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Searches for "secondary destinations" in Vietnam, those outside the 10 most popular locations, rose 9% in the first half of 2025 compared with the same period in 2023, it said in a report.
The trend highlights growing interest in smaller cities and rural areas, which are benefiting from infrastructure upgrades and cultural tourism initiatives.
Agoda compared accommodation searches for the top 10 destinations in Vietnam with searches for the other lesser-known spots.
These 10 typical cities are defined as "most popular destinations", namely Da Lat, Da Nang, Ha Long, Hanoi, Ho Chi Minh City, Hoi An, Nha Trang, Phan Thiet, Phu Quoc, and Vung Tau.
During recent holidays, lesser-known destinations such as Thanh Hoa, Nghe An, Ha Giang, and Tam Dao saw a surge in visitors.
Across Asia, searches for secondary destinations climbed more than 15% in the first half of 2025 versus two years earlier, outpacing growth in traditional tourist centers.
Omri Morgenshtern, CEO of Agoda, said the shift creates new opportunities for local tourism economies to capitalize on changing travel patterns.
