Beautiful landscapes and rich culture see Vietnam on list, based on tour operator surveys.

Vietnam has been named among the top 10 hot destinations for US travelers in 2019 by the US Tour Operators Association (USTOA), USA Today mentioned in its recent article “Which destinations do US travelers want to explore in 2019?”.

The ranking was based on a recent survey conducted by PricewaterhouseCoopers (PwC) on tour operator members of the USTOA.

The top 10 also included Italy, Iceland, Japan, Australia, France, Spain, Colombia, Cambodia and Portugal.

Vietnam is also listed in the USTOA’s top 10 off-the-beaten-path or emerging destinations, together again with Iceland, Cambodia, Colombia, and Portugal, as well as Croatia, Bhutan, Bolivia, Myanmar, and Ethiopia. “It’s interesting to see these five destinations appear on both the hot destinations and emerging destinations lists,” Mr. Terry Dale, President and CEO of USTOA, told USA Today. “This tells us that off-the-beaten-path travel experiences continue to grow in popularity.”

About 82 per cent of USTOA’s members offer artistic and cultural travel experiences, which was the highest ranked experiential tour type last year based on sales volume.

Generation Z, defined as those born from the mid-1990s to the early 2000s, is beginning to travel and brands are noticing them, according to The Innovation Group’s annual trends report. Generation Z travelers want affordable but authentic experiences. UK tour operator the Holiday Place says Generation Z travelers expect Instagrammability, good internet connectivity, and off-the-beaten-track destinations.

Vietnam won a series of international awards last year, recognizing it as a safe and friendly destination. It was named “Asia’s Leading Destination” for the first time at the 2018 World Travel Awards.

The country welcomed some 15.5 million foreign visitors in 2018, up 19.9 per cent against 2017. The number of international tourist arrivals surged three-fold from 5 million in 2010. In 2018, it also catered to 80 million domestic travelers, generating VND620 trillion ($26.66 billion) in tourism revenue.

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