The Vietnam International Travel Mart 2026, taking place from April 9 to 12 in Hanoi, serves as both an annual demand stimulus event and a platform for travel firms to connect with domestic and international partners. Against a backdrop of rising transportation costs and global geopolitical uncertainties, businesses are being forced to recalibrate in order to keep tour prices within reach ahead of the peak summer season.

It is a difficult equation - and a test of each company’s adaptability.

Speaking to VietNamNet, Tran Thi Bao Thu, Marketing and Communications Director at Vietluxtour, said the company has proactively worked with airlines, hotels, and service providers early on, placing deposits for blocks of seats and rooms in advance. This allows the firm to lock in input prices at competitive levels and reduce exposure to market volatility.

At the same time, Vietluxtour is adjusting its product offerings in line with changing consumer behavior, prioritizing short itineraries of three to five days and focusing on nearby destinations to optimize travel costs while maintaining quality experiences.

Routes such as Hanoi to the Central region or the Central Highlands have been redesigned, cutting intermediary costs and keeping price increases to around 5-7% year-on-year - still within an acceptable range for the market.

Meanwhile, Vietravel has introduced discounts of up to 30% for domestic tours and savings of up to VND10 million (approximately US$410) for international packages, covering more than 60 itineraries. Early bookings made 30, 60, or 90 days in advance during the summer peak can receive additional discounts of up to VND3 million (approximately US$120) per person. Promotional programs for the April 30 holiday are also being applied throughout the fair.

Tran Doan The Duy, CEO of Vietravel, said the company has secured service capacity early, including flights, hotel rooms, and destination services. At the same time, it is reviewing its supply chain and optimizing operations to offset rising fuel costs.

Beyond traditional package tours, Vietravel is expanding flexible combos, short-haul trips, family resort holidays, and both air and land travel options across different budget levels.

“In the context of rising input costs, keeping prices unchanged inevitably narrows profit margins. We therefore accept lower margins on certain strategic tours to maintain market share and stimulate demand, compensating by increasing customer volume, optimizing management costs, and renegotiating with partners,” Duy said.

At Flamingo Redtours, Chairman and CEO Nguyen Cong Hoan noted a clear shift in traveler preferences this year toward closer destinations. Long-haul international trips are declining, replaced by Southeast Asian destinations such as Thailand, Singapore, and Malaysia, as well as China and Northeast Asia markets like South Korea and Japan. Domestic travel by car, train, or self-drive is also gaining popularity.

This shift, he explained, is driven by affordability, lower volatility in costs, and reduced risks of disruption such as flight cancellations or being stranded abroad.

For domestic tours, rising airfares have pushed overall package prices up by 10-20%, forcing travelers to be more selective in choosing destinations and modes of transport. With lower costs, rail and road trips, along with resort stays, are expected to dominate the summer season.

Green tourism is also gaining traction.

Over the past two years, interest in sustainable travel products has increased significantly. In line with the VITM 2026 theme “Digital transformation, green growth - elevating Vietnam tourism,” travel firms are accelerating the development of eco-friendly offerings.

Programs such as Con Dao sea turtle conservation, community-based tourism in Ha Giang, and cycling tours in Ninh Binh are attracting both individual travelers and corporate groups combining team-building with social responsibility.

According to Tran Thi Bao Thu, green or ESG-oriented products now account for around 15-20% of Vietluxtour’s domestic customer base and are growing rapidly, particularly among younger travelers and corporate clients.

Tran Doan The Duy observed that travel demand is shifting from simple sightseeing to deeper experiences, and from conventional tourism to responsible travel. Vietravel has launched ESG-LEI product lines to enhance immersive experiences at destinations.

Although only introduced in early April, green-integrated tours such as “Ben Tre - Net Zero Passport,” cultural immersion programs in Japan and Thailand, and domestic community-based tourism have already attracted strong interest.

However, challenges remain.

Thu noted that green tourism comes with higher operational costs due to environmental protection requirements and community support commitments. At the same time, consumer awareness is uneven, with many travelers still prioritizing price over sustainability.

“The biggest challenge lies in connectivity. A truly ‘green circle’ only works when transportation providers, restaurants, and travelers themselves all align in awareness and behavior,” she said.

In addition, the supply of standardized green services remains limited, particularly at emerging destinations.

Ngoc Ha