PRESS RELEASE
ITE HCMC 2026 MARKS 20 YEARS OF GROWTH,
REINFORCING ITS POSITION AS A LEADING REGIONAL INTERNATIONAL TOURISM TRADE EVENT
Ho Chi Minh City, September 3, 2026 – The 20th Ho Chi Minh City International Travel Expo (ITE HCMC 2026), held from August 27–29, 2026, at the Saigon Exhibition and Convention Center (SECC), has officially concluded, marking two decades of growth while setting a new record as the largest edition in the Expo’s history.
Held under the theme “Vibrant Connections – Global Destinations,” ITE HCMC 2026 brought together tourism authorities, international organizations, global travel and MICE businesses, international buyers, media and content creators, and the public in a dynamic platform for trade, destination promotion, knowledge exchange and international cooperation.
The Expo was held under the direction of the Ministry of Culture, Sports and Tourism and the Ho Chi Minh City People’s Committee, and jointly organized by the Vietnam National Authority of Tourism and the Ho Chi Minh City Department of Tourism. The event was implemented by the Ho Chi Minh City Tourism Promotion Center and C.I.S Vietnam Advertising & Exhibition Joint Stock Company, in coordination with relevant agencies and partners.
A New Milestone in Scale, Internationalization and Global Connectivity
ITE HCMC 2026 recorded strong growth in scale, international participation and business connectivity, further strengthening its position as one of Vietnam’s leading international tourism events and an increasingly influential tourism trade platform in the region.
Key highlights include:
- 309 international senior buyers, media representatives, content creators and international media partners from 32 countries and territories, including the United Kingdom, Australia, India, Poland, Belgium, Brunei, Bulgaria, Canada, the UAE, Cambodia, Croatia, Denmark, Germany, Estonia, the Netherlands, the Republic of Korea, Indonesia, Malaysia, the United States, Myanmar, Russia, New Zealand, Japan, France, the Philippines, Singapore, Spain, Thailand, Türkiye, China – including Hong Kong and Taiwan – and Italy.
– More than 50 leading multinational corporations, tourism companies and global MICE organizations, representing a diverse range of international travel and business segments.
+ International travel and tourism: ITE HCMC 2026 welcomed leading tour operators, travel companies, travel advisors and tourism product distributors, including TUI Deutschland GmbH, DERTOUR Deutschland GmbH, Intrepid Travel, Bunnik Tours, Ignite Travel Group – My Touring, Flight Centre Travel Group, Luxury Escapes, Goway Travel, Travel Edge, Collette, Fora Travel, Remote Lands, Uniworld Boutique River Cruises, Thomas Cook India Ltd., Yatra Online, SOTC Travel Ltd., HIS, Nippon Travel Agency, JTB Corp., WTS Travel & Tours, Travel Destinations, E-Tours, Asian Dreams Touristik, Schauinsland-Reisen, ATS Travel and Oliver’s Travel, among others.
+ MICE, business travel and event services: The Expo also brought together major global players specializing in business travel, destination management, venue sourcing, meetings and event planning, including American Express Global Business Travel (AMEX GBT), BCD Meetings & Events, HelmsBriscoe, MCI Middle East, FCM Travel Solutions India Pvt. Ltd., Veena World MICE, Global Business Travel Singapore Pte Ltd. and Al Tayer Events, among others.
+ Multinational corporations: Major corporations including EF Education First (EF), Xiaomi, GE HealthCare, BBVA and Bureau Veritas China participated, further strengthening connections between ITE HCMC and the global business community as well as Vietnam’s wider tourism and service ecosystem.
+ First-time international participants: The 2026 edition welcomed a number of prominent international brands participating in ITE HCMC for the first time, including TUI Group, Bunnik Tours, IFC, GetYourGuide, Trip.com and Uniworld Boutique River Cruises, further diversifying the international buyer network and opening new market opportunities for Vietnamese tourism businesses.
– A strengthened international media and content creator network: The International Media Programme brought together leading global trade and specialist tourism and MICE media, alongside international KOLs and content creators, helping amplify the reach of ITE HCMC 2026 across global travel communities. Participating media and platforms included Conference & Meetings World, TTG Asia, Travel and Tour World, Travel Daily China, MICE in Asia, Think MICE, Travel Daily Media, India Outbound, S&M Publication , MICE Affairs, Venue Magazine, BusinessMirror, Trav Buzz News, M&C Asia, The Art of Healing, RedNote (Xiaohongshu) and Baxter Media, among others.
– More than 520 exhibitors and tourism brands were represented across 410 exhibition booths, bringing together tourism promotion agencies and international businesses from Portugal, Bhutan, Cambodia, the UAE, Taiwan (China), the Republic of Korea, Indonesia, Laos, Russia, Malaysia, Maldives, Nepal, Japan, Nicaragua, Thailand, Switzerland, Sri Lanka, Italy and other destinations.
– 34 Vietnamese provinces and cities participated in the Expo, with 26 localities presenting exhibition booths, showcasing new and innovative tourism products across an expanded and more diverse destination landscape.
– 47,960 Visitors & Participants, including trade visitors, public visitors, and participants in on-site and online activities and events Beyond visitor numbers, the Expo generated more than 21,000 B2B meetings between international buyers and exhibitors, creating new opportunities for business partnerships, market access and tourism sales.
– 15 forums, conferences and specialized seminars featured 26 international speakers and 25 Vietnamese speakers and experts, attracting more than 1,100 in-person participants and 8,500 online viewers. The programme provided a platform for in-depth discussions on emerging tourism trends, policy directions and practical solutions for the industry in a rapidly changing global environment.
– A landmark moment in tourism diplomacy: For the first time, Ho Chi Minh City hosted three Mekong sub-region tourism ministerial meetings – CLV, ACMECS and CLMV – highlighting the city’s growing role in regional tourism cooperation, connectivity and destination development.
– A stronger focus on innovation and entrepreneurship: ITE HCMC 2026 marked the first participation of six Vietnamese startups – TripHunter, Rada360, Aeterna, Vieroc AI, Link Tourism & Trading Service Connection JSC and Skyedge AI – alongside eight Korean startups – Piece of Creative, NoTag Korea, emCT, Zivo – Global Alpha Media, KVANKOREA, Paraátar, Connectin and MyMerci – MediCherry – at the Global Tourism Innovation Startup Investment and Connection Day.
– Global media reach: More than 4,500 news reports, features, television and radio stories, photographs and other media content about the Expo were published or broadcast across domestic and international media channels. In Vietnam, more than 3,100 news stories, reports and media contents appeared across national television networks, leading news organizations and digital platforms. Internationally, ITE HCMC 2026 generated nearly 1,200 articles across global news agencies, leading trade media and specialist tourism and MICE publications, together with more than 200 posts and shares by international KOLs and content creators on Facebook, Instagram and TikTok.
Two Decades of Partnership and Growth with Vietnam’s Tourism Industry
Over the past 20 years, ITE HCMC has continuously expanded its scale, strengthened its international profile and developed a broad network connecting tourism authorities, businesses, international buyers and partners across the tourism ecosystem.
The 2026 edition marked another important step forward by strengthening resource mobilization and maximizing the effectiveness of the public-private partnership (PPP) model in delivering the Expo. The active participation and support of businesses, airlines, organizations and domestic and international partners contributed to enhanced event quality, expanded business connectivity and stronger opportunities for market development.
This collaborative approach has reinforced ITE HCMC’s role as a platform that brings together resources across the tourism ecosystem while contributing to the development of Ho Chi Minh City and Vietnam as competitive and internationally connected destinations.
A Dynamic Programme of Signature Events and Experiences
ITE HCMC 2026 featured a diverse programme of high-level events, business activities, professional forums, destination experiences and public-facing programmes.
– The Opening Ceremony – Vietnam Night, themed “The Pulse of ITE HCMC – 20 Years of Growing with the Nation,” was held on the evening of August 26, 2026, at GEM Center, welcoming approximately 1,000 domestic and international guests. As the signature artistic opening of ITE HCMC 2026, Vietnam Night offered more than an elaborately produced cultural programme. It provided an opportunity for Ho Chi Minh City and its domestic and international partners to reflect on the 20-year journey of an international tourism promotion platform, while showcasing Vietnam’s cultural heritage, identity, people and spirit of hospitality through art, fashion and cuisine.
– The ITE HCMC 2026 Ribbon Cutting Ceremony took place on the morning of August 27, 2026, with the attendance of former and current central government leaders, leaders of provinces and cities, and more than 500 representatives from tourism authorities, businesses, exhibitors, sellers, buyers and domestic and international media.
High-Level Forums and Industry Dialogues
The 15 forums, conferences and specialized seminars held from August 27 – 29 addressed key issues shaping the tourism industry in a new era, including MICE tourism, destination branding, sustainable tourism, artificial intelligence and technology, medical tourism, innovation and entrepreneurship, and international market connectivity.
The centerpiece of the programme was the High-Level Tourism Forum, themed “MICE Tourism in the New Era: Sustainability – Connectivity – Opportunity,” jointly led by the Ministry of Culture, Sports and Tourism and the Ho Chi Minh City People’s Committee. The Forum was attended by Deputy Prime Minister Pham Thi Thanh Tra and brought together more than 400 delegates, including Government leaders, representatives from central and local authorities, the Vietnam National Authority of Tourism, the International Cooperation Department, as well as relevant organisations and businesses.
The Forum examined key shifts in the global MICE market and the growing imperative for sustainable development, technology adoption and innovation. Discussions also explored policy and regulatory frameworks, along with public-private partnership (PPP) models, aimed at translating Vietnam’s MICE potential into tangible destination competitiveness.
The sessions further delved into market trends and data, green event practices, sustainability impact measurement and solutions to strengthen Vietnam’s competitiveness, with the goal of gradually establishing Vietnam as a trusted and competitive MICE destination in the region and on the global stage.
The wider professional programme featured a range of specialized discussions, including the “Shaping the Future of Tourism: Artificial Intelligence, Medical Tourism and Sustainable Development” dialogue, implemented in partnership with the European Chamber of Commerce in Vietnam (EuroCham); the seminar “Elevating Tourism Promotion through Destination Branding and International Connectivity,” in partnership with The Outbox Company; and the seminar “Exploring New Sustainable Tourism Products in Vietnam, Connecting Businesses and Expanding Market Opportunities,” in partnership with the Swiss Tourism for Sustainable Development in Vietnam (ST4SD) project.
Other highlights included the Global Tourism Innovation Startup Investment and Connectivity Day, implemented by Expara Vietnam Venture Capital Fund and the University of Economics Ho Chi Minh City; TEDx 2026: Vibrant Ho Chi Minh City, in partnership with TEDx Saigon; the seminar “Understanding Chinese Travelers to Vietnam through Xiaohongshu,” in partnership with Xiaohongshu; the Hai Phong Tourism Stimulus Conference, hosted by the Hai Phong Department of Culture, Sports and Tourism; and the seminar “Thai Nguyen – A Green Destination for International Visitors,” hosted by the Thai Nguyen Department of Culture, Sports and Tourism.
Together, these forums and seminars provided not only a platform for knowledge sharing and trend analysis, but also an opportunity to deepen dialogue among policymakers, experts, businesses and international organizations, connecting ideas, resources and new opportunities for Vietnam’s tourism development.
Tourism Diplomacy in Focus: Three Mekong Sub-Region Tourism Ministerial Meetings
One of the most significant international tourism milestones in Ho Chi Minh City in 2026 was the simultaneous hosting of three Mekong sub-region tourism ministerial meetings – CLV, ACMECS and CLMV – together with their respective Senior Officials’ Meetings (SOM).
The meetings were held in Ho Chi Minh City pursuant to Decision No. 4752/QD-BVHTTDL dated December 17, 2025, issued by the Ministry of Culture, Sports and Tourism.
This marked the first time Ho Chi Minh City hosted ministerial-level meetings of all three major regional tourism cooperation mechanisms simultaneously, creating a high-level platform for policy dialogue, destination connectivity and strengthened tourism cooperation among Mekong countries.
The First Cambodia – Laos – Vietnam (CLV) Tourism Ministers’ Meeting was held on the afternoon of August 26, focusing on strengthening cooperation among the three countries in tourism product development and market connectivity.
The 7th ACMECS Tourism Ministers’ Meeting and the 8th CLMV Tourism Ministers’ Meeting, held on the afternoon of August 27, focused respectively on strengthening destination connectivity, advancing sustainable tourism development and setting directions for tourism cooperation in the next phase.
The meetings concluded successfully, with a number of areas for cooperation agreed and reflected through joint documents, strategic directions and action frameworks.
The series of high-level meetings further positioned Ho Chi Minh City as a meeting point for regional tourism diplomacy, while adding strategic depth to ITE HCMC as a platform that goes beyond tourism supply-and-demand matching to facilitate policy dialogue, regional cooperation and long-term destination development.
Strengthening International Engagement and Bilateral Cooperation
During ITE HCMC 2026, leaders of the Ho Chi Minh City People’s Committee and the Ho Chi Minh City Department of Tourism held bilateral meetings and courtesy calls with international delegations and organizations, including: The delegation of the Minister of Tourism of Cambodia; The International Congress and Convention Association (ICCA); The Pacific Asia Travel Association (PATA); The Global Sustainable Tourism Council (GSTC); and Qingdao Airlines, China. These engagements provided opportunities to strengthen institutional cooperation, expand international tourism networks and explore new avenues for destination promotion and tourism development.
From the Expo to the Destination: Experiencing Ho Chi Minh City and Beyond
The Famtrip and Presstrip programmes for international buyers and media played an important role in bringing Ho Chi Minh City and its surrounding destinations to life beyond the exhibition floor.
ITE HCMC 2026 organized 16 diverse experiential itineraries, welcoming more than 400 delegates, including ministers, mayors, international buyers, media representatives and international content creators.
The programmes showcased Ho Chi Minh City as a destination where deep cultural and historical heritage meets a dynamic, modern and open urban lifestyle.
Alongside iconic attractions such as the Reunification Palace, Ben Thanh Market and Cho Lon, participants experienced the city through Vespa night tours, distinctive local performing arts including Mơ Show and LoaLoa Show, as well as culinary and heritage experiences.
The programmes also expanded beyond the city through strategic regional connectivity, featuring high-end resort infrastructure, golf and green tourism experiences tailored to target markets including the United States, Russia, the UAE, China, Taiwan (China) and Malaysia.
A new heritage and ecological route connecting Ho Chi Minh City and Vinh Long in the Mekong Delta offered international participants opportunities to experience local ways of life and distinctive Khmer cultural heritage, with particularly strong interest from European markets.
These destination programmes demonstrated the potential of Ho Chi Minh City to serve not only as a destination in its own right, but also as a gateway connecting visitors to a wider network of destinations across southern Vietnam.
A Vibrant Public Experience: Tourism Offers, Culture and Local Flavours
Alongside the B2B business programme, the public-facing activities of ITE HCMC 2026 generated a vibrant atmosphere throughout the Expo, attracting large numbers of local residents and visitors interested in discovering new tourism products, purchasing tours and accessing promotional travel packages.
The open experiential space featured a wide range of new tour products, destinations, thousands of promotional offers, local OCOP products and culinary specialties from across Vietnam.
Visitors participated in lucky draws, sampled regional specialties and experienced diverse cultural performances. The combination of live entertainment, cultural exchange and interactive experiences created an engaging festival atmosphere while providing tourism businesses with a direct channel to consumers, supporting tourism demand and strengthening brand visibility among visitors.
Celebrating Outstanding Exhibition Booths
To recognize creativity, investment and excellence among exhibitors, ITE HCMC 2026 presented awards for outstanding exhibition booth design and visitor engagement.
The exhibition spaces showcased the distinctive cultural identities and architectural characteristics of destinations and countries while incorporating contemporary design, interactive elements and engaging experiences that particularly appealed to younger visitors.
The Best Designed Booth Award was presented to 14 outstanding exhibitors: Hanoi Department of Culture and Sports and Tourism; Vietnam Airlines JSC; Saigontourist Group; Ho Tram Project Company Limited; Viet Princess Cruises JSC; Helvetas Swiss Intercooperation Representative Office in Vietnam; Japan National Tourism Organization (JNTO) in Vietnam; Saint Petersburg Convention Bureau; Ministry of Tourism of Cambodia; Lam Dong Investment, Trade and Tourism Promotion Center; Vinpearl JSC; Quang Tri Investment, Trade and Tourism Promotion Center; Malaysia Tourism Promotion Board; and Taiwan Tourism Administration Representative Office (China) in Ho Chi Minh City.
The Most Attractive Booth Award was presented to two exhibitors: the Korea Tourism Organization (KTO) Representative Office in Vietnam and the Tourism Authority of Thailand (TAT) Ho Chi Minh City Office, recognized for their diverse visitor experiences and strong public engagement throughout the Expo.
ITE HCMC 2026: Breaking Through in Global Media Reach
The communications campaign for ITE HCMC 2026 achieved significant growth in media reach and audience engagement across traditional and digital platforms.
Multi-channel media coverage: More than 4,500 news reports, features, television and radio stories, photographs and other media contents about the Expo were published or broadcast across domestic and international channels. In Vietnam, more than 3,100 news stories, reports and media contents appeared across national television networks, leading news organizations and digital platforms. Internationally, ITE HCMC 2026 generated nearly 1,200 articles across global news agencies, leading trade media and specialist tourism and MICE publications. More than 200 posts and shares by international KOLs and content creators across Facebook, Instagram and TikTok further extended the Expo’s reach to global travel communities.
Strong digital momentum and growing brand awareness: During August 2026, ITE HCMC 2026 generated more than 24.49 million reach, including more than 24 million reach across social media platforms.
Content related to the Expo generated more than 1.13 million engagements, 25,764 comments and 724 positive mentions. These results reflect strong public interest and engagement with ITE HCMC 2026, contributing to greater brand awareness, reinforcing the Expo’s position among international tourism events and enhancing the global promotion of Ho Chi Minh City as a destination.
A modern visual presence across the city: ITE HCMC 2026 was promoted continuously across strategic outdoor digital touchpoints, including more than 50 LED screens at Tan Son Nhat International Airport, the Thu Thiem Sky LED system along the Saigon River, as well as a network of screens in central Ho Chi Minh City and around the Saigon Exhibition and Convention Center (SECC).
This extensive visual campaign strengthened destination and event visibility across key arrival points, urban corridors and high-traffic areas, bringing ITE HCMC 2026 directly into the everyday experience of residents, visitors and international travelers.
Co-Creating a New Chapter for Vietnam’s Tourism Development
Marking 20 years of growth and development from 2005 to 2026, ITE HCMC 2026 has further established its scale, credibility and influence as an international tourism trade and promotion platform with growing regional reach.
By bringing together a diverse tourism business ecosystem, a high-quality international buyer network and high-level Mekong tourism ministerial meetings, the Expo expanded opportunities for business connectivity, strategic cooperation and policy dialogue, creating new momentum for Vietnam’s tourism industry in its next phase of development.
The success of ITE HCMC 2026 was made possible through the close collaboration and support of government agencies, international organizations, the business community and domestic and international media.
Their collective contribution has strengthened ITE HCMC’s role as a bridge connecting Vietnam with global tourism markets, bringing the destinations, experiences and opportunities of Vietnam and Ho Chi Minh City closer to travelers, businesses and partners around the world.
As ITE HCMC enters its next chapter beyond the 20-year milestone, the Expo will continue to embrace the spirit of connection, innovation and collaboration, working with partners across the tourism ecosystem to create sustainable value and new opportunities for the industry.
The Organizing Committee looks forward to welcoming delegates, partners and friends from Vietnam and around the world to the 21st Ho Chi Minh City International Travel Expo (ITE HCMC 2027), scheduled to take place in September 2027./.
