The 2024 Prosumer Travel Report, based on insights from 14,000 people across 32 markets, including Vietnam, shows that travel has become a vital emotional need and a key expression of identity.

The Signals That Matter (Global vs. Vietnam)

• Travel as a necessity:  78% of global Prosumers say they will never give up flying, compared with 73% in Vietnam. Hunger for exploration: Globally, 92% believe unexplored places still exist; in Vietnam this rises to 94%.
• Travel to recharge: 77% globally travel to relax, while Vietnam reports an even higher 83%.
• Fewer trips, longer journeys: The “slow travel” mindset is emerging worldwide: 47% of global Prosumers believe people will travel less often but for longer. In Vietnam, this trend is even stronger at 70%, showing a clear shift toward deeper, more meaningful travel experiences.
• Higher expectations for brands: Worldwide, 62% boycott brands promoting destinations that violate human rights, and 47% avoid brands lacking environmental responsibility. In Vietnam, 93% believe tourism brands must support local communities

Discover the Full Picture

Travel is changing - and so are travelers. Download the full 2024 Prosumer Travel Report to discover more about how the world travels.

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About the Study

In the first quarter of 2024, Havas partnered with Market Probe International to survey 14,355 people ages 18+ in 32 markets: Africa Bundle (Ivory Coast, Kenya, Nigeria), Australia, Austria, Belgium, Brazil, China, Canada, Chile, Finland, France, Germany, Greece, India, Ireland, Italy, Japan, Korea, Malaysia, Mexico, Philippines, Saudi Arabia, Singapore, South Africa, Spain, Thailand, Ukraine, United States, United Kingdom, United Arab Emirates, and Vietnam.

Who Are Prosumers?

Prosumers are today’s leading influencers and market drivers. They have been a focus of Havas studies for two decades. Beyond their own economic impact, Prosumers are important because they influence the brand choices and consumption behaviors of others. What Prosumers are doing today, mainstream consumers will likely be doing 6 to 18 months from now.

What is Prosumer Report?

Prosumer Reports is a series of thought leadership publications by Havas—part of a global initiative to share information and insights, including our own proprietary research, across the Havas network of agencies and client companies. Havas is one of the world’s largest global communications groups, bringing together nearly 20,000 people in more than 100 countries.