs like Ho Chi Minh City and Hanoi. There are thousands of licensed travel agents in Vietnam, but around 70 of these specifically focus on the Australian products due to the complexity of visa requirements and the premium nature of the destination.
• The major retail agents include Vietravel, Saigontourist, Top Ten Travel, BenThanh Tourist, Hoan My Travel, Viet My Tourist, Trieu Hao Tourist, Ngoi Sao Group Tourism, Hanoitourist, Flamingo Redtours.

Online

• The Online Travel Agency (OTA) sector is booming, driven by a young, mobile-first population. Major international OTAs are growing their presence in Vietnam.
• Key OTAs and metasearch engines include: Agoda, Booking.com, Traveloka, Trip.com, Kkday, Klook, Skyscanner.

Aussie Specialists

• The Aussie Specialist Program is the primary platform for Tourism Australia to train and develop front line travel sellers to best sell Australia, with ASP Vietnamese portal was officially launched in November 2025.
• There are over 36 qualified Aussie Specialists in Vietnam, with numbers growing as interest in Australia surges.

Inbound Tour Operators

• ITOs are indispensable for the Vietnam market, particularly for managing leisure groups series and incentive groups. They provide the necessary language support and cultural nuance required by Vietnamese travelers.
• Major ITOs servicing the market include: Queentours Australia, Melbourne Saigon Travel, Australia & Beyond Holidays (AABH), Top Tour, Tournets Australia, Cockatoo Adventures Australia, Mekong Travel & Tours Australia, E-tours Australia, H20z Travel.

Trends

Distribution

• Visa Assistance: Vietnamese travelers face stricter visa requirements. Consequently, traditional agents remain highly relevant as they provide essential "concierge" services for visa applications.
• Social Media Influence: Facebook and Zalo are the dominant platforms for travel inspiration and customer service. Many Vietnamese consumers will "chat" with an agent via social media before committing to a purchase.

Planning and purchasing travel

• The total trip spend to Australia by Vietnamese was AUD$1.1 billion in 2024, growing by 13% compared to 2023, while the average trip spend for leisure travellers was AUD$3,531 (Source: IVS 2024).
• While group tours remain popular for first timers, there is a rising trend of "Semi-FIT" travelers who book flights and hotels themselves but purchase local day tours and experiences via platforms like Klook.
• Seasonality: Vietnamese travelers favor Spring (September–November) to see flowers and Autumn (March–May) for fall foliage. Families also prefer traveling during the summer holidays (June–August) to enjoy the cool winter weather in Australia. There is also a significant travel peak during the Tet (Lunar New Year) period in January or February, driven by the extended public holiday.

Planning a visit to market

Top tips for sales calls

• The best time for sales calls is March/ April (after Tet Holiday and ahead of the summer holiday peak) and September - November (after summer holiday peak and before the year-end travel season).
• VITM Hanoi (April) or ITE HCMC (September) are the two biggest B2C travel fairs in the country, promoting both domestic and international travel to end consumers in Northern and Southern region respectively.
• Language: While most of the travel agents can speak and understand basic English, having marketing collateral translated into Vietnamese is a significant advantage.