In early July 2026, Agoda released its Agoda Search Insights report, based on accommodation search data from the 10 largest international source markets traveling to Vietnam during the first five months of 2026 (compared with the same period in 2025). For managers of golf courses, hotels, and resorts, this is not just a piece of press news, it is a source of data reflecting the early search demand of international travelers. While it cannot yet replace actual booking data, these signals still help businesses spot shifts in source markets early so they can adjust products, marketing strategy, and sales plans for the next 12 to 18 months.
Below are the most notable trends from the report along with practical insights for managers.
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Growth in Vietnam Accommodation Searches by Source Market (Agoda Search Insights, Jul 2026)
1. The Chinese Market Makes a Strong Comeback
According to Agoda, accommodation searches for Vietnam by Chinese travelers rose by as much as 164% compared with the same period last year, the highest of all markets surveyed.
This is a positive signal that travel demand from China is clearly recovering. However, it should be noted that Agoda’s data reflects search volume, not actual bookings or revenue. Businesses should therefore treat this as an early indicator to prepare for, rather than rushing to pour all resources into a single market.
Recommendation for managers:
- This is a good time to reactivate or build channels that reach Chinese travelers, such as Trip.com, Fliggy, WeChat Mini Program, or content platforms like Xiaohongshu, rather than relying solely on Agoda or Booking.com.
- Based on the consumption habits of Chinese travelers in recent years, many groups tend to choose all inclusive packages that combine accommodation, golf, and local experiences. Vietnam Golf Course could consider building Golf & Stay Packages with menus, guides, or support services in Chinese.
- At the same time, businesses should continue tracking indicators such as conversion rate and revenue by market in the coming quarters to confirm whether the rise in search volume actually translates into bookings.
2. Southeast Asia Is a Strong Growth Axis
Beyond China, the report also recorded that three of the five fastest growing markets came from Southeast Asia: Indonesia (+86%), the Philippines (+82%), and Thailand (+65%). Myanmar and Malaysia also made the Top 10.
This shows that Vietnam’s appeal is rising significantly across the ASEAN region, not just as a result of China’s recovery.
Recommendation for managers:
- For Vietnam golf course and resort, Thailand, Malaysia, and Indonesia all have fairly developed golfer communities. This is an opportunity to build short stay packages, such as two days one night or three days two nights, instead of focusing only on longer programs aimed at European or Australian travelers.
- ASEAN travelers tend to compare prices across multiple platforms before booking. Official websites therefore need to offer a convenient, transparent booking experience with enough reasons for guests to choose direct booking over an OTA.
3. Poland: A Sign That Visa Policy Can Have a Very Fast Impact
Poland was the only European market to appear in the Top 10, with search volume up 63%. According to Agoda, this trend is most likely driven by the visa exemption policy for Polish citizens introduced in 2025.
While this cannot yet be confirmed as the sole cause, the data shows that changes in entry policy can quickly affect international travelers’ search behavior.
Recommendation for managers:
- Rather than waiting until bookings rise significantly before investing in marketing, businesses should closely monitor visa policy changes so they can prepare content, websites, advertising, and offers early.
- European markets, including emerging ones like Poland, tend to stay longer. This group of travelers fits well with combined products such as Golf & Wellness, Golf & Family, or extended multi day vacation packages.
4. Hanoi, Danang & Ho Chi Minh City Remain Gateways, But Phu Quoc Is Clearly Emerging
According to Agoda, Hanoi, Da Nang, and Ho Chi Minh City remain the three most searched destinations across most international markets. However, Phu Quoc was the most searched destination among two markets: India and Poland. This shows that international demand is no longer concentrated purely on gateway cities, and is gradually shifting toward beach resort destinations that support longer stays and richer experiences.
According to the report, Mr. Vu Ngoc Lam, Country Director of Agoda Vietnam, shared:
“The strong growth in searches across inbound markets reflects Vietnam’s increasing appeal to travelers from both the region and further afield. From dynamic cities and cultural discoveries to relaxing beach escapes, Vietnam offers a diverse range of experiences for different travel preferences. We are delighted to support travelers in discovering the country through Agoda’s seamless and intuitive digital travel platform, which offers great value deals on accommodations, flights, and activities.”
Recommendation for managers:
- For hotels and resorts in Hanoi, Da Nang, or Ho Chi Minh City, beyond serving as the first point of entry, businesses should build additional products that extend length of stay, such as multi-destination tours or local experiences.
- For resorts in Phu Quoc, this is a good time to step up marketing toward the Indian and Eastern European markets, groups with strong demand for beach vacations, family travel, honeymoons, and small scale events.
- Golf courses in Da Nang and Phu Quoc should also take advantage of the existing pool of resort guests to cross sell golf as a premium activity, rather than focusing only on dedicated golf travelers.
5. Rising Search Volume Does Not Automatically Mean Rising Revenue
This is perhaps the most important takeaway for managers reading the 2026 Agoda report.
Search data reflects market interest, but revenue is only generated when a business can convert that demand into actual bookings. If a website loads slowly, lacks multilingual support, has a complicated booking process, or offers a poor mobile experience, an increase in search volume may not translate into much value.
In other words, as international markets begin to shift, businesses should also treat this as a good time to review the entire online booking journey, from the website and booking engine to market specific content, in order to maximize conversion rates.
This is also why Asia Golf Journey has developed a specialized website design package for golf courses and businesses in the travel and hospitality industry. Rather than focusing only on interface design, AGJ builds websites with a conversion first approach, combining user experience (UX), SEO optimization, multilingual support, and clear calls to action, helping businesses reach international travelers more effectively and increase the rate of direct bookings.
Connect with our team of experts at:
📧 Email: creative@asiagolfjourney.com
📞 Hotline: +84 982 117 466
The Leading Strategic Partner for Golf, Sports & Hospitality in Vietnam
Source: Agoda Search Insights, “Vietnam Gains Momentum with Travelers from China,” published July 2026 (https://www.agoda.com/press/agoda-search-insights-vietnam-gains-momentum-with-travelers-from-china/?cb=jo0rw3)
