Vietnamese social platforms for travel brands

All figures are from DataReportal's Digital 2026 report for Vietnam, which was published at the end of 2025 and uses data mostly from October 2025. DataReportal warns that advertising reach is not the same as monthly active users, that platforms revise their figures, and that its 2026 numbers should not be compared with its earlier reports to calculate growth. For context, it counts 85.6 million internet users and 79.0 million social media user identities in Vietnam.

Facebook's advertising reach in Vietnam equalled 77.6% of the population in late 2025, and Meta's tools showed it growing by 5.3 million over the twelve months to October 2025. For a foreign travel brand, a Vietnamese-language Facebook page is usually the first public presence that local agents and journalists look for, and the place where paid campaigns are easiest to target by city, age and interest.

Facebook groups matter too: travel communities exchange itineraries, visa experiences and photos, and a destination's reputation there is built by travellers, not by the brand. Watching what is said in those groups, in Vietnamese, is one of the cheapest forms of market research available.

Zalo, owned by VNG, had 78.3 million monthly active users in Vietnam according to the company, equal to 91.4% of the country's internet users. It is the everyday messaging app for families, colleagues and businesses. Its business product, Zalo Official Account, lets a company message people who have interacted with it, place voice and video calls under its brand name, run menus and chatbots, publish articles and video, manage community groups, keep customer notes in a small CRM, and see statistics; advanced features come in paid packages.

For a foreign hotel, attraction or tourism board, Zalo is where a Vietnamese customer or agent will expect to ask a question and get an answer. It is less a channel for reaching new audiences than for serving the ones you already have. Setting it up needs someone who can answer in Vietnamese; see the localisation page.

• Instagram reached 11.7 million in late 2025, about one in nine people, with a female majority among adult users (56.7%). It is far smaller than Facebook in Vietnam.
• Messenger reached 57.8 million. For customers who find a brand on its Facebook page, it is the obvious first place to send a question, so it needs the same Vietnamese-language cover as Zalo.
• LinkedIn listed 10.0 million members. It is useful for reaching Vietnamese travel trade, MICE planners and corporate travel buyers, not for consumer campaigns.