Japan is the most desirable travel destination for Vietnamese people. Photo by Shutterstock/Sean Pavone

Survey results recently released by Ho Chi Minh City-based market research firm Q&Me show almost a quarter of over 1,200 respondents chose Japan as their most desired travel destination.

This was followed by South Korea at 20 percent, Thailand (12 percent), Singapore (11 percent) and the U.S. (7 percent).

The survey, which was conducted last month, found a difference in gender-based preference for the two top destinations. More Vietnamese men preferred Japan, while the preference was higher for South Korea among Vietnamese women.

While Japan was the more preferred destination, of respondents who had actually traveled abroad, Thailand was proved the most popular (32 percent), followed by Japan, China, Singapore and South Korea.

The survey results showed that leading factors in choosing a travel destination was good scenery (48 percent), interesting culture (43 percent), good food (25 percent), good entertainment (15 percent) and the opportunity to learn new things (14 percent).

Vietnamese citizens relied on friends, Facebook and websites for information about places they wanted to visit, the survey found.

Increasing numbers of Vietnamese people have been going abroad in recent years. A report by global market research firm Euromonitor in 2017 said outbound trips from Vietnam grew at an annual rate of 10-15 percent a year in the 2012-2017 period.

A Q4 report released by market research firm Nielsen last year said the spending order of preference of Vietnamese citizens with spare cash was to save, buy new clothes and go on holidays/vacations.

VNF ( Vnexpress )