The 20th International Travel Expo Ho Chi Minh City (ITE HCMC 2026) commenced on August 27 at the Saigon Exhibition and Convention Centre (SECC), featuring more than 520 exhibitors and 260 international buyers representing over 40 countries and territories. The three-day event, running until August 29, focused on the theme “Vibrant Connections – Global Destinations” and showcased one of the largest and most diverse tourism networks to date.
Participants included tourism promotion agencies and businesses from the Republic of Korea, Japan, Malaysia, Thailand, Laos, Cambodia, Bhutan, Russia’s St. Petersburg, Nicaragua, and 34 Vietnamese provinces and cities. The expo gathered major
companies from sectors such as travel, accommodation, aviation, transport, and tourism technology. More than 21,000 business-to-business appointments were scheduled between international buyers and Vietnamese tourism providers. The public had access to cultural, culinary, and promotional activities throughout the event.
Tourism Trends and Regional Cooperation
ITE HCMC 2026 highlighted emerging tourism trends including green and digital tourism, waterway and metro tourism, MICE (meetings, incentives, conferences, and exhibitions), medical tourism, as well as cultural and rural tourism experiences. The event emphasized stronger collaboration among tourism management agencies, businesses, airlines, and service providers to increase Vietnam’s global tourism competitiveness.
A joint action plan on ACMECS (Ayeyawady-Chao Phraya-Mekong Economic
Cooperation Strategy) tourism cooperation for 2026–2028 was adopted. The plan prioritizes improving connectivity, advancing digital transformation, promoting ecotourism and community-based tourism, ensuring tourism safety, and developing human resources. This cooperation aims to support the “One Journey, Three Destinations” initiative for enhancing cross-border tourism.
Official Representation and Infrastructure Developments
Vietnam Airlines, the national flag carrier, represented the country alongside tourism businesses from Da Nang, Hoi An, Mui Ne, and Phu Quoc. The Vietnamese Embassy in Canada also participated to promote Vietnam as a travel destination. Nguyen Loc Ha, Vice Chairman of the Ho Chi Minh City People’s Committee, described the expo’s 20th edition as opening a
new stage focused on quality cooperation between partners.
The upgraded Lien Khuong Airport facilitates international access to Da Lat, connecting the city with markets in the Republic of Korea, Malaysia, India, Taiwan (China), Singapore, and Russia. Lam Dong province welcomed about 900,000 international visitors in the first seven months of 2026, a 15% increase year-on-year. International tourist-days in Lam Dong rose 18% to nearly 2.9 million during the same period.
The JW Marriott Phu Quoc Emerald Bay Resort, developed by Sun Group on Kem Beach in southern Phu Quoc, was a featured hotel at the expo. Travel + Leisure selected
an image of its iconic Shell Pool as the lead visual for related coverage.
Market Shifts and Destination Initiatives
Vietnam’s tourism market is evolving from traditional sightseeing toward authentic, culturally-rooted experiences and sustainable tourism practices. Destinations such as Da Nang are integrating culinary offerings with cultural preservation and destination branding. Hanoi’s tourism programming encourages visitors to engage in handicraft making, virtual reality tours, and exploration of new tours and stimulus initiatives.
Seasonality challenges are addressed by restructuring ecosystems to support year-round tourism. Ta Van village exemplifies linking tourism development with environmental protection and traditional culture. The Mekong Delta’s U Minh Ha wetland is prioritized for
conservation, ecotourism, and educational research.
Medical tourism attracted around 300,000 international visitors annually in Vietnam, generating between 1 and 2 billion USD in spending on treatment, accommodation, and transport. Deputy Prime Minister Pham Thi Thanh Tra emphasized tourism as a spearhead economic sector, with MICE positioned as a strategic product targeting quality visitors while supporting trade and investment growth.
