The Ho Chi Minh City Travel Expo (ITE HCMC) has expanded into a major Asia-Pacific event connecting tourism authorities, businesses, and international partners to promote Vietnam’s tourism sector in 2026. The event facilitates ties among regions, unlocks new cooperation, and projects Vietnam’s image abroad.
Growth in Scale and Participation
From 2005-2010, ITE HCMC featured roughly 210 exhibitors, 120 international buyers from 18 countries, and over 3,200 pre-arranged B2B meetings. In 2026, the expo is set to host more than 520 exhibitors, 260 buyers from over 40 countries, and over 21,000 pre-scheduled business appointments, demonstrating nearly an eightfold increase in meetings.
Hosted Buyers Programme and International Cooperation
The expo’s Hosted Buyers Programme
remains unique in Vietnam by fully sponsoring qualified international buyers with potential for deal closing. This initiative drives commercial transactions and deepens inter-regional tourism cooperation, reinforcing ITE HCMC’s strategic role in international tourism promotion.
Integrated Communications and Media Outreach
Organisers led by Pham Huy Binh of the municipal Department of Tourism have implemented an integrated communications campaign targeting key markets before, during, and after the event. The International Media Programme mobilizes global press, trade magazines, content creators, key opinion leaders, and digital platforms across borders to expand the expo’s visibility and media value.
Participant Activities and Cultural Showcases
Exhibitors introduce new tourism routes, products, and services alongside demand-stimulation programs, special
offers, and local specialties such as OCOP items. The 2026 expo features cultural performances, culinary showcases, and interactive experiences presenting Vietnam’s diverse destinations and tourism potential.
Vietnam Airlines’ Role in Expo Support and Network Expansion
Vietnam Airlines, represented by Deputy Director Le Chi Quan, supports ITE HCMC through expanding domestic and international air routes connecting Vietnamese destinations. The airline has conducted over 50 outbound surveys and about 20 inbound delegations linked to the expo. It has organized approximately 20 tourism promotion and marketing events to boost the expo’s impact.
Technology and AI Integration in Tourism Promotion
Tourism promotion at ITE HCMC integrates technology, with General Director Duong Tri Dung of C.I.S Vietnam Advertising & Exhibition JSC
highlighting the role of artificial intelligence in reshaping outreach through online activations and targeted events, enhancing networking and promotional efficiency.
Event Details and Expectations for 2026
ITE HCMC 2026 runs from August 27 to 29 at the Saigon Exhibition and Convention Centre in Ho Chi Minh City. The event will host more than 520 exhibitors and brands, including tourism promotion agencies from 34 Vietnamese provinces and various international partners. It aims to present the most diverse and extensive tourism ecosystem in its history under the theme “Vibrant Connections – Global Destinations.”
