As Europe gears up for its summer holidays, digital travel platform Agoda reveals that Vietnam has entered the ranks of Asia’s top five most searched summer destinations among European travelers. Leading the list is Thailand, followed by Indonesia, Japan, and Malaysia—with Vietnam making an impressive debut in fifth place for the July–August holiday period.
The findings from Agoda’s ‘Europe to Asia Summer Travel Trends’ are based on accommodation searches for travel during July and August, the peak summer months for European travelers. France, the United Kingdom, Germany, Russia, and Norway are the top five European markets searching for trips to Vietnam this summer. Notably, Russia and Norway have replaced the Netherlands and Spain in this year’s rankings, thanks in part to the resumption of direct flights between Russia and Vietnam and Vietnam’s visa exemption policy for both nations.
In addition to the major inbound markets, some emerging European countries are showing rising interest toward Vietnam. Hungary leads with a +320% increase in searches year-on-year, followed by Turkey (+288%) and Poland (+153%), underscoring a broadening appeal across the continent.
Within Vietnam, the most searched cities by European tourists are Da Nang, Ho Chi Minh City, and Hanoi—highlighting a balance between coastal escapes and vibrant urban experiences. These destinations continue to attract European visitors eager to explore Vietnam’s beaches, cultural heritage, and dynamic cities.
Among the top destinations in Asia, Malaysia saw the largest rise in interest, with a 20% increase in searches compared to last year. China, benefiting from visa waivers that have been introduced for several European markets, recorded a 14% rise, while Sri Lanka experienced a 13% uptick.
Vu Ngoc Lam, Country Director at Agoda, shared, “Vietnam’s emergence in top summer destinations for European travelers is a testament to its rich cultural heritage, natural beauty, and improving accessibility. The rising interest in destinations like Malaysia, China, Sri Lanka, and Vietnam highlights a growing curiosity among European travelers to explore Asia’s diverse cultures, stunning landscapes, and hidden gems during their summer adventures. Being the Asia Expert, Agoda is proud to offer great deals for travel to Europe’s favorite Asian destinations and beyond.”
When it comes to specific destinations, Bali in Indonesia leads the pack, followed by Bangkok and Koh Samui in Thailand. Notably, Koh Samui has replaced Tokyo in the top three, potentially influenced by the global popularity of HBO’s ‘The White Lotus,’ TV show which showcased the island’s charm.
As travelers plan their next summer getaways, Agoda remains committed to helping them see the world for less. With over five million holiday properties, 130,000 flight routes, and 300,000 activities available, Agoda offers seamless travel planning and unbeatable deals. For the best offers, visit Agoda.com or download the Agoda mobile app.
