Healing Travel: The New Travel Trend For Summer 2024

The tourism industry is continuously growing and expanding from service amenities to a variety of tourism types that cater to the needs of travelers. According to the Tourism Information Center (Vietnam National Administration of Tourism), in the five-day holiday period from April 30 to May 1, the number of tourists increased by 14.2% compared to the same period in 2023. This demonstrates the attraction and potential of the tourism industry in the coming time.

Additionally, according to statistics from Buzzmetrics, at the beginning of 2024, a new trend in tourism, "healing tourism," has emerged and attracted a lot of interest from young people. Instead of merely sightseeing and entertainment, healing tourism offers visitors a peaceful space, an opportunity to connect with nature, and a chance to rejuvenate body, mind, and spirit after the pressures of modern life.

This report by Buzzmetrics will focus on analyzing this trend and the opportunities for brands, providing readers with a deeper understanding of the exciting aspects behind it, through data research from social networks.

1. Potential discussion topics for healing tourism?
2. Healing tourism: Go alone or together?
3. Where to go for healing?

1. Is healing becoming the new trend in tourism activities?

There was a time when traveling often revolved around taking pictures and living virtually. However, the first four months of 2024 have painted a different picture of tourism: Healing ranked second among the travel goals of users. The pressures of work and conflicts in social relationships have led users, especially those under 35, to seek a quiet, less tumultuous place as a way to "review and heal the soul." Exploring new lands is also a way of rediscovering oneself. 

Users, primarily the younger ones, also travel to have more profound experiences. They want to expand their knowledge about new regions and are not afraid to engage in activities they have never done before. 

While somewhat similar, travel for rest and relaxation usually involves trips where users do not place a heavy emphasis on adventurous exploration. These are often family trips with companions of varying ages. 

However, discussions about healing tourism only really emerged around week 11 of 2024 (around mid-March) and peaked in week 15 (around early April). During this period, young people continually shared their experiences with budget healing trips, such as "With a salary of 15 million VND, how to go on a healing trip in 3 months?" or "Earning 5 million VND but still aspiring to go on a healing trip." It seems that even with limited funds, the youth are very keen on healing through travel. This was also the time when the keyword "healing" became popular on social media, attracting attention from the media. 

Meanwhile, travel for rest and relaxation peaked during the first five weeks of 2024 (also during the Tet holiday period). However, recently, healing and new experiences have become the main goals for users when traveling. 

Based on social media statistics, we can see that the purpose of travel among users is not fixed but changes with the seasons (the period around Tet is different from summer, and summer is different from autumn, etc.). This is an ideal time for healing trips, and healing tourism may continue through the end of the summer. 

2. Healing tourism: Go alone or together?

Typically, when it comes to experiential travel or travel for relaxation, users rarely want to go alone. If seeking experiences, users will choose to go with friends, as friends usually share common interests and are ready to explore new things in new places. If looking to relax, users will opt to go with family, spending time enjoying the company of loved ones after busy days at work. 

However, for healing trips, users tend to prefer going alone. Being alone gives them enough space and time to reflect, organize their emotions, and deal with personal issues. It could also be said: If you want to heal, go alone. If you want to experience, go together. 

3. Healing tourism: Where do users choose to go?

Healing travel destinations that attract interest are usually peaceful places, close to nature, and offer activities that help reduce stress and enhance mental well-being. Below are a few locations for this type of tourism that were most discussed on social media in early 2024.

Ha Long, and especially Co To Island, are particularly favored by users for healing trips. Although Co To does not have many entertainment spots, its pristine nature and clear sea waters are very suitable for "healing." Additionally, Co To is entering its most beautiful season (May), making it an ideal destination in the healing travel plans.

Phu Yen is another ideal destination for healing. Besides its quiet beaches and clear skies, Phu Yen is also sought after for its delicious and affordable food. Discussions about Phu Yen were most vibrant in the late March to early April period, with a series of posts sharing about budget-friendly Phu Yen travel and activities such as watching the sunrise, sunset, and sea views. 

In addition to Ha Long and Phu Yen, coastal areas like Phan Thiet, Quy Nhon, Nha Trang, and Phu Quy are also actively discussed by users when it comes to healing. A common feature of these areas is their tranquil settings, which help users to rejuvenate mentally. 

CONCLUSION

(1) It can be seen that healing tourism is an emerging travel trend that is attracting the attention of the online community. This trend is likely to continue at least until the end of the summer.

(2) Each travel goal has different key moments and different companions. Connecting the right goal, the right moment, and the right companions will help optimize the effectiveness of communications for the brand.

(3) Healing travel destinations under discussion may change over time, but a common feature must be a coastal area that is not too bustling, allowing visitors to truly heal.