Hanoi (VNA) – As global tourism shifts away from traditional package holidays towards personalised, culturally immersive experiences, Free Independent Travellers (FIT) are emerging as one of the industry's fastest-growing and most valuable market segments, presenting fresh opportunities for Vietnam's tourism sector.
FIT reshaping global travel
The rapid advancement of digital technologies and artificial intelligence (AI) is fuelling the rise of FIT travel, with more individuals and small groups choosing to design their own itineraries and book services independently rather than joining organised tours.
According to Nguyen Trung Khanh, Director General of the Vietnam National Authority of Tourism (VNAT), FIT has become one of the defining trends in post-pandemic tourism. Increasingly, travellers are seeking flexibility, personalised experiences and authentic cultural engagement, prompting destinations worldwide to rethink their tourism products, services and marketing strategies.
In Vietnam, a 2019 survey found that 54% of international visitors travelled on package tours, while 46% planned and booked their trips independently. Since COVID-19, the share of FIT visitors has continued to climb, supported by more liberal visa policies, the rapid growth of online travel platforms and AI-powered digital tools that simplify trip planning and cross-border bookings.
Khanh described FIT as a high-value market segment, noting that independent travellers typically spend more on customised experiences. Expanding this segment would also help diversify Vietnam's visitor markets, reduce dependence on a limited number of source markets and improve the tourism industry's resilience to external shocks.
He added that the rise of FIT presents an opportunity for Vietnam to move beyond mass tourism and build a more flexible, safe and experience-driven tourism ecosystem centred on individual travellers.
Every traveller a destination ambassador
Successfully attracting FIT visitors offers benefits beyond tourism revenue. Each traveller can become a powerful ambassador, promoting Vietnam's welcoming people, rich cultural heritage and unique experiences through social media and global travel communities.
Ly Xuong Can (Lee Cheng Kun), Vietnam's Tourism Ambassador to the Republic of Korea (RoK), said FIT travellers already account for a significant share of the Korean outbound tourism market and are expected to grow further as digital transformation accelerates. This trend, he said, calls on tourism businesses to embrace digital technologies, improve service quality and strengthen engagement with travellers across online platforms.
Lee noted that today's travellers increasingly value safety, convenience and seamless experiences throughout their journeys. Cashless payments, particularly via QR codes, have become a preferred option for international visitors, while enhanced digital platforms can strengthen tourism connectivity between Vietnam and the RoK and better serve the expanding FIT market.
Le Hoang Yen, Founder and CEO of Tatinta Corporation, said modern travellers are no longer choosing destinations alone but are seeking personalised experiences that combine wellness, education, local culture, cuisine and self-development.
She pointed to the emerging "Trawell" (Travel + Well-being) concept, which integrates travel with healthy living to create more holistic and sustainable experiences. Delivering such experiences, she said, requires an integrated service ecosystem that keeps travellers connected and supported throughout every stage of their journey.
Vietnam is well positioned to capitalise on this trend thanks to increasingly favourable visa policies, expanding healthcare services, a skilled workforce and a rich cultural heritage. Beyond medical and wellness tourism, the country has strong potential to develop healing retreats, personal growth programmes, community-based tourism and immersive cultural experiences that cater to the evolving preferences of international travellers.
According to VNAT, as global tourism continues to embrace personalisation, digitalisation and sustainability, tapping into the growing FIT market, accelerating digital transformation and developing emerging travel segments will be crucial to unlocking new growth, enhancing competitiveness and reinforcing Vietnam's appeal as a leading destination on the global tourism map./.
