As Vietnam continues to attract more Australian travellers, the Vietnam National Authority of Tourism (VNAT) is looking to strengthening its relationship with the Australian travel trade in the new year, Vice Chairman Ha Van Sieu has told travelBulletin.
According to the Australian Bureau of Statistics, travel from Australia to Vietnam increased 54% in the first quarter of 2025 compared to the same period in 2019 – making it the fastest-growing Southeast Asian destination for Australian travellers.
“Australian arrivals to Vietnam have been growing steadily, especially post-pandemic, with strong demand concentrated in the northern region and beach destinations,” VNAT Chairman Ha Van Sieu told tB, citing to the 450,000 Australians who visited the country in the first 10 months of 2025.
This coming year, VNAT’s key focus will be on growing its partnerships with Australian agencies, improving product quality and developing more premium small group tours, wellness packages, and cruise-based itineraries, he said.
“We are ready to coordinate with VNTO and airlines to host more media trips, fam trips, and agent experiential programs focused on Northern Vietnam, cruising, and wellness,” explained Sieu.
“We are also offering competitive commission structures and joint marketing support for Australian partners.”
The organisation recently hosted a Vietnam Tourism Roadshow at the Sydney Marriott in collaboration with Vietnam Tourism Development Fund, Vietnam Airlines, and Best Price Travel, which just launched in Australia.
The evening began with a B2B networking session, as attendees chatted with suppliers from all over Vietnam, which was followed by a gala dinner. During dinner, guests heard about the nation’s tourism landscape from representatives.
Vietnamese operator BestPrice Travel launches in Australia
Fifteen-year-old Vietnamese travel business BestPrice Travel launched in Australia five months ago, off the back of Aussie visitors being one of the company’s most important inbound markets.
“Entering the Australian market formally allows us to support travellers closer to home, offer a smoother booking and customer-care process, and strengthen partnerships with local travel agents,” BestPrice Travel Chief Marketing Officer Bui Thanh Tu told tB.
“We see Australia as a market with strong growth potential and a close cultural affinity with Vietnam, making it a natural next step in our international strategy,” he said.
In the past few months, Tu explained the business has been actively building a strong trade network through dedicated B2B booking support with speedy quotations, net rates, and personalised itineraries.
It has also offered agents training sessions and product updates to build their knowledge of the country and improve their selling skills around new trends such as wellness, boutique cruising and off-the-beaten-path trips.
Tu also noted that BestPrice Travel offers competitive commission structures and opportunities for co-marketing, as well as upcoming famil trips to give agents firsthand experiences of their cruises and signature tours.
“Our goal in Australia is to support the trade with products that are profitable, easy to sell, and consistently high-quality,” he said.
“Travellers want reassurance and local expertise. Many customers specifically choose BestPrice Travel because we operate directly in Vietnam and can provide on-ground support 24/7.”
Aussies exploring Vietnam
Australians’ love of Vietnam could be due to increasingly popular trends around wellness, slow travel, cultural immersion and food – all experiences which the country offers in spades.
“Australians typically enjoy a combination of cultural immersion and relaxation – cruising in Ha Long Bay, exploring Hanoi’s Old Quarter, joining food tours, and spending time in Danang, Hoi An and Phu Quoc,” said Sieu.
“They value authenticity, small-group experiences, wellness retreats, and high-quality beach resorts. Many are also increasingly interested in soft adventure, such as trekking in Sapa or cycling in rural areas.”
Like many tourism organisations around the world, VNAT is also keen to shine a light on Vietnam’s lesser-known regional areas, such as Quang Ninh, known for Yen Tu Sacred Mountain, adventure activities and new luxury cruise products.
There is also Ninh Binh, also known as “a Ha Long Bay on land”, with its beautiful landscapes and peaceful rural experiences, and Ha Giang and Cao Bang, which make up the northern loop, and offer waterfalls, caves and authentic ethnic culture.
NSW-based travel advisor Alex Pilarski from Travelglobe recently discovered two under-the-radar destinations in Vietnam: coastal town Vung Tau and family-friendly Ho Tram.
“Families are always booking Bali or running to Fiji, but they really should be looking here,” she told tB.
“For anyone wanting a fresh Vietnam experience beyond the usual Hanoi-Ha Long-Hoi An route, these two places are a brilliant alternative.”
“It’s only about a two-and-a-half-hour drive from Ho Chi Minh City. That might sound like a bit of a haul, but it’s absolutely worth it. Plus, by the middle of next year, there’s a new international airport set to open closer to these areas, which will make the trip even easier.”
Pilarski pointed to the relaxed atmosphere in Vung Tau and the Binh Chau hot mineral springs, which were a highlight of her trip.
Meanwhile, she also highly recommended the Holiday Inn Resort Ho Tram Beach, which “has absolutely nailed it for families”.
“From the rooms to the activities, a movie theatre, games arcade, epic pools, and right on the beach, it’s just brilliant. Even the buffet has a special kid section made for their height. I was honestly blown away the whole stay, and all I kept thinking was this is exactly where families need to come,” she said.
Wellness on the rise
In addition, the wellness tourism industry is growing in Vietnam, particularly in regions such as Yen Tu, Ninh Binh and Hue, which feature a number of resorts, ideal for health-focused travellers.
At the recent Vietnam roadshow, BestPrice Travel representative and Aviareps General Manager Emilie Groleau discussed the growing popularity of wellness holidays for Australians, noting that they spend $5,000 -$10,000 per trip.
Since BestPrice Travel launched in Australia five months ago, Tu has also observed cruising in Vietnam is a major drawcard for many Australian travellers, particularly luxury Ha Long Bay sailings, with multi-day itineraries and wellness add-ons or cultural immersion “performing exceptionally well”.
He has also noticed that Australians “prioritise value and quality over volume”.
“Travellers are willing to invest in upgraded cruise cabins, boutique hotels, and curated experiences if they feel the product is trustworthy,” Tu said.
“Overall, the Australian traveller is thoughtful, experience-driven, and highly receptive to products that offer authenticity with comfort.”
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