Nguyen Huu Cuong, General Director of Trang An Travel, noted that the greatest appeal of autumn tourism lies in the scenic landscapes, pleasant weather, and distinctly seasonal experiences. Vietnamese travelers tend to arrange their travel schedules without waiting for public holidays, and seek deeper experiences rather than merely  famous landmarks.

At Vietluxtour, Tran Thi Bao Thu, Marketing and Communications Director, said that autumn tour bookings this year have increased by 15-20 percent compared to the same period last year. Itineraries lasting 4-6 days that combine leisure with local cultural exploration account for a major share of sold tours.

According to Thu, tourists do not travel solely for sightseeing; they also care about itinerary pacing, personalization, and emotionally rewarding experiences. Crisp cool weather, signature natural scenery, and seasonal cultural and culinary activities contribute to driving demand.

The three markets attracting the most Vietnamese tourists this autumn remain South Korea, China, and Japan, travel agencies said.

Hoang Viet Travel recorded notable demand for South Korea this autumn. Luu Thi Thu, Deputy Director of Hoang Viet Travel, said that South Korea tour bookings surged over the same period last year. From September to November, the agency is nearly fully booked for many tour groups to South Korea, with daily departures scheduled.

At Trang An Travel, China continues to serve as the flagship market this autumn. The Beijing-Shanghai routes maintain strong appeal due to accessible itineraries and famous sights suited for various customer segments. Natural destinations like Jiuzhai Valley also attract significant interest thanks to yellow and red leaf scenery.

At Vietluxtour, Japan, South Korea, and China account for over 65 percent of the total outbound autumn foliage travelers. Meanwhile, routes to Australia or Europe, such as France, Switzerland, and Italy, attract high-spending customer segments.

Travelers not choosing solely on price

Cost remains one of the key factors Vietnamese travelers consider when choosing autumn tours. However, travel companies say customers are no longer simply looking for the lowest price. They also care about service quality, flight routes, hotels and the experiences included in the itinerary.

At Hoang Viet Travel, the Seoul Mono tour, covering Seoul and nearby destinations, is priced at VND11-21 million per person in 2026, depending on the itinerary. In 2025, the product was priced at VND13-20 million. The company said the change is due to several factors, including competitive fares offered by new airlines operating routes to Seoul.

For Japan, Hoang Viet Travel offers the Tokyo Mono tour with the fees starting from VND25 million per person. The product is new compared with last year and is designed around a single destination, making it suitable for travelers who want greater control over their time and budget. 

Higher-priced tours featuring five-star hotels, limited shopping and additional special experiences are estimated by the company to account for about 20 percent of customers.

Vietluxtour said its popular autumn tours cost around VND15-25 million per person for Asian destinations and VND45-70 million for some itineraries in Europe, Japan and Australia. Compared with last year, tour prices have been adjusted upward by about 5 percent due to higher airfares and international service costs.

“Surveys by Vietluxtour found that Vietnamese travelers are now willing to spend more on programs with distinctive highlights and international-standard services, such as centrally located four- and five-star hotels and carefully selected local menus, rather than simply looking for low-cost tours,” Bao Thu said.

Therefore, travel companies are adjusting their products to offer more experiences. Vietluxtour has developed the autumn collection, reducing road travel time on some routes in Japan and South Korea while increasing free time for walking, sightseeing and experiencing local culture.

Activities such as tea ceremonies, autumn cuisine tasting, and traditional craft experiences are woven into itineraries instead of scheduling multiple sights in a single day. The agency also emphasizes eco-friendly practices and respect for local heritage.

Trang An Travel added Taiwan (China), and Sri Lanka to its autumn tour portfolio. According to Cuong, expanding destinations alongside choosing departure times tailored to local seasonal traits gives travelers more options beyond core markets.

In response to evolving traveler demands, travel agencies are competing to enhance personalization and deliver experience quality that matches customer budgets.

Linh Trang