The 20th International Travel Expo Ho Chi Minh City (ITE HCMC 2026) opened on August 27 at the Saigon Exhibition and Convention Centre (SECC), running through August 29. Jointly organised by the Vietnam National Authority of Tourism and the Ho Chi Minh City Department of Tourism, the three-day event brought together more than 520 exhibitors and 260 international buyers from over 40 countries and territories.
Participation includes tourism promotion agencies and businesses from the Republic of Korea, Japan, Malaysia, Thailand, Laos, Cambodia, Bhutan, St. Petersburg in Russia, and Nicaragua. Thirty-four Vietnamese provinces and cities are represented alongside major enterprises from
the travel, accommodation, aviation, transport, and tourism technology sectors. The international buyers programme has scheduled over 21,000 business-to-business appointments to facilitate product introductions and market expansions.
Official Statements on Expo’s Role and Development
Nguyen Loc Ha, Vice Chairman of Ho Chi Minh City’s People’s Committee, said the expo’s 20th anniversary marks an important milestone and ushers in a new phase of growth focused on enhancing the quality of connections and cooperation among partners. Deputy Minister of Culture, Sports and Tourism Ho An Phong noted that ITE HCMC has evolved from a traditional trade promotion event into a key international travel expo and an annual meeting platform for
the tourism industry.
Emerging Tourism Trends and Focus
ITE HCMC 2026 spotlights emerging tourism trends such as green and digital tourism, waterway and metro tourism, MICE (meetings, incentives, conferences, exhibitions), medical tourism, and cultural and rural experiences. The expo promotes authentic, locally rooted travel experiences that encourage interaction with local people, culture, and nature while supporting sustainable tourism development.
Vietnam’s Representation and International Promotion
Vietnam Airlines, the national flag carrier, participates alongside tourism businesses from Da Nang, Hoi An, Mui Ne, and Phu Quoc, showcasing Vietnamese travel products aligned with rising summer travel demand. The Vietnamese Embassy in Canada also joined the expo to promote Vietnam as an attractive destination.
The Vietnam booth, supported by domestic companies and tour operators, attracted visitors with well-designed presentations and informative materials. The JW Marriott Phu Quoc Emerald Bay Resort, developed by Sun Group, is noted as the only Vietnamese hotel featured in a Travel + Leisure article highlighting Phu Quoc’s growing profile, supported by a 25% increase in Expedia search volume for the island.
Public Access and Cultural Experiences
ITE HCMC 2026 is open to the public from the afternoon of August 27 until August 29. Visitors can experience a range of tourism activities including cultural exhibitions, culinary tastings, OCOP (One Commune One Product) products, promotional programmes, and
art performances. The event aims to boost engagement between tourism management agencies, businesses, airlines, and service providers, positioning Ho Chi Minh City and other Vietnamese destinations more prominently in international tourism markets.
Tourism Cooperation and Market Positioning
The expo functions as Asia-Pacific’s key forum for tourism cooperation, policy dialogue, and knowledge sharing. It emphasizes advancing sustainable and digital tourism models, strengthening connectivity, and supporting joint action plans for regional collaboration. Vietnamese tourism development focuses on expanding into markets including Korea, Malaysia, India, Taiwan, Singapore, and Russia. The event aims to deepen partnerships among stakeholders to generate higher value and growth in the international tourism sector.
