European visitors visit HCM City. Việt Nam has recently become a popular destination for European tourists. — VNS Photo Thu Ngân

HCM CITY — Việt Nam has recently become a popular destination that European tourists choose when visiting Asia for their holidays.

Việt Nam welcomed 13.9 million international visitors in the first seven months of 2026, up 13.8 per cent year-on-year, achieving about 56 per cent of this year's target of 25 million foreign arrivals.

Of the figure, Europe continued to stand out as the fastest-growing region, recording average year-on-year growth of 53.4 per cent.

A recent report from Agoda has revealed that Việt Nam has been ranked among the top spots as the most-searched Asian destinations by European travelers, showcasing a surge in interest among global tourists.

Agoda's analysis, based on accommodation search data from April to June 2026 for travel plans in July and August, places Việt Nam at the fourth spot among the most sought-after Asian destinations by European vacationers in the upcoming summer season. This advancement positions Việt Nam one spot higher compared to the same period last year, emphasising the country's growing allure among European visitors.

The research, focusing on European travelers exploring summer getaways across Asia, unveiled Thailand as the leading destination of interest, followed by Indonesia and Japan.

Việt Nam’s ascent to the fourth spot, alongside Malaysia claiming the fifth position, underscores the increasing popularity of these Southeast Asian jewels among European holidaymakers.

Across the top 20 destinations, India saw the most notable year-on-year growth in European searches at 14 per cent, followed by South Korea at 13 per cent and Việt Nam at 12 per cent. These three destinations stand out as the region’s fastest-rising among European travelers, pointing to a growing appetite for diverse itineraries beyond Asia’s traditional hotspots.

For Europeans, July and August mark the height of summer and a peak travel period, when schools break and holiday plans come to life. This year’s summer travel period also follows a widespread early-season heatwave across Europe, which brought unusually high temperatures to many parts of the continent.

Against this backdrop, destinations offering coastlines, island escapes, and a broad range of travel experiences may hold particular appeal. With a coastline stretching 3,260 kilometers, alongside vibrant cities, beaches, islands, and cultural attractions, Việt Nam offers European travelers a wide variety of summer experiences.

A hop-on hop-off bus in HCM City. HCM City remains the one of most-searched destinations among European travelers — VNS Photo Thu Ngân

In Agoda’s report, Germany led accommodation searches for Việt Nam among European-origin markets, moving ahead of France, which ranked first during the same period last year. The United Kingdom retained third place, while the Netherlands rose to fourth and Russia rounded out the top five.

Việt Nam also recorded strong growth in interest from several emerging origins. Azerbaijan led with a 177 per cent year-on-year increase in accommodation searches, followed by Poland at 66 per cent and Sweden at 55 per cent, suggesting that interest in Việt Nam is spreading across a broader range of European markets.

The growth from Poland and Sweden comes amid greater awareness of Việt Nam and more favourable travel conditions following visa-facilitation efforts introduced or expanded in 2025. Easier entry arrangements, together with Việt Nam’s expanding international connectivity and diverse tourism offerings, may be helping more travelers from these markets consider the country for longer-haul holidays.

Within Việt Nam, Đà Nẵng and HCM City remained the two most-searched destinations among European travelers for the second consecutive year. Nha Trang rose to third place, replacing Hà Nội and becoming a new addition to the top three. The continued popularity of Đà Nẵng and the emergence of Nha Trang highlight European travelers’ interest in Vietnam’s coastal destinations, while HCM City remains a key draw for those seeking urban, cultural, and culinary experiences.

Vũ Ngọc Lâm, country director, Vietnam at Agoda, said: “Việt Nam’s rise to fourth place reflects the country’s growing appeal among European travelers, with interest coming from both established and emerging origin markets. Đà Nẵng and Nha Trang’s entry into the top three also highlight the strength of Viet Nam’s coastal offering. From dynamic cities and local culture to beaches and island escapes, Viet Nam gives travelers many ways to experience Asia.” — VNS