Vietnam among the top global travel destinations for Gen Z
DNO - Adventure360 looked at over 4,700 bookings made by Gen Z and Millennial travelers between August 2025 and August 2026. It then ranked the countries based on the percentage of bookings that they were included in. Vietnam ranks fourth among Gen Z’s most popular travel destinations
New data from the UK travel company Adventure360 shows that Gen Z, people born in the late 1990s and early 2000s, and Millennials, those born from the early 1980s to the mid-1990s, are traveling to different places.
For Gen Z, Thailand ranks first, followed by Australia, Indonesia, and Vietnam. For Millennials, Vietnam was ranked 10th.
Vietnam offers a balance between cost and experience while providing a wide range of options within a journey, including urban life, cuisine, beaches, mountains, nature, culture, and outdoor activities.
According to Hilton, travel spend is set to rise across South East Asia, with 59% of travelers from the region planning to invest more per trip, outpacing those planning to take more trips, stay longer, or visit more destinations per trip.
In particular, Vietnam leads the region in younger travelers’ appetite for exploration, with around six in 10 Gen Z and Millennials located in the country planning to travel more frequently (61% and 59%), while nearly two-thirds expect to visit more destinations per trip (65% and 64%).