The Online Travel Tracker is a brand-new monthly report focusing on various subjects shaping the travel tech landscape in the region. This article is based on data from the Online Travel Tracker Volume 1: Vietnam Revealed.

To explore the full data, insights and market analysis, download the complete report here.

According to Google e-Conomy SEA, Vietnam’s digital economy was valued at $39 billion USD in 2025 and is set to more than double to $80 billion USD by 2030. Online travel is expected to grow in tandem, doubling to $8 billion by 2030 from $4 billion USD in 2025.

That growth is drawing everyone into the online race. Legacy tour operators are modernising at speed, international OTAs are consolidating their hold, domestic platforms specialising in niche mobility, and national-led super apps are quietly taking shape in the background.

Traditional travel giants go digital-first

Vietnam’s long-established travel brands are no longer treating digital as a side project. For some, digital is now core to future survival.

Vietravel, founded in 1995 with 40+ domestic branches, operates across tour operations, air ticketing and transportation via WorldTrans, and training through Vietravel Academy. The company is aiming to position digital tech as the backbone of its business, with a clear target to reach 70% of revenue generated via digital channels by 2030. To get there, Vietravel plans to invest in a “robust Vietravel Super App” to consolidate its ecosystem and compete as a leading OTA player.

Meanwhile, state-owned players are also adapting. Saigontourist, founded in 1975, spans a tour operator, more than 50 hotels and resorts, over 70 restaurants, and the Saigon Exhibition & Convention Centre (SECC). Hanoitourist, established in 1963, operates a tour business, 13 hotels, and the Ho Tay (West Lake) Water Park. Its offerings are now integrated into the iHanoi super app, used by residents and visitors alike, and include VR/AR night tours, ticketing and hotel bookings.

The digitally pragmatic traveller is also AI-ready

Vietnamese travellers are highly digital but not easily swayed by hype. A 2025 WiT–Social Seal study found that travellers gravitate towards vlogs, scenic tours, practical travel hacks and budget shopping strategies. They favour experience-driven and relatable storytelling, along with authentic, practical travel stories and detailed, bookmarkable guides that help with trip planning and shopping.

Read the full report here