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. The event showcases over 520 exhibitors and hosts 260 international buyers from more than 40 countries and territories, under the theme “Vibrant Connections – Global Destinations.” This edition marks one of the largest gatherings of tourism promotion agencies and businesses in the Asia-Pacific region.
Global Participation and Vietnamese Presence
Participants include tourism agencies and companies from the Republic of Korea, Japan, Malaysia, Thailand, Laos, Cambodia, Bhutan, St. Petersburg (Russia), and Nicaragua. Vietnam representation covers 34 provinces and
cities, featuring key players in travel, accommodation, aviation, transport, and tourism technology sectors. Vietnam Airlines serves as the national carrier participant, alongside tourism businesses from Da Nang, Hoi An, Mui Ne, and Phu Quoc. The Vietnamese Embassy in Canada also promoted the country as a travel destination at the expo.
An intensive international buyers programme is in place with more than 21,000 scheduled business-to-business meetings, offering opportunities for product introductions, partnership development, and market expansion.
Officials Highlight Expo’s Expanding Role
Nguyen Loc Ha, Vice Chairman of the Ho Chi Minh City People’s Committee, described the expo’s 20th anniversary as a new development phase emphasizing improved
connection quality and cooperation value for participants. Deputy Minister of Culture, Sports and Tourism Ho An Phong noted that ITE HCMC has evolved from a traditional trade promotion event to an international travel expo and a yearly gathering for the tourism sector. Deputy Prime Minister Pham Thi Thanh Tra stated tourism is a spearhead economic sector in Vietnam and stressed positioning MICE tourism as a strategic product to attract high-quality visitors and stimulate trade and investment.
Tourism Trends and Industry Cooperation
ITE HCMC 2026 highlights emerging tourism sectors such as green tourism, digital tourism, waterway and metro tourism, MICE, medical tourism, and cultural and rural
tourism experiences. The event enhances collaboration between tourism management agencies, businesses, airlines, and service providers to increase Vietnam’s presence in the global tourism market.
Vietnam addresses seasonal tourism challenges by developing year-round travel products. Da Nang integrates cuisine with tourism itineraries, aiming to link culinary promotion with destination branding and cultural preservation. Hanoi promotes handicraft festivals, virtual reality tours, and new tourism stimulus programs. In the Mekong Delta, U Minh Ha wetland conservation efforts support ecotourism development. The upgraded Lien Khuong Airport enhances Da Lat’s access to key international markets including the Republic of Korea, Malaysia, India, Taiwan, Singapore, and
Russia.
The four CLMV countries (Cambodia, Laos, Myanmar, Vietnam) welcomed 32.3 million international visitors in 2025, up 9.6% from the previous year, generating about 45.8 billion USD in tourism revenue. ACMECS adopted a joint action plan for 2026–2028 focusing on connectivity, digital transformation, ecotourism, tourism security, and human resources development.
Public Access and Cultural Highlights
ITE HCMC 2026 is open to the public from August 27 afternoon to August 29, featuring tourism, cultural, and culinary experiences. Visitors can attend exhibitions of OCOP products, promotional programs, and live art performances. The event’s experiential activities include a Mong flute performance contest, ethnic costume displays, traditional beeswax pattern
competitions, banh day pounding, and street parades.
Concurrent cultural events include Da Nang’s “Hoi An Memories” show running August 26 to September 2. Phu Quoc hosts “The Memory of Flowers” exhibition while Thanh Hoa organizes the Sam Son Kite Festival from August 30 to September 1. Hanoi offers free admission policies and cultural activities during the National Day holiday to enhance access to its heritage sites.
Tourism Development and Market Shifts
Vietnam’s tourism market is shifting from sightseeing to authentic, locally rooted experiences focused on small-group, personalized trips with limited environmental impact. Medical tourism generated 1-2 billion USD in 2025 with approximately 300,000 international visitors.
Phu Quoc’s search volume on Expedia increased by 25%, recognized as a premier destination for affordable luxury. Sun Group’s JW Marriott Phu Quoc Emerald Bay Resort on Kem Beach features prominently in promotional materials.
Lam Dong province recorded nearly 900,000 international visitors in the first seven months of 2026, a 15% year-on-year increase. The upgraded infrastructure supports expanding international market access. The event also promotes the 190-km central route linking Hue, Dong Ha, My Trach, Dong Hoi, and Tho Loc providing access to major historical and natural sites.
