TMG – Vietnam is rapidly establishing itself as one of the most attractive destinations for Australian travellers, with visitors willing to spend between AUD 5,600 and AUD 6,200 (approximately VND 105–117 million) per trip, according to industry data.
An Irresistible Destination
Waking up to the fresh countryside air at a resort in Tam Coc, Ninh Binh, 62-year-old Australian visitor Beyond takes in the scent of nearby rice fields and the peaceful rhythm of rural Vietnam. For her, the country has become a place of comfort and belonging.
“Life is short. Once you’re in your sixties, you start thinking differently about how you want to spend your time. Vietnam is a place I truly love, so I decided to come here and live for a while. Whether it’s the right decision or not, I know that at this moment, I’m very happy,” she shared.
Beyond currently rents a private apartment within a resort for just AUD 32 per night, including breakfast and access to facilities such as the swimming pool. She noted that finding a similar offering at such a price point in Australia would be nearly impossible.
Compared with living costs back home, Vietnam offers significantly better value, while also giving her the opportunity to immerse herself in local culture and connect with local communities. These factors ultimately convinced her to relocate to Vietnam earlier this year.
Another Australian traveller, Brian Johnston, visited several major Vietnamese cities during a trip earlier this year. For him, one of the country’s greatest attractions is its street food culture.
“What amazed me most was how chefs create such incredible dishes in such small spaces,” he said. “Then you taste the food, and the flavours are extraordinary. Even the simplest roadside eateries can deliver unforgettable dining experiences.”
Among all the dishes he tried, Vietnamese bánh mì stood out as his favourite — a culinary experience he believes is difficult to replicate anywhere else in the world.
Beyond the food, Johnston was particularly impressed by the warmth and friendliness of the Vietnamese people.
“The hospitality is genuine and extended to everyone, regardless of nationality or background. It creates an environment that feels welcoming, accessible and safe,” he added.
Their stories reflect a broader trend as increasing numbers of Australians choose Vietnam as their preferred holiday destination. Industry observers predict that Vietnam will continue to strengthen its position and become one of the fastest-growing outbound markets for Australian travellers in the coming years.
Vietnam’s Growing Appeal in the Australian Market
According to the Vietnam National Authority of Tourism (VNAT), Australia ranks among Vietnam’s top ten international source markets, while Vietnam is now one of the top twenty outbound destinations for Australian travellers.
Visitor arrivals from Australia have shown remarkable growth over the past several years.
Vietnam welcomed approximately 383,000 Australian visitors in 2019 before international travel was disrupted by the COVID-19 pandemic.
As travel resumed, arrivals rebounded to nearly 145,000 in 2022, before climbing to 390,000 in 2023 and 490,000 in 2024. In 2025, the market reached a new record of approximately 550,000 arrivals.
Data from Travel Agent Finder further highlights Vietnam’s growing popularity, with the country entering the Top 10 most-searched international destinations among Australian travellers in March for the first time.
According to Tran Thi Bao Thu, Marketing and Communications Director of Vietluxtour, Australian travellers generally favour meaningful, immersive experiences over fast-paced sightseeing itineraries.
“They are interested in culture, history, nature and local cuisine rather than simply collecting photos at popular landmarks,” she explained.
Recent geopolitical uncertainties in some regions and rising travel costs across Europe have also encouraged travellers to seek destinations that are closer to home, safe and offer strong value for money.
Popular destinations among Australian visitors include Ho Chi Minh City, Hanoi, Da Nang, Ha Long Bay and Hoi An — places that combine spectacular scenery with rich cultural heritage.
In terms of accommodation and services, Australian travellers tend to prioritise professionalism, cleanliness and authentic experiences. Many prefer four-star and five-star properties, as well as curated itineraries featuring cultural exploration, gastronomy and leisure experiences.
A High-Value Market for Vietnam
Tourism operators across Vietnam consistently identify Australian visitors as a high-spending and stable source market.
According to a report by Austrade, the Australian Government’s trade and investment agency, Australians spend an average of AUD 5,600–6,200 per trip to Vietnam, placing them among the higher-spending visitor segments in the region.
Travel companies report that Australian guests typically choose itineraries lasting between seven and twelve days and are willing to pay for quality experiences rather than focusing solely on price.
Nguyen Quoc Duy, Sales Director of Paradise Vietnam, which operates luxury cruises in Ha Long Bay and Lan Ha Bay, said Australia is currently among the company’s six most important international source markets.
Australian travellers are particularly drawn to experiential activities such as kayaking, bamboo boat excursions, Vietnamese cooking classes and live entertainment onboard cruises.
According to data from Thien Minh Group (TMG), analysed by Ms. Nguyen Thi Lan Ca, Group Marketing Director, Australian travellers represent one of Vietnam’s highest-value visitor segments. They frequently choose premium accommodation, quality dining experiences and exclusive travel offerings.
Travellers from Australia are also willing to invest in wellness experiences, spa treatments and cultural excursions that combine local authenticity with comfort and convenience.
While they may not be the biggest retail spenders, Australians are happy to spend on food, local experiences and handicrafts with cultural significance. This spending pattern aligns closely with Vietnam’s ambition to develop a more sustainable, high-value tourism model.
Industry experts point to Vietnam’s coastal destinations as key drivers behind the country’s growing popularity.
Sarah King, a representative from Expedia, noted that Nha Trang is increasingly viewed by international travellers as Vietnam’s resort capital thanks to its long beaches, year-round sunshine and relaxed atmosphere — all attributes highly valued by Australian holidaymakers.
Expedia data shows that Nha Trang and Da Nang are among Asia’s fastest-growing destinations, recording search growth of approximately 65%, while Phu Quoc has seen growth of around 45%.
Alongside its diverse tourism offerings, Vietnam continues to benefit from its affordability. Visitors can enjoy high-quality accommodation, dining and transportation at prices that remain competitive compared with many international destinations.
Improved air connectivity is another major advantage. Direct flights now connect Sydney, Melbourne, Brisbane and Perth with Hanoi and Ho Chi Minh City, with carriers such as Vietnam Airlines, Qantas and VietJet Air continuing to expand services between the two countries.
Australia is increasingly recognised not only as a high-potential market, but also as a high-quality one, characterised by longer stays, stable spending patterns and a strong appetite for the types of experiences that Vietnam excels at delivering.
Industry experts believe greater focus should be placed on developing products tailored to Australian travellers, particularly in the areas of culture, heritage, coastal resorts, sustainable tourism and premium MICE experiences.
Australian travellers are not simply seeking destinations to tick off a list. They are looking for meaningful experiences, deeper connections and authentic encounters.
As Vietnam continues to strengthen its tourism offering, the Australian market is expected to play an increasingly important role in the country’s transition towards a higher-value, more sustainable tourism economy.
Source: Dan Tri News
