Sun World Ba Na Hills is one of Da Nang’s most popular tourist attractions.
On September 8, online travel platform Agoda released its ranking of “Destinations That Attract Returning Visitors,” based on booking data collected during the first six months of 2026. The findings reaffirm Vietnam’s strong appeal among international travelers, placing the country among Asia’s leading destinations for repeat visits.
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At the country level, Japan ranked first, followed by Thailand and Vietnam. Malaysia and Indonesia took fourth and fifth place, respectively.
The ranking highlights that the appeal of Vietnam tourism extends beyond attracting first-time visitors. The country’s diverse range of destinations, experiences and tourism offerings continues to give travelers compelling reasons to return and discover more.
Da Nang Breaks into Asia’s Top 6 Cities for Returning Visitors
At the city level, Tokyo (Japan) recorded the highest rate of returning visitors, followed by Bangkok (Thailand), Bali (Indonesia), Seoul (South Korea), and Osaka (Japan).
Da Nang ranked sixth, moving up two places from the previous year and becoming the Vietnamese city with the highest rate of returning visitors.
The remaining destinations in the top 10 were Kuala Lumpur (Malaysia), Fukuoka (Japan), Taipei (Taiwan, China), and Johor Bahru (Malaysia).
Da Nang’s growing appeal can be attributed to its winning combination of beautiful beaches, diverse tourism experiences and well-developed services, together with its strategic location for exploring some of Central Vietnam’s most iconic destinations, including the UNESCO-listed ancient town of Hoi An.
With its blend of beach holidays, cultural discoveries, entertainment and nature-based experiences, Da Nang continues to stand out as one of Vietnam’s leading destinations for international travelers.
Top Vietnamese Destinations Chosen by Returning Visitors
Within Vietnam, Da Nang, Ho Chi Minh City, Nha Trang, Hanoi and Phu Quoc recorded the highest rates of returning visitors during the first half of 2026.
Visitors check in at Kiss Bridge in Phu Quoc, one of the island’s iconic attractions.
Several Vietnamese destinations also made notable gains in the ranking. Hanoi climbed two places, while Ho Chi Minh City moved up one place compared with the previous year. Sa Pa recorded an impressive three-place rise, reflecting the growing appeal of Vietnam’s mountainous and nature-based tourism experiences.
According to Vu Ngoc Lam, Country Director of Agoda in Vietnam, the country’s continued presence among Asia’s top three destinations with the highest rate of returning visitors reflects the diversity and appeal of its tourism offerings.
From urban experiences in Hanoi and Ho Chi Minh City to beach getaways in Da Nang and Nha Trang, as well as nature and mountain adventures in Sa Pa, destinations across Vietnam offer travelers distinct experiences at every turn.
The growing number of international visitors choosing to return also signals an important shift in Vietnam tourism. Rather than being a destination travelers visit once simply to explore, Vietnam is increasingly becoming a place that offers new experiences worth coming back for—whether discovering a different destination, revisiting a favorite getaway or experiencing something entirely new on a subsequent journey.
(Compiled)
