PRESS RELEASE
ITE HCMC 2026 HIGH-LEVEL TOURISM FORUM
MICE TOURISM IN THE NEW ERA:
SUSTAINABILITY – CONNECTIVITY – OPPORTUNITY
Ho Chi Minh City, August 27, 2026 – As part of the 20th International Travel Expo Ho Chi Minh City (ITE HCMC 2026), the Ministry of Culture, Sports and Tourism, in coordination with the Ho Chi Minh City People’s Committee, convened the ITE HCMC 2026 High-Level Tourism Forum under the theme “MICE Tourism in the New Era: Sustainability – Connectivity – Opportunity.” The Forum was held at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City.
The Forum brought together senior government leaders, representatives of the Ministry of Culture, Sports and Tourism, leaders of Ho Chi Minh City, ASEAN tourism ministers and heads of delegation, diplomatic representatives, international organizations, industry associations, experts and tourism businesses from Vietnam and around the world.
The programme was chaired and moderated by Deputy Prime Minister Pham Thi Thanh Tra, Minister of Culture, Sports and Tourism Lam Thi Phuong Thanh, and Vice Chairman of the Ho Chi Minh City People’s Committee Nguyen Loc Ha, with more than 300 delegates, including leading experts and executives from major domestic and international tourism groups.
The Forum focused on major shifts in the MICE market, the growing imperative for sustainable development, technology adoption, policy frameworks and public-private partnerships, seeking practical solutions to strengthen Vietnam’s competitiveness and progressively establish the country as a leading MICE destination in the region and on the global stage.
Government Calls for a Modern, Green and Globally Competitive MICE Ecosystem
In her keynote address, Deputy Prime Minister Pham Thi Thanh Tra welcomed the Forum’s theme and emphasized the need to develop a modern, interconnected MICE ecosystem with international competitiveness.
The Deputy Prime Minister stressed that Vietnam’s ambition extends beyond becoming a venue for major events. The country seeks to become a trusted partner and a responsible, active contributor to shaping the future of the global MICE industry – making it greener, smarter, more innovative and more sustainable.
For the Mekong sub-region and Southeast Asia, the Deputy Prime Minister called for a shift from fragmented competition towards the co-creation of a regional MICE ecosystem, built around three pillars:
- Expanding markets together:Developing multi-country MICE itineraries and joint destination promotion.
- Raising quality together:Advancing greener and smarter MICE practices and sharing common standards.
- Creating new value together:Connecting MICE with trade, investment, innovation and the cultural and creative industries.
To advance the goal of positioning MICE as a key economic sector, the Deputy Prime Minister called on ministries, sectors and local authorities to focus on four priorities:
- Strengthening institutions and infrastructure:The Ministry of Culture, Sports and Tourism is tasked with urgently developing a National MICE Development Strategy, establishing mechanisms to attract global MICE groups and upgrading exhibition and convention facilities to international standards.
- Innovating products and destination branding:Connecting MICE with culture, heritage and the night-time economy, while moving from individual events towards building internationally recognized event brands.
- Advancing green and digital transformation:Developing green MICE standards, accelerating the application of artificial intelligence and big data, and strengthening the tourism workforce to meet global standards.
- Strengthening Ho Chi Minh City’s leadership role:The City is encouraged to build on its pioneering position and strive to become a leading MICE hub in the region, while developing ITE HCMC into a major Asian platform for connecting tourism policy and destinations.
The Government also emphasized the importance of translating the Forum’s initiatives and recommendations into concrete policies and actionable programmes, while strengthening cooperation among government agencies, international organizations, industry associations and the business community.
The Deputy Prime Minister concluded with a message of shared progress: “If we want to go far, we must go together; if we want to reach greater heights, we must rise together.” The spirit of Vietnam, she emphasized, is to connect, accompany one another and create new opportunities for development together.
From Vietnam’s Vision to Global MICE Trends and Opportunities
Building on the Government’s strategic direction, Session 1 – Presentations on MICE Tourism Development broadened the discussion from Vietnam’s development strategy to major shifts in the international market, sustainability requirements and opportunities for regional cooperation.
The session featured Mr. Ha Van Sieu, Deputy Director General of the Vietnam National Authority of Tourism, who presented “Vietnam MICE Tourism: A New Vision”; Mr. David Mann, Chief Economist for Asia Pacific at Mastercard; Ms. Rita Kuan, Market Strategy Manager at the Global Sustainable Tourism Council (GSTC); and Mr. Noor Ahmad Hamid, CEO of the Pacific Asia Travel Association (PATA) and former Regional Director for Asia Pacific at the International Congress and Convention Association (ICCA).
The presentations approached MICE development from complementary perspectives: Vietnam’s vision and destination competitiveness; data-driven market trends; sustainable MICE development; and the role of connectivity and international events in expanding opportunities for investment, trade and cooperation.
Together, these perspectives raised a central question for the sector: How can Vietnam translate its MICE potential and emerging opportunities into genuine destination competitiveness within the region?
Multi-Stakeholder Dialogue: From Trends to Practical Solutions
Following Session 1, Session 2 – “MICE Tourism in the New Era: Sustainability – Connectivity – Opportunity” expanded the dialogue among international experts and the business community.
Moderated by Mr. Noor Ahmad Hamid, CEO of PATA, the panel featured Mr. David Mann, Chief Economist for Asia Pacific at Mastercard; Ms. Rita Kuan, Market Strategy Manager at GSTC; Mr. Nguyen Van Hai, Director of Market Development at Vinpearl; Ms. Tran Nguyen, Deputy CEO of the Entertainment and Hospitality Division at Sun Group; and Mr. Nguyen Huu Y Yen, Chairman of the Members’ Council of Saigontourist Travel Service Company Limited.
The discussion addressed practical priorities including MICE market trends and data; solutions for organizing greener events and measuring sustainability impacts; innovation and technology adoption; and public-private partnership (PPP) models capable of translating MICE support policies into tangible economic value.
These discussions also addressed key market bottlenecks and explored recommendations that could be translated into policies, action programmes and concrete cooperation models.
Ho Chi Minh City Aspires to Become a Regional MICE Connectivity Hub
For Ho Chi Minh City, MICE development is being approached from a broader perspective – not simply as a means of attracting international events and visitor groups, but as a mechanism for generating economic, trade, investment, knowledge and destination-brand value.
Building on its position as a major economic, commercial and international connectivity hub, Ho Chi Minh City is ready to work alongside the Government, the Ministry of Culture, Sports and Tourism, localities, the business community and international partners to strengthen the MICE development environment, promote investment, improve workforce capabilities, develop infrastructure, accelerate technology adoption and create MICE products with distinctive local identity, high quality and regional competitiveness.
From this perspective, the value of MICE events extends well beyond the duration of an individual event. It lies in the relationships created after the event, the quality and value of visitors, their spending and length of stay, and the wider economic impact generated across other sectors.
From Forum to Action
With the participation of government authorities, international organizations, industry associations, experts and the business community, the ITE HCMC 2026 High-Level Tourism Forum provided a multi-stakeholder platform for dialogue on the future of MICE, identifying sustainability, connectivity and opportunity as fundamental pillars for strengthening destination competitiveness.
In her concluding remarks, Minister of Culture, Sports and Tourism Lam Thi Phuong Thanh emphasized the need to incorporate the initiatives and recommendations emerging from the Forum into concrete policies and actionable programmes. She also called on localities to take pioneering roles; businesses to make digital and green transformation core sources of competitiveness; and international organizations to continue supporting Vietnam through data sharing, technical expertise and connections with global events.
This message reinforces the Forum’s overarching direction: MICE is not merely a high-value tourism segment, but an increasingly important platform for cooperation, a driver of economic growth and a new field of competition in global tourism.
From policy to action, connectivity to cooperation, and growth to sustainability, the ITE HCMC 2026 High-Level Tourism Forum contributes to expanding the MICE cooperation platform between Vietnam, the region and the world, towards building a professional, innovative, green and internationally competitive MICE ecosystem./.
ACKNOWLEDGING THE SUPPORT OF SPONSORS AND PARTNERS
Through proactive engagement, outreach and efforts to mobilize support from the business community, the Organizing Committee of the 20th Ho Chi Minh City International Travel Expo (ITE HCMC 2026) has received valuable support, sponsorship and contributions from numerous organizations and businesses.
This support not only contributes to enhancing the quality and professionalism of the Expo, but also reflects a shared commitment to advancing tourism in Ho Chi Minh City and Vietnam in a professional, modern and internationally integrated direction.
The Organizing Committee sincerely acknowledges and appreciates the invaluable support of the following sponsors:
💎 DIAMOND SPONSORS:
- Vingroup Joint Stock Company (Vingroup JSC);
- Airports Corporation of Vietnam – JSC (ACV);
- Saigontourist Group;
- Vietnam Airlines JSC;
- GEM Center;
- Ho Tram Project Company Limited – The Grand Ho Tram;
🥇 GOLD SPONSORS:
- Hotel Grand Saigon;
- Rex Hotel Saigon;
- Saigon Exhibition and Convention Joint Venture Co.,Ltd.;
- Emirates;
- Hotel Majestic Saigon;
- Turkish Airlines;
🥈 SILVER SPONSORS:
- Green and Smart Mobility Joint Stock Company (GSM);
- EVA Air;
- T-Ritz Saigon Hotel & Apartment;
- BM Manufacturing – Trading – Services Company Limited – BM Wine;
- Sofitel Saigon Plaza;
- Wink Hotels – Unscripted by Hyatt;
- Loa Loa Culture & Cuisine Joint Stock Company;
- Saigon Indochine Cruise Joint Stock Company;
- Foody Corporation – ShopeeFood;
🥉 BRONZE SPONSORS:
- Vietjet Aviation Joint Stock Company – Vietjet Air;
- Ho Chi Minh City Arts Center;
- Mai House Saigon Hotel;
- Royal Hotel Saigon;
- Renaissance Riverside Hotel Saigon;
- Caravelle Saigon Hotel;
- New World Saigon Hotel;
- Hotel Nikko Saigon;
- BT Tour Event Organization and Community Tourist Company Limited;
- Dau An Show Co., Ltd;
- Liberty Central Saigon Riverside Hotel;
- PR Newswire Asia Limited;
- Lao Phu Food Trading Services Joint Stock Company;
- Sun Group;
🤝 PARTNERS:
- Liberty Central Saigon Centre Hotel;
- Pho Museum;
- Ban Me Gold Company Limited;
- Hotel Continental Saigon;
- La’artisan Joint Stock Company;
- Qingdao Airlines;
- Melia Ho Tram;
- Equatorial Ho Chi Minh City;
- Oscar Saigon Hotel;
- Saigon Prince Hotel;
- Ocany Viet Nam Venture Co.,Ltd;
- Windsor Plaza Hotel;
- Harmony Crochet Household Business;
- MobiFone Ho Chi Minh City;
- East West Brewing Company.
*EVENT ORGANIZATION PARTNER – C.I.S Vietnam Advertising & Exhibition Joint Stock Company
C.I.S Vietnam Advertising & Exhibition Joint Stock Company is one of Vietnam’s leading professional event, trade fair and exhibition organizers. Over the years, C.I.S Vietnam has worked closely with the Vietnam National Authority of Tourism and the Ho Chi Minh City Department of Tourism as the Event Organization Partner of ITE HCMC.
With its professional event management capabilities and in-depth understanding of the tourism market, C.I.S Vietnam has worked alongside ITE HCMC through numerous successful editions – from the challenging period of rebuilding after the COVID-19 pandemic to the milestone 20th edition of ITE HCMC 2026.
Its contributions span a wide range of areas, including event operations, exhibition space design and construction, logistics, international delegation reception and hospitality, and coordination of the Hosted Buyers Programme. C.I.S Vietnam has also demonstrated continued flexibility in adapting the Expo model to global trends, from hybrid exhibition formats combining on-site and online participation to the application of AI-powered technologies in B2B business matching and networking.
PRESS INFORMATION
About the International Travel Expo Ho Chi Minh City (ITE HCMC)
The International Travel Expo Ho Chi Minh City (ITE HCMC) is an annual international tourism trade promotion event directed by the Ministry of Culture, Sports and Tourism and the Ho Chi Minh City People’s Committee. The event is hosted by the Ho Chi Minh City Department of Tourism, in coordination with the Vietnam National Authority of Tourism and relevant agencies and partners.
First launched in 2005, ITE HCMC has established itself as a pioneering international tourism trade event in Vietnam, recognized for its professionally structured and high-quality International Buyer Programme. The programme brings together strategic buyers and partners from key international markets, contributing to the expo’s growing scale and influence while helping shape market development trends, expand business opportunities and enhance the effectiveness of international tourism promotion.
Through direct connections between Vietnamese tourism businesses and international buyers, destination marketing organizations, airlines, accommodation providers, investors and partners across the global tourism value chain, ITE HCMC provides a dynamic platform for business exchange, market access and long-term cooperation.
ITE HCMC 2026
The 20th edition of ITE HCMC takes place from August 27–29, 2026, at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City, under the theme “Vibrant Connections – Global Destinations.”
The 2026 edition is expected to bring together more than 500 businesses and brands from over 45 countries and territories, alongside 34 provinces and cities across Vietnam, further strengthening ITE HCMC’s role as an international platform connecting destinations, tourism businesses and global markets.
Media Resources
Official press releases and media images of the 20th International Travel Expo Ho Chi Minh City (ITE HCMC 2026) are available at: https://bit.ly/4fT31y7 and QR Code:
Official Information Channels
Ho Chi Minh City Tourism – Vibrant Ho Chi Minh City
– Website: www.visithcmc.vn
– Fanpage Vibrant Ho Chi Minh City: https://www.facebook.com/visitvibranthochiminhcity
– Instagram Vibrant Ho Chi Minh City: https://www.instagram.com/visit.hochiminhcity/
– TikTok Vibrant Ho Chi Minh City: https://www.tiktok.com/@visithcmc
– YouTube: https://www.youtube.com/@vibrantHoChiMinhcity
Recommended Hashtags:
#VibrantHoChiMinhCity
#DulichThanhphoHoChiMinh
#ITEHCMC2026
#InternationalTravelExpoHCMC2026
#HoichoDulichQuocteTPHCM2026
#AsiaBestTradeShow
*International Travel Expo Ho Chi Minh City (ITE HCMC):
Website: www.itehcmc.travel
Facebook: https://www.facebook.com/itehcmc.internationaltravel
Thông tin liên hệ báo chí:
Ms. Duong Thi Hoang Yen
Deputy Head, Tourism Promotion Services Division
Ho Chi Minh City Tourism Promotion Center
Ho Chi Minh City Department of Tourism
Mobile: +84 903 699 799
Email: dthyen.sdl@tphcm.gov.vn
