Vietnamese travelers are redefining what it means to explore the world, driven by their love for pop culture. A recent study by Vero paints a vivid picture of how media, music, sports, and social platforms are transforming the way over 23,000 Vietnamese respondents plan their getaways across generations.
A Shift in Travel Priorities
Gone are the days of generic sightseeing from a tourism company pre-made trip. Today's Vietnamese explorers are craving for deeply personal, passion-driven journeys, using their fandoms as a compass and social media as their guide. From immersive K-drama filming location tours to sports-themed vacations, these travelers are redefining what it means to see the world.
So pack your bags, cue up the latest hit song, and get ready to discover the future of travel. It's all about embracing your inner fanatic!
Booming in Media-Driven Travel
According to Vero’s white paper Chasing Pop Culture Dreams: How Vietnamese Travelers are Redefining Their Bucket Lists, outbound tourism remains strong, especially among the middle class. Over half of respondents have already booked international trips, with 45.9% planning to do so soon. Travelers are seeking connections to their favorite pop culture phenomena, from musical concerts to iconic film locations.
Destinations such as China, Japan, South Korea, Singapore, and France have become top choices. These aren’t random preferences; they’re carefully selected through the lens of beloved media and cultural experiences. For instance, the Chinese drama Meet Yourself has turned Yunnan into a must-visit spot, while Emily in Paris continues to drive Vietnamese interest in Paris.
Social Media as New Travel Compass
Social media platforms like TikTok, Instagram, and Facebook are shaping the way Vietnamese travelers plan and experience their journeys with real-time content, reviews and recommendations from influencers and peers. TikTok has emerged as a Gen Z search engine as well as a modern-day travel guide; 55.6% of respondents said they use the app to look for places to visit.
Meanwhile, Instagram inspires over 59.6% of travelers, and Facebook leads slightly with 61.5%. These platforms don’t just influence where people go—they also guide how they explore and share their experiences. By integrating social elements into their trips, travelers “level up” their adventures, turning personal memories into viral and collective moments.
Travel Like a Superfan
The emergence of fandom tourism reveals a powerful bond between media and travel. Here are three key trends driving this exciting shift:
1. Concert Tourism
Vietnamese fans are taking their passion for music to new heights by traveling abroad for concerts. A striking example is the recent surge of Swifties heading to Singapore for Taylor Swift’s Eras Tour, which led to a staggering 2523% increase in search interest. This enthusiasm translated into an 84% rise in travel inquiries to Singapore.
Similarly, K-pop enthusiasts are heading to South Korea for live performances by their idols. “Vietnamese fans are almost always ready to grab every opportunity to be closer to their favorite artists or visit the settings of their beloved shows,” shared Nguyen Thi Trinh, Vero's VP for Brand Influence.
2. Film and TV Location Visits
Set-jetting—the practice of visiting filming locations from beloved shows—is becoming a major travel trend. Vietnamese travelers are exploring picturesque sites like Yunnan, featured in the series Meet Yourself, and iconic Parisian landmarks showcased in Emily in Paris. This trend has resulted in an average search volume of 131,000 for travel to Paris and France, as fans seek to step into the worlds they admire on screen.
3. Sports Tourism
Though still developing, sports tourism is gaining traction in Vietnam. Fans are increasingly drawn to major events such as the spectator travelSEA Games, Premier League matches in London, and the Olympics.
Over the past two years, the excitement around international sports events has generated 130 million searches, fueled by viral TikTok videos that capture the thrill of attending these dream events. Emotional signals of excitement, value-of-money, and exclusivity are creating lasting memories.
Data-Driven Insights for Brands
To tap into this trend, businesses in travel and hospitality need to understand the underlying data driving these movements:
- The growing Vietnamese middle class, with increased disposable incomes , is driving outbound tourism.
- Key destinations like Japan, South Korea, and Singapore reflect a desire for cultural immersion linked to pop culture.
- About 60% of Vietnamese travelers use social media platforms—such as Facebook, Instagram, and TikTok—for travel inspiration and planning.
How Brands Can Capture This Momentum
Brands can stand out by aligning their offerings with these passions:
- Tailored Packages: Create tours centered on popular TV or movie settings, music events, or sports attractions.
- Engagement with Fandoms: Collaborate with influencers and fan communities to create authentic experiences.
- Shareable Moments: Design experiences that are visually appealing and encourage travelers to share their adventures on social media.
For instance, exclusive travel packages linked to a concert tour or a film anniversary can turn casual fans into loyal customers. Additionally, themed menus, memorabilia, and partnerships with content creators can enhance experiences, making them truly unforgettable.