In a rapidly digitizing world, Vietnam stands at the forefront of a travel revolution powered by artificial intelligence (AI). A staggering 99% of Vietnamese consumers are eager to integrate AI into their future travel plans, according to a recent Global AI Sentiment Report by Booking.com. This enthusiasm reflects a broader shift toward tech-driven solutions that promise to make trip planning smarter, more personalized, and even socially responsible. As AI reshapes how Vietnamese travelers explore the world, the balance between innovation and caution remains a critical conversation.
A Digital Leap in Travel Planning
Vietnam’s embrace of AI in travel is not just a trend but a transformative movement. The same report reveals that 99% of Vietnamese people express enthusiasm for using AI to enhance their journeys, with 86% demonstrating a general understanding of the technology. From researching destinations to booking flights, AI-powered tools are becoming indispensable. An impressive 99% of respondents already use AI-driven search engines to gather travel information, while 95% engage with generative AI tools for productivity or creativity, often related to planning trips.
This integration of AI into daily life is streamlining the often cumbersome process of organizing vacations. For many, AI offers a way to bypass the stress of endless options and overcrowded tourist spots. About 80% of Vietnamese travelers acknowledge that AI simplifies travel logistics, delivering tailored recommendations that help avoid peak times and over-visited destinations. This ability to uncover off-the-beaten-path locations is particularly valued, promising more authentic and relaxed experiences. 
Personalization at the Heart of AI Appeal
One of AI’s most compelling draws for Vietnamese travelers is its capacity for personalization. By analyzing preferences and past behaviors, AI tools can suggest itineraries that align with individual tastes—whether it’s a quiet cultural retreat in Hoi An or an adventurous trek in Sapa. This bespoke approach is reshaping expectations, allowing travelers to move beyond generic holiday packages. The technology’s knack for highlighting lesser-known destinations also resonates with those seeking unique experiences away from the typical tourist traps.
Beyond personal convenience, AI is fostering a deeper connection to the places visited. Over 75% of surveyed Vietnamese expressed a desire for AI to recommend experiences that positively impact local communities. This growing consciousness reflects a shift toward responsible tourism, where travelers prioritize eco-friendly accommodations and tours that support local economies. In a country with rich cultural diversity and fragile ecosystems, AI’s potential to guide sustainable travel choices is a powerful motivator.
Cautious Optimism Amid Rapid Adoption
Despite the overwhelming excitement, Vietnamese travelers are not without reservations. While 99% are keen on AI’s possibilities, 91% harbor at least one concern about its rapid expansion. For instance, 27% find AI tools impersonal, yearning for the human touch in travel planning, while 6% remain skeptical and resistant to fully adopting the technology. These concerns highlight a critical need for balance—AI must complement rather than replace human judgment.
The idea of autonomous trip planning, where AI takes over decision-making, also elicits mixed feelings. Although 58% of Vietnamese travelers expect such autonomy to become mainstream soon, only 22% are comfortable with AI making independent choices on their behalf. Another 21% remain uncertain, and 1% are entirely uneasy with the concept. This suggests that while AI’s efficiency is appealing, most prefer it as a supportive tool rather than a sole decision-maker.
AI’s Broader Role in Daily Life
AI’s influence on Vietnamese travelers extends beyond vacations—it’s woven into everyday routines. According to the report, 92% of respondents rely on AI for entertainment, such as streaming recommendations, which often inspire travel ideas. This seamless integration into daily life underscores why AI feels like a natural extension for trip planning. Whether it’s sifting through reviews for a hidden gem in Da Nang or finding the best flight deals to Bangkok, AI is making the process faster and more intuitive.
For many, the technology is a gateway to efficiency. Imagine a young professional in Ho Chi Minh City planning a weekend getaway: AI can instantly compare prices, suggest activities based on past searches, and even recommend sustainable lodging options. This level of convenience is why Vietnamese consumers are among the most enthusiastic globally about AI in travel, outpacing many other nations in adoption rates.
Responsible Travel Through Technology
The push for responsible travel is a standout theme in Vietnam’s AI adoption. Travelers are increasingly mindful of tourism’s impact on communities and the environment, and AI is seen as a tool to navigate these concerns. By curating experiences that benefit local populations—such as homestays in rural areas or tours led by indigenous guides—AI helps Vietnamese travelers make choices that align with their values.
This focus on sustainability is particularly relevant in a country like Vietnam, where overtourism in places like Ha Long Bay has raised environmental alarms. AI’s ability to direct travelers to less-crowded alternatives not only enhances personal experiences but also reduces strain on popular sites. As more Vietnamese prioritize community and ecological impacts, AI could play a pivotal role in shaping a more thoughtful tourism model.
Challenges in Building Trust
Building trust in AI remains a hurdle. The impersonal nature of algorithms can feel detached compared to the warmth of a travel agent’s advice or a friend’s recommendation. For some, there’s a lingering fear that over-reliance on AI might strip travel of its spontaneity or cultural depth. Addressing these concerns will require tech developers to prioritize user-friendly interfaces and transparent processes that reassure users of AI’s role as a partner, not a replacement.
Moreover, data privacy is an unspoken worry for many. As AI tools collect vast amounts of personal information to tailor suggestions, ensuring robust security measures will be crucial. Vietnamese travelers, while tech-savvy, are also becoming more aware of digital risks, and any misstep in safeguarding data could dampen enthusiasm for AI-driven travel platforms.
The Global Context of Vietnam’s AI Adoption
Vietnam’s eagerness to adopt AI in travel mirrors a global trend, where technology is increasingly central to the tourism industry. Countries across Southeast Asia, from Thailand to Singapore, are also exploring AI’s potential to enhance traveler experiences. However, Vietnam’s near-universal enthusiasm—99% readiness to use AI—sets it apart as a regional leader in this space. This positions the country as a testing ground for innovative travel solutions that could inspire broader adoption across the region.
Globally, AI is revolutionizing how people approach travel, from virtual assistants booking flights to algorithms predicting travel trends. Vietnam’s high engagement with AI tools, particularly among younger demographics, suggests it could become a hub for travel tech innovation. Partnerships between local startups and international platforms like Booking.com could further accelerate this trend, embedding AI deeper into the nation’s tourism ecosystem.
Looking Ahead: A Smarter Travel Future
As AI continues to evolve, its role in Vietnamese travel is poised to expand. The technology promises not just efficiency but a redefinition of what travel can be—more personalized, sustainable, and connected to local cultures. Yet, maintaining trust and addressing concerns about impersonality and autonomy will be key to sustaining this momentum.
For now, Vietnamese travelers are setting a bold example of how to embrace digital tools while staying grounded in human values. As the nation navigates this tech-driven future, the question remains: can AI truly enhance the soul of travel, or will it risk diluting the very experiences it seeks to improve? Only time, and careful innovation, will tell.
