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Travel trends in 2025 and opportunities for Lao Cai tourism
Every year, travelers choose popular travel styles, new activities, and trending experiences based on their interests, budget, age, and current trends. In 2025, new travel trends will emerge, and Lao Cai will have many opportunities to attract tourists following these trends.
In recent years, the early months of the year have been the peak travel season. Domestic tourists often visit temples and go on spring trips. Many travelers from the South and big cities choose to visit northern provinces during Tet to enjoy the cool weather that the warm South does not have. From December to March, many international tourists also take their holidays. Vietnam’s winter-spring weather is more comfortable for them, and since it is not the peak season for local tourists, more foreign visitors come during this time. Because of this, the early months of the year remain a key period for Vietnam’s tourism industry. It is also a great opportunity for Lao Cai to grow and work towards its goal of welcoming 10 million visitors in 2025.
Positive Signs for Tourism
According to the General Statistics Office, Vietnam welcomed 17.6 million international visitors in 2024, a 40% increase compared to 2023 and reaching 98% of the pre-pandemic level in 2019. Notably, international arrivals surged in the last months of the year, with December being the peak period, bringing in around 1.75 million visitors—102% of November’s total and 27% higher than December 2023. In Lao Cai, the Department of Tourism estimated that the province received about 8 million visitors in 2024, including over 820.000 international tourists and more than 7.180.000 domestic travelers. This accounted for 94% of the annual target (8.500.000 visitors) and marked a 10% increase from 2023. Total tourism revenue reached approximately 26.700 billion VND, 98% of the planned target (27.200 billion VND) and 20% higher than in 2023. In December 2024 alone, Lao Cai welcomed an estimated 645.000 visitors, including 84.000 international tourists and 561.000 domestic travelers, increase 4.2% from the previous month. Total revenue from tourists reached about 2,240 billion VND, up 6.4% over the previous month (2,105 billion VND). These strong numbers signal another successful year for Vietnam’s tourism industry in general and Lao Cai in particular.
Tourism Booms from the First Day of 2025
Winter and spring are peak seasons for international tourists visiting Vietnam and Lao Cai. In recent years, after the COVID-19 pandemic, high-spending travelers from temperate countries in Europe, East Asia, and nearby Southeast Asian markets have chosen Lao Cai for vacations. They visit to escape the harsh winter, enjoy the warm sunshine, and explore the local culture. During the Lunar New Year holiday, the number of international visitors tends to increase, especially among high-spending tourists who prefer luxury hotels and resorts with full services. Many visitors come to Lao Cai to experience the festive atmosphere of Vietnamese Tet while enjoying sightseeing and relaxation.
In recent years, Vietnam’s New Year holiday has typically lasted only one day, but tourist numbers have still increased across the country, including in Lao Cai. For example, in Hanoi, the number of international visitors rose by 67% compared to the previous year, with total tourism revenue reaching nearly 600 billion VND. In Ho Chi Minh City, international arrivals during the 2025 New Year holiday were estimated at 41.215 visitors, generating over 2000 billion VND in tourism revenue. In Lao Cai, during the New Year holiday on January 1, 2025, the province welcomed approximately 56.600 visitors, including: Sa Pa: 40.600 visitors, Lao Cai City: 25.000 visitors; Bac Ha: 2.000 visitors; Bat Xat: 1.000 visitors; Bao Yen: 1.200 visitors. Hotel occupancy rates across the province ranged from 40% to 50%, while in Sa Pa National Tourist Area, the occupancy rate for 3- to 5-star hotels reached around 70%.
The New Year holiday and the Lunar New Year (Tet) holiday are great opportunities for Lao Cai tourism to grow. During this time, local areas organize unique cultural festivals, attracting visitors with beautiful spring scenery and the warm hospitality of the people. To take advantage of this opportunity, Lao Cai has launched various tourism promotion programs, working with local authorities to organize many exciting events, Cultural exchange performances such as Spring and New Year art shows, Welcome events for the first tourist groups of the year, New Year’s countdown celebrations, Firework displays to celebrate important national moments, Special tourism products introduced by businesses and local areas. Several localities have also planned major cultural events. Van Ban District issued Plan No. 337/KH-UBND (December 27, 2024) for activities before, during, and after the Lunar New Year 2025 (Year of the Snake – Ất Tỵ). Lao Cai City issued Plan No. 395/KH-UBND (December 17, 2024) for the 9th Den Thuong Festival, a national intangible cultural heritage event, and Plan No. 406/KH-UBND (December 26, 2024) for New Year and Party celebrations. Bat Xat District will host the 2025 Spring Culture & Culinary Festival. Bac Ha District will organize the 2025 Bac Ha White Plateau Festival – Drunken with Spring. These diverse events will be held across villages and heritage sites, aiming to preserve and honor ethnic culture, create a joyful spring atmosphere for local people, and attract tourists to explore and experience Lao Cai’s rich traditions.
Many Travel Trends in 2025
Travel trends for 2025 have been researched, surveyed, and reported by many organizations. According to a 2024 survey by American Express, solo travel will be a key trend among young travelers in 2025. The reason is that solo trips are easier to plan and allow travelers to follow their own interests without having to compromise with a group. Alongside solo travel, family travel is also expected to grow stronger in 2025, especially after the impact of COVID-19. Experts predict that travelers will prefer remote, less crowded, and untouched destinations. This presents a great opportunity for Vietnam’s tourism industry, as many areas across the country still preserve their natural beauty, unique ethnic cultures, and distinctive landscapes. Additionally, in recent years, Vietnam has been recognized by leading international travel websites as a safe destination for solo travelers, women, and families. With these advantages, Vietnam must take proactive and quick steps to stay ahead of the trend and work toward its goal of welcoming 23 million international visitors in 2025.
At the beginning of 2025, the online travel platform Agoda quickly updated the latest travel trends through its 2025 Travel Trends Report. According to the report, Asian travelers are increasingly focusing on relaxation trips, family experiences, and exploring new destinations, which is driving the growth of the regional tourism industry. The Agoda survey also found that Vietnamese travelers are prioritizing family time and seeking relaxation after a busy lifestyle. More tourists are showing interest in discovering new places. The report highlights six major travel trends in 2025: Family travel is dominant, with 39% of Vietnamese travelers planning to travel with their families in 2025, while solo travel (20%) and couple travel (17%) are also popular. However, Vietnam’s family travel rate is still lower than Indonesia (58%), which leads the region in multi-generational family trips. Relaxation is the top motivation for travel, with 65% of travelers prioritizing relaxation, 49% interested in cultural exploration, and 39% traveling to visit family and friends. Singapore leads the region, with 87% of travelers stating that rest is their main reason for traveling. Technology is essential for trip planning, as 78% of Vietnamese travelers use travel apps, while India (89%) and the Philippines (82%) have the highest rate of tech-savvy travelers. Combining work and travel is also growing, with 48% of travelers still taking traditional business trips, and 1 in 25 Vietnamese travelers wanting to work remotely while traveling in 2025. New ways to explore destinations are emerging, with 84% of travelers inspired by personal interests and passions, 55% choosing destinations based on budget, and 35% relying on recommendations from family and friends. 17% of Vietnamese travelers get travel ideas from social media, compared to 29% in Malaysia and Indonesia, where Instagram and other platforms strongly influence travel decisions. Theme parks remain a major attraction, as 14% of Vietnamese travelers plan to visit amusement parks in 2025, with famous destinations including Disneyland (Tokyo, Shanghai, Hong Kong), Lotte World (Seoul), Universal Studios (Osaka, Singapore), and Ferrari World (Abu Dhabi). Survey data shows that 1 in 8 Vietnamese travelers (14%) wants to visit an amusement park in 2025.
According to Business Today (India) on December 20, data from a visa processing platform revealed that one of the most prominent travel trends in 2025 is the significant increase in solo female travelers. In 2024, 30% of individual visa applications were from women, and this figure is expected to rise to 37% in 2025. Tim Hentschel, CEO of HotelPlanner, noted that more people are choosing to travel alone, partly as a result of the pandemic, which led many in the industry to highlight the desire for independence from group travel. Group trips—despite often starting with excitement and well-planned itineraries agreed upon by all members—can sometimes come with an unwanted consequence: friendships ending by the time the trip is over. In August 2024, Thrillist even published a striking article titled “Why It’s Time to Say Goodbye to Group Travel.” However, in Vietnam, many young travelers still enjoy group trips, especially for adventure travel, mountain trekking, and exploring new destinations.
Opportunities for Lao Cai Tourism to Break Through in 2025
Every year, travelers choose popular travel styles, new activities, and trending experiences based on their interests, budget, age, and emerging trends. In 2025, Lao Cai is expected to follow global and national tourism trends, as forecasted by experts and organizations. These include solo travel among young people, relaxation-focused tourism, technology-driven tourism, work-and-travel trips, and family travel. With these trends, Lao Cai has many opportunities to attract tourists, aligning with broader industry shifts and setting the stage for a major breakthrough in 2025, aiming to welcome 10 million visitors. With its natural and cultural advantages, Lao Cai can maximize its tourism potential if it prepares early. No matter the trend—whether family travel, group travel among young adventurers, or solo travelers seeking unique experiences—Lao Cai has the potential to meet diverse demands. From remote landscapes for adventure sports to high-end resorts for luxury relaxation, Lao Cai is well-positioned to capitalize on various travel trends and attract visitors looking for both thrill and comfort.
Lao Cai has rich tourism potential, with many untouched natural areas, beautiful landscapes, and destinations ideal for adventure tourism. Many local communities preserve their unique cultural traditions, offering authentic experiences for visitors. At the same time, Lao Cai’s tourism infrastructure is increasingly diverse, catering to various types of travelers, from young explorers to families and high-spending luxury tourists. With 2025 global travel trends favoring nature, cultural experiences, and digital transformation, Lao Cai has great opportunities to attract and meet the needs of tourists. To fully capitalize on these trends, it is essential for local authorities, tourism businesses, and service providers to act quickly and adapt to changing traveler demands. If Lao Cai seizes these opportunities and responds effectively, 2025 could be a breakthrough year, boosting both visitor numbers and tourism revenue, while laying the foundation for long-term tourism growth over the next five years.
To seize these opportunities and tourism trends, as well as to analyze and update growth forecasts for Lao Cai’s tourism sector in 2025, several proactive solutions need to be implemented. These include strengthening tourism promotion by expanding marketing efforts and developing new tourism products under Resolution No. 11 of the Lao Cai Provincial Party Committee, which outlines tourism development plans up to 2030 with a vision to 2045. This involves promoting tourism through various tools, platforms, and marketing campaigns at the local, national, and international levels. Another key focus is accelerating infrastructure development, including expanding the Noi Bai – Lao Cai Expressway, completing Sa Pa Airport, upgrading the Lao Cai railway, and improving tourism roads to reduce travel time and ensure visitor safety. Additionally, authorities must review and assess the feasibility and progress of high-end tourism projects, such as luxury resorts, 4-5 star hotels, and iconic tourist attractions in the province.
Digital transformation in tourism must also be expanded by leveraging smart tourism platforms, mobile applications, digital maps, public WiFi, visitor registration systems, and tourism data analysis tools. Integrating modern technologies like virtual reality (VR), augmented reality (AR), 360-degree imagery, artificial intelligence (AI), and chatbots will provide new and convenient experiences for visitors while helping authorities manage tourism promotion and visitor data efficiently and cost-effectively. Additionally, Lao Cai should continue implementing effective tourism development policies, including the Tourism Development Support Policy (2021–2025), which covers three main areas: providing investment loans for tourism sites, funding community tourism development, and supporting traditional cultural clubs at community-based tourism locations. Furthermore, research and development of new tourism products must be intensified, focusing on Lao Cai’s core tourism strengths, such as mountain wellness tourism, eco-tourism, and cultural tourism in Sa Pa National Tourist Area. Investing in event-based tourism, cultural heritage tourism, and arts tourism will create unique attractions, helping Lao Cai stay ahead of travel trends and attract more visitors.
The world is constantly adapting, and the tourism industry sees new trends every year, with traveler demands evolving and becoming more diverse. Lao Cai has great tourism potential and opportunities, but to fully capitalize on trends, it must stay ahead by proactively adapting and responding to market shifts. To achieve this, the efforts of local authorities, the tourism industry, and the community must go hand in hand. Only then can Lao Cai avoid missing opportunities, allowing the province and its localities to effectively capture market trends and visitor needs. By timely adaptation and strategic development, Lao Cai can achieve its tourism goals for 2025, including increasing visitor numbers and boosting tourism revenue.
Phuong Thao
About the Author Sapa Tourism Office
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