The International Travel Expo Ho Chi Minh City (ITE HCMC) 2026 took place from August 27 to 29 at the Saigon Exhibition and Convention Centre in Vietnam. The event operated under the theme “Vibrant Connections – Global Destinations,” bringing together more than 520 exhibitors and brands along with 260 buyers representing over 40 countries and territories. All 34 cities and provinces of Vietnam participated, marking the largest edition for the expo to date with over 21,000 pre-arranged business meetings scheduled.
Expansion from Regional Fair to Asia-Pacific hub
Since its inception, the expo has experienced significant growth. Between 2005 and 2010, ITE HCMC hosted approximately 210 exhibitors and
brands and 120 buyers from 18 countries and territories, with 3,200 pre-scheduled B2B meetings. By 2026, the event’s scale had expanded to include over 520 exhibitors and 260 buyers, representing more than 40 countries and territories, with scheduled business appointments exceeding 21,000. This growth reflects the event’s rise from a regional fair to a major Asia-Pacific tourism industry platform.
Hosted Buyers Programme Boosts Commercial Deals
The Hosted Buyers Programme remains a hallmark of the expo, distinguished by its selection and full sponsorship of qualified international buyers. This model facilitates commercial deals by ensuring participation from buyers with clear potential to conclude transactions by the end of
the event, uniquely positioning the expo within Vietnam’s travel industry scene.
Vietnam Airlines Supports Tourism and Connectivity
Vietnam Airlines played a significant role in supporting ITE HCMC through the organization of more than 50 outbound tourism survey trips and approximately 20 inbound delegations related to the expo. Additionally, the airline conducted around 20 tourism promotion events while annually expanding domestic and international flight networks. These efforts connect Vietnamese destinations with global and regional markets, enhancing the air-aviation and tourism linkages vital to the expo’s success.
Integrated Media Campaign and AI in Promotion
The municipal Department of Tourism, led by Director Pham Huy Binh, implemented an integrated communications campaign targeting key markets before, during,
and after the event. The International Media Programme mobilized international press agencies, trade magazines, content creators, key opinion leaders, and digital platforms to expand the expo’s visibility. C.I.S Vietnam Advertising & Exhibition JSC emphasized the rising role of artificial intelligence and technology in enhancing tourism promotion and networking during the event.
Policy Dialogue, Business Innovation, and Cultural Showcases
ITE HCMC combines tourism cooperation, policy dialogue, knowledge sharing, and business promotion. The event featured high-level diplomatic activity alongside specialized summits and networking sessions, integrating policymaking and commercial innovation. Participants introduced new routes, destinations, tourism products, special offers, and One Commune One Product (OCOP) items. Cultural activities included music
shows, culinary presentations, and interactive experiences that enriched the expo’s program.
Officials Highlight Expo’s Role in Promoting Vietnam’s Tourism
Pham Huy Binh of the Ho Chi Minh City Department of Tourism reported that organizers deployed a comprehensive communications strategy targeting key markets to increase media exposure and strengthen the expo’s function as an international gateway. Le Chi Quan, Deputy Director of Vietnam Airlines’ Vietnam branch, confirmed the airline’s continued efforts to expand air connectivity aligned with tourism promotion. Duong Tri Dung, General Director of C.I.S Vietnam Advertising & Exhibition JSC, noted the increased application of AI technology in supporting tourism outreach and networking.
