ITE HCMC 2026, Vietnam’s largest international travel expo to date, is scheduled from August 27 to 29, 2026, at the Saigon Exhibition and Convention Centre in Ho Chi Minh City. The event will gather more than 520 exhibitors and brands alongside 260 buyers representing over 40 countries and territories. This scale marks a significant increase from the expo’s earlier years between 2005 and 2010, which featured about 210 exhibitors, 120 buyers, and just over 3,200 pre-arranged business meetings. In contrast, the 2026 edition anticipates more than 21,000 pre-scheduled business appointments, reflecting the expo’s expanded influence within the Asia-Pacific travel industry.
Hosted Buyers Programme and Tourism Promotion
The municipal Department of Tourism has emphasized the Hosted Buyers Programme as a distinctive feature of ITE HCMC. This programme handpicks, invites, and fully sponsors qualified international buyers who demonstrate clear commercial potential. According to the Department’s director Pham Huy Binh, the expo employs an integrated communication strategy that targets key markets to maximize media coverage and increase promotional value for participating businesses and localities. This approach supports the event’s role in projecting Vietnam’s tourism image internationally while enhancing business opportunities.
Vietnam Airlines’ Contributions to the Expo
Vietnam Airlines supports the ITE HCMC extensively by coordinating outbound tourism survey trips, inbound delegations, promotional and marketing events,
and by expanding its air connections. The airline has arranged over 50 outbound survey trips to various international destinations and about 20 inbound delegations from overseas into Vietnam. Additionally, it has conducted approximately 20 tourism promotion activities and broadened its flight network to improve connectivity between Vietnam’s destinations and international markets. Le Chi Quan, Deputy Director of Vietnam Airlines’ Vietnam branch, noted the airline’s consistent commitment to strengthening these air links in conjunction with the expo.
Technology and Asia-Pacific Tourism Cooperation
C.I.S Vietnam Advertising & Exhibition JSC, the event organizer, highlighted the increasing use of technology and artificial intelligence at ITE HCMC to enhance tourism
promotion and networking. General Director Duong Tri Dung stated that AI-driven online activations and targeted events have supplemented traditional face-to-face interactions, boosting outreach effectiveness. Beyond business matchmaking, the expo functions as a pivotal forum for tourism policy dialogue, cooperation, and innovation within the Asia-Pacific region. High-level diplomacy, specialized summits, and networking forums take place simultaneously with the trade show, facilitating multifaceted industry development.
Participant Activities and Media Programme
Participants at ITE HCMC 2026 will introduce new routes, destinations, products, and services alongside demand-stimulus initiatives, special offers, and local specialties such as One Commune One Product items. Cultural showcases including music, culinary events, and interactive experiences
will also feature prominently. The event’s International Media Programme engages global press agencies, trade magazines, content creators, key opinion leaders, and digital platforms from multiple countries. This multiplatform initiative enhances the expo’s visibility and strengthens international partnerships while promoting Vietnam’s tourism destinations and brands.
