Vietnam’s online travel market expected to double to $8 billion by 2030 as OTAs, super apps and AI vie for dominance
of online travel tracker is our latest monthly report highlighting the various themes shaping the region’s travel tech landscape. This article is based on the following data: Online Travel Tracking Volume 1: Vietnam Revealed. To explore complete data, insights and market analysis, visit Download the full report here.
According to Google e-Conomy SEA, Vietnam’s digital economy was valued at $39 billion in 2025 and is expected to more than double to $80 billion by 2030. Online travel is expected to grow in parallel, doubling from $4 billion in 2025 to $8 billion by 2030.
This growth is drawing everyone into online competition. Traditional tour operators are rapidly modernizing, international OTAs are consolidating their positions, niche mobility-focused national platforms, and country-led super apps are quietly taking shape behind the scenes.
Traditional travel giant goes digital-first
Vietnam’s established travel brands no longer treat digital as a side project. For some, digital is now core to future survival.
Founded in 1995, Vietravel has more than 40 branches across the country and operates a wide range of tour operations, ticketing and transportation through WorldTrans, and training through Vietravel Academy. The company aims to put digital technology at the core of its business, with a clear goal of reaching 70% of its revenue through digital channels by 2030. To get there, VeeTravel plans to invest in a “robust VeeTravel super app” to strengthen its ecosystem and compete as a major OTA player.
Meanwhile, state-owned enterprises are also adapting. Founded in 1975, Saigontourist encompasses travel agencies, more than 50 hotels and resorts, more than 70 restaurants, and the Saigon Exhibition and Convention Center (SECC). Founded in 1963, Hanoi Tourist operates a tour business, 13 hotels, and Ho Tay (West Lake) Water Park. Its services are now integrated into the iHanoi super app, used by residents and visitors alike, and include VR/AR night tours, ticketing, and hotel reservations.
The digital and practical traveler is also AI-ready
Vietnamese travelers are increasingly digital, but they are not easily swayed by the hype. The 2025 WiT–Social Seal study found that travelers are attracted to video blogs, scenic tours, practical travel hacks, and affordable shopping strategies. They love experiential and relatable storytelling, as well as authentic, practical travel stories and detailed, bookmarkable guides to help them plan and shop for a trip.
However, AI is an area where Vietnamese travelers stand out globally. According to the Global AI Sentiment Report by Booking.com, 99% of Vietnamese travelers use AI-powered search in their daily lives, and 95% use generative AI tools. Looking to the future, 99% want to leverage AI in future travel planning, and 58% expect autonomous travel planning to become mainstream soon.
The Google e-Conomy SEA report confirms this enthusiasm, noting that Vietnamese users rank first in AI engagement and trust. However, there is a notable contradiction. Commercially available apps with AI capabilities recorded +78% revenue growth in the first half of 2025, the lowest in ASEAN (Indonesia recorded +127% growth). The report points to gaps between what is said and what is done, or potentially significant untapped opportunities.
According to Outbox, when it comes to expectations for travel technology, payment flexibility, translation, and VR technology rank highest.
AR and VR go from novelty to commonplace
The implementation of AR and VR in attractions is becoming the norm across Vietnam, especially in heritage attractions.
At Thang Long Citadel, AR overlays allow visitors to explore digital reconstructions of ancient structures in real-world space. Van Mu – Quoc Tuo Giam (Temple of Literature Complex) combines AR and AI in the “Vietnam Du Su” experience to recreate historical scenes within the site itself.
Meanwhile, the Hue Ruins Conservation Center’s “Finding the Lost Royal Palace” project uses Nreal Air AR glasses to immerse visitors in the world of the Nguyen dynasty, including court ceremonies, the Changing of the Guard at Gaumont Gate, and a performance at the Duet Thi Royal Theater staged in its original location.
OTA aims for international dominance and regional specialization
According to Outbox, Traveloka, Booking.com and Agoda are the most well-known OTA brands among Vietnamese travelers. The 2024 YouGov BrandIndex Discussion Score similarly ranked Traveloka, Booking.com, and Agoda as top OTAs.
KKDay and Klook have both partnered with VinGroup and Sun Group to promote tourist attractions and inbound travel to Vietnam. Focusing on Vietnam, KKDay said it aims to invest $100 million in Vietnam’s tourism industry by 2023.
Platforms like VeXeRe, founded in 2013 and backed by investors such as Woowa Brothers, Ncore Ventures, Access Ventures, Spiral Ventures, and CyberAgent Ventures, have become the leading players in bus and coach reservations. Other companies, such as Vntrip, are backed by investors such as IHAG Holding, Hendale Capital, and FengHe Group, and are focused on hotel booking with aggressive pricing, airport pickup bundles, and powerful B2B corporate travel solutions.
There’s also Luxstay, dubbed the “Airbnb of Vietnam,” which targets homestays, villas, and luxury apartments for young, tech-savvy people. Founded in 2016, it gained early attention by securing a $6 million investment on Shark Tank Vietnam.
The rise of travel super apps
Beyond OTAs, travel-adjacent apps are quietly becoming a powerful distribution layer.
Zalo was launched by VNG Corporation in 2012 and currently operates as a complete super app with ZaloPay, official Zalo account with government links, mini-apps, hotel booking platform, VeXeRe, and integrations with airlines such as Vietnam Airlines. It supports international QR payments and boasts 80 million monthly active users.
MoMo is Vietnam’s leading e-wallet with 34 million active users and approximately 70% of the e-wallet share. The company operates a travel and transportation mini-app and is ranked #8 for travel brand considerations in Decision Lab’s Travel Rankings 2024. Vietnamese banks such as BIDV are also embedding flight and bus booking modules directly into their banking apps.
National “super app”
The “Visit Vietnam” app, a state-led “super app” developed by Sun Group and supported by Visa, is scheduled to be launched in 2026. The app aims to link tourism data with consumer products, incorporating big data from across the tourism ecosystem, including real-time tourism data maps that help destinations and businesses manage visitor flow.
On the consumer side, it outlines a future where national tourism strategies and consumer experiences sit on the same platform, allowing tourists to create personalized itineraries, book services, and receive weather and crowd alerts.
To explore complete data, insights and market analysis, visit Download the full report here.
