Australians are flocking to Vietnam in record numbers, with short trips to the country more than doubling since 2016. Australian Bureau of Statistics data shows Vietnam jumped from the fifth most visited southeast Asian destination a decade ago to the third most visited in 2024, overtaking Singapore and Malaysia. Australians returning from short trips to Vietnam surged from 246,000 in 2016 to 528,000 in 2024.
Jetstar passengers flying to Vietnam increased by more than 30% since 2023, with the airline offering 15% more flights. The travel aggregator Expedia has also seen year-on-year growth in accommodation searches for Hanoi, Ho Chi Minh City and Phu Quoc from 2025 to 2026.
The appeal stems largely from affordability combined with quality experiences. Mandy Lan, an event coordinator, spent less than $1,500 for a two-week trip minus flights, dining at Michelin star restaurants and commissioning five custom-made garments for $250. The Australian dollar maintains significant buying power against the Vietnamese dong compared with the US dollar and the euro.
Dr Truc Le, a senior lecturer in marketing and tourism at Griffith University, says Vietnam offers "premium experiences at mid-range prices" with a "very strong alignment" between what Australian travellers want and what the country provides. Australians seek authentic experiences in less crowded destinations. Ho Chi Minh City attracts visitors looking beyond typical tourist attractions, with many discovering newly established local designers and contemporary fashion brands.
Vietnam's young median age of 33 has reshaped the country's cultural identity. Millennials and older Gen Z Vietnamese returning from international universities and restaurants are establishing new businesses. This cultural shift, described by Brian Letwin of Urbanist Travel as having a "nonconformist" feeling, appeals to travellers seeking dynamic expressions of identity. Linh Phan, founder of Hidden Saigon travel company, says trendy local coffee shops now attract tourists, whereas previously they did not.