The market for Top OTA tours in Vietnam is becoming increasingly diverse as travelers can search and book tours, attractions, activities, and local experiences online.
From Klook, Viator, and GetYourGuide to Traveloka, KKday, and Tourluk, each platform has its own product focus, target market, and approach to travel experiences.
This guide reviews 11 notable OTA tour and travel experience platforms in Vietnam in 2026, helping travelers better understand their options when choosing an online tour booking platform.
What Is an OTA Tour?
OTA stands for Online Travel Agency.
In the tour industry, an OTA is an online platform that allows customers to search, compare, and book travel products through the internet.
These products can include day tours, multi-day tours, private tours, group tours, city tours, food tours, cultural tours, nature experiences, cruises, attraction tickets, and entertainment activities.
Many platforms also offer cooking classes, trekking, snorkeling, and other local experiences provided by suppliers at the destination.
How Are OTA Tours Different From Traditional OTAs?
Traditional OTAs have historically been associated with flight and hotel bookings.
Tours & Experiences platforms focus on a different customer question:
“What can I do at this destination?”
For this reason, an online tour booking platform focuses more directly on activities and experiences at a destination rather than only accommodation or transportation.
This shift has created a growing segment within the online travel market and has changed the way travelers plan their trips.
Top OTA Tours in Vietnam in 2026
The following list includes 11 platforms considered notable based on market presence, product range, user experience, ability to serve international travelers, and development direction.
This list is for reference only and is not an official ranking by any organization.
The order is intended to make it easier for readers to understand and compare different OTA models in the market.
1. Klook
Klook is a platform focused on activities, tours, and experiences across Asia.
In Vietnam, Klook offers a wide range of activities and tours in destinations such as Hanoi, Ha Long, Ninh Binh, Da Nang, Hoi An, and Ho Chi Minh City.
Its products include short tours, attraction tickets, and entertainment activities.
Klook also serves FIT travelers, particularly Asian travelers who prefer to build their own itineraries.
Suitable for: independent travelers, Asian travelers, and customers looking to book individual tours or activities during their trip.
2. Viator
Viator is a brand specializing in tours and experiences within the Tripadvisor ecosystem.
The platform focuses on various product categories, including day tours, private tours, walking tours, food tours, sightseeing, cruises, adventure activities, and cultural experiences.
One notable strength of Viator is its international product network and its ability to reach travelers searching for experiences at destinations around the world.
It is also a platform considered by international tour operators seeking to reach overseas travelers.
Suitable for: international travelers and customers looking for tours and experiences across different countries.
3. GetYourGuide
GetYourGuide focuses heavily on tours and activities.
In Vietnam, the platform offers products in destinations including Hanoi, Ha Long, Ninh Binh, Ho Chi Minh City, Da Nang, Hoi An, and other locations.
Its product categories include day trips, boat cruises, multi-day tours, food and drink experiences, cooking classes, adventure activities, cultural experiences, and attraction tickets.
GetYourGuide also states that activity rankings are influenced by factors such as popularity, customer reviews, performance, availability, diversity, and revenue.
Suitable for: FIT travelers and international visitors looking for tours and activities at their destination.
4. Traveloka
Traveloka is an online travel platform with a strong presence in Southeast Asia.
In addition to flights and hotels, Traveloka offers a Things to Do category featuring guided tours, island hopping, cooking classes, outdoor activities, wellness experiences, and attraction tickets.
One notable advantage is the ability to combine different travel services within one ecosystem.
Travelers can search for various services related to their journey instead of relying on several separate platforms.
Suitable for: Southeast Asian travelers and customers who want to combine multiple travel services in one ecosystem.
5. KKday
KKday focuses strongly on tours, activities, and travel experiences across Asia.
Its Vietnam product range includes Ha Long Bay cruises, Ba Na Hills, Phu Quoc tours, Mui Ne tours, Mekong Delta experiences, attraction tickets, and other activities.
KKday is suitable for Asian travelers, FIT customers, and people looking for day tours or activities at their destination.
It is also one of the Vietnam tour booking platforms that travelers can consider when searching for travel products online.
6. Agoda
Agoda is widely recognized for hotel booking.
However, its travel ecosystem has also expanded into other travel-related products and services.
One notable advantage is its large international customer base, particularly across Asia.
The model allows travelers to combine different needs, from hotels and transportation to activities and tours, within a broader travel journey.
7. Booking.com
Booking.com is a global OTA brand.
Although many customers know Booking.com primarily for accommodation, its ecosystem is also moving toward supporting more travel needs throughout the customer journey.
For Vietnam, one notable advantage is its international customer base and its ability to reach travelers searching for travel services online.
This makes it a platform worth considering for suppliers targeting international travelers visiting Vietnam.
8. Airbnb Experiences
Airbnb Experiences focuses on experiences provided by local hosts or people with expertise in a destination.
Products can include food tours, motorcycle tours, walking tours, cultural experiences, cooking, nature activities, photography, and outdoor experiences.
A key difference is its emphasis on local experiences.
Travelers are not simply visiting a destination but can explore it through activities and interactions with local people.
This model is suitable for customers looking for more local and personal travel experiences.
9. Pelago
Pelago is a travel experiences platform operated within the Singapore Airlines ecosystem.
Its Vietnam products include day trips, city tours, food tours, boat tours, nature activities, adventure experiences, wellness, cooking, attractions, and airport transfers.
Pelago also connects its travel experience ecosystem with the KrisFlyer program of Singapore Airlines.
This represents a model that connects an airline ecosystem with travel experiences.
10. Trip.com
Trip.com operates a broad travel ecosystem that includes flights, hotels, trains, attractions, tours, and activities.
One of its strengths is its international customer base, particularly among Asian travelers.
In Vietnam, Trip.com is relevant to FIT travelers and international visitors who want to book travel services online.
Its model also demonstrates the broader trend toward integrating multiple travel services within a single ecosystem.
11. Tourluk
Tourluk is a platform developed and operated by Star Group, with a focus on Tours + Experiences + Local Travel.
According to the source material, Tourluk is developing destinations including Vietnam, the United States, and Australia, with the direction of building a tour platform for international markets.
Tourluk focuses on three key areas: Curated Experiences, Local Expertise, and Global Travel Marketplace.
The model aims to connect:
Traveler ↔ Tourluk ↔ Local Supplier
This creates a marketplace focused on tours and travel experiences rather than attempting to become an OTA covering every category of travel service.
Comparing Vietnam Tour Booking Platforms
Each OTA has different strengths in terms of products, markets, and customer segments.
Therefore, choosing among Vietnam tour booking platforms should depend on the traveler’s specific needs rather than simply the popularity of a brand.
| OTA | Main Strength | Suitable For |
|---|---|---|
| Klook | Asian activities and tours | FIT, Asian travelers |
| Viator | Global tours and experiences | International travelers |
| GetYourGuide | Tours and activities | International FIT |
| Traveloka | Flights, hotels and activities | Southeast Asian travelers |
| KKday | Asian tours and experiences | Asian travelers |
| Agoda | Hotels and travel ecosystem | International travelers |
| Booking.com | Global travel ecosystem | International travelers |
| Airbnb Experiences | Local experiences | Experience-focused travelers |
| Pelago | Activities and airline ecosystem | International and Asian travelers |
| Trip.com | Integrated travel ecosystem | International and Asian travelers |
| Tourluk | Tours and experiences | International and local travelers |
The comparison above is based on the positioning and descriptions provided in the source material.
Top OTA Tours in Vietnam: Which Platform Is Right for You?
There is no single OTA that is suitable for every travel need.
For tours and activities across Asia, Klook and KKday are platforms worth considering.
Travelers seeking international tours and experiences can explore Viator and GetYourGuide, both of which offer products across multiple destinations.
Those planning a trip that combines hotels, flights, and activities may prefer broader travel ecosystems such as Traveloka, Agoda, Booking.com, and Trip.com.
For travelers interested in local experiences, Airbnb Experiences provides another option to explore activities hosted by local providers.
Meanwhile, Tourluk is a newer platform focused specifically on tours and travel experiences, making it another option worth exploring.
The right choice should therefore depend on the destination, product type, target customer, and requirements of each trip.
What Should You Check Before Booking a Tour?
Travelers should review the product information, itinerary, schedule, policies, and customer reviews before making a booking.
For experience-based tours, reviews from previous customers can provide additional information about the actual experience.
Travelers should also make sure that the tour fits their personal itinerary rather than choosing a product based only on the popularity of a platform.
Top OTA Tours in Vietnam: Why Is the Market Growing?
Travel search behavior is changing.
In the past, travelers often searched for hotels or flights when planning a trip.
Today, searches such as “What to do in Da Nang?”, “Best tours in Vietnam?”, “Things to do in Ho Chi Minh City?”, and “Best experiences in Hanoi?” demonstrate growing interest in activities at the destination.
This shift is expanding the role of OTAs from individual service booking toward broader travel experiences.
A modern travel journey may include:
Flight + Hotel + Tour + Activity + Experience + Transfer + Dining
According to the source material, this shift is one of the factors supporting the development of the Tours & Experiences market.
Top OTA Tours in Vietnam: How to Choose the Right OTA for Tour Suppliers
OTAs are not only designed for travelers. They can also serve as distribution channels for tour operators, DMCs, local suppliers, and tour guides.
Before choosing a platform, suppliers should identify their target customers.
These may include Vietnamese travelers, American travelers, European travelers, Australian travelers, or Asian travelers.
Destination is another important factor because an OTA may have strong coverage in Asia but not necessarily the same level of presence in the United States or Europe.
Consider Commission and Profitability
Suppliers should not evaluate an OTA only by the number of bookings it generates.
They should also consider the selling price, supplier cost, OTA commission, payment fees, marketing costs, and operational expenses.
The source material provides the following formula:
Net Profit = Selling Price – Supplier Cost – OTA Commission – Payment Fee – Marketing Cost – Operational Cost
Calculating these factors provides a clearer picture of the actual performance of each distribution channel.
Consider Reviews and Customer Data
Reviews can have a significant influence on conversion within the OTA tour model.
Beyond bookings, suppliers also need to consider brand development and the ability to build returning customers.
One approach highlighted in the source material is:
Brand → Customer Data → Repeat Customer → Direct Booking
This allows businesses to balance OTA distribution with the development of direct customer relationships.
Top OTA Tours in Vietnam: What Makes Tourluk Different?
Tourluk is not positioned as a copy of Klook, Viator, or GetYourGuide.
According to the source material, Tourluk aims to develop a global tours and experiences marketplace based on the following journey:
Discovery → Curation → Booking → Experience → Review
Tourluk is also expanding its international travel ecosystem through strategic tourism partnerships and destination initiatives, including its engagement with Tourism Australia.
Instead of focusing only on the number of products, the platform’s direction emphasizes curated products, supplier control, tour content, local experiences, booking technology, online payment, and customer support.
This model combines travel operating experience with technology and aims to connect travelers with local suppliers across multiple countries.
Top OTA Tours in Vietnam: Frequently Asked Questions
- What Is an OTA Tour?
An OTA tour is an online travel platform that allows customers to search for and book tours, activities, attraction tickets, and travel experiences online. - Which OTA Is Suitable for Booking Tours in Vietnam?
There is no single platform suitable for every need. - Klook, Viator, GetYourGuide, Traveloka, KKday, Airbnb Experiences, Pelago, Trip.com, and Tourluk have different strengths and positioning.
- What Is the Difference Between Klook and Viator?
Klook has a strong focus on Asia and short-term activities. Viator focuses more heavily on tours and experiences across international markets. - Does GetYourGuide Offer Tours in Vietnam?
Yes. According to the source material, GetYourGuide offers tours in Hanoi, Ha Long, Ninh Binh, Ho Chi Minh City, Da Nang, Hoi An, and other destinations in Vietnam. - Which Country Is Tourluk From?
Tourluk is developed and operated by Star Group in Vietnam, with the direction of building a tours and travel experiences platform for international markets. - What Products Does Tourluk Offer?
Tourluk focuses on tours and travel experiences, including short tours, multi-day journeys, and experiences at different destinations. - Can Travelers Book Vietnam Tours on Tourluk?
According to the source material, Tourluk is developing its Vietnam tour portfolio alongside international destinations. Travelers can visit the platform to check the products currently available at each destination.
Conclusion
The market for Top OTA tours in Vietnam is expanding as travelers increasingly search for tours, activities, and travel experiences online.
Klook, Viator, GetYourGuide, Traveloka, KKday, Agoda, Booking.com, Airbnb Experiences, Pelago, and Trip.com represent different OTA models and customer needs.
Tourluk is developing in a different direction, focusing on tours and experiences while combining technology with travel operating expertise.
If you are looking for a Vietnam tour booking platform, consider the destination, product type, customer needs, and travel preferences before choosing a platform.
Explore Tourluk to discover tours and travel experiences for your next journey.
Read more here:
