ITE HCMC 2026 Wraps Up in Vietnam With 520+ Exhibitors, 260 Buyers, 21,000 B2B Meetings and Stronger Tourism Demand

The 2026 edition of ITE HCMC, the biggest to date, is connecting Vietnam’s tourism products with global tourism buyers for the first time. Over 520 exhibitors and brands are participating in the three-day trade event in Ho Chi Minh City. 260 international buyers and over 21,000 pre-scheduled B2B appointments make this edition of ITE HCMC the most important trade fair in its history. Over 40 countries and territories send buying teams to meet Vietnamese suppliers of leisure, luxury, MICE, corporate travel and emerging tourism services. Three Mekong tourism ministers’ meetings are enhancing cooperation in the region. A high-level MICE forum is positive step towards making Vietnam a first choice destination of global business events. For tourists, the Expo creates new routes for tourism products and international marketing, leading to increased travel requests.

ITE HCMC 2026 Opens a New Tourism Chapter

The 20th International Travel Expo Ho Chi Minh City opened on August 27 at the Saigon Exhibition and Convention Center. The event runs from August 27 to 29 under the theme “Vibrant Connections – Global Destinations.” It is organised under the direction of Vietnam’s Ministry of Culture, Sports and Tourism and the Ho Chi Minh City People’s Committee.

The Vietnam National Authority of Tourism and the Ho Chi Minh City Department of Tourism jointly organise the Expo. The Ho Chi Minh City Tourism Promotion Center and C.I.S Vietnam Advertising & Exhibition Joint Stock Company are directly involved in implementation.

This 20th edition marks the largest scale in ITE HCMC’s history. The Expo brings together more than 520 exhibitors and brands, 34 Vietnamese provinces and cities, 260 high-level international buyers, around 600 international delegates and 50 high-level delegations. Organisers also expect around 30,000 visitors and approximately 60 international media outlets.

The event’s international standing adds further weight to the milestone. ITE HCMC has been recognised as “Asia’s Best Trade Show” at the World MICE Awards in 2024 and 2025. That recognition reinforces its position as a major international tourism trade platform rather than a conventional destination exhibition.

Twenty Years of Expanding Global Connections

ITE HCMC’s growth becomes clearer when measured against its beginnings. During the Expo’s initial period from 2005 to 2010, it brought together approximately 210 exhibitors and brands and 120 international buyers from 18 countries and territories.

The event also generated more than 3,200 B2B appointments during that early period. By 2026, the number of scheduled business appointments has passed 21,000.

That represents an increase of more than eightfold in B2B appointments. The number of exhibitors has also more than doubled, while the buyer network has expanded across a much wider international market base.

The transformation illustrates how Vietnam’s tourism industry has moved towards deeper international trade engagement. ITE HCMC now brings destinations, airlines, accommodation providers, travel companies, technology firms and international distribution networks into one marketplace.

The Expo has also strengthened its use of public-private partnerships. Airlines, businesses, tourism organisations and domestic and international partners have contributed resources and expertise to its development.

That collaboration has supported buyer hosting, business matching, professional programming and international communications. It has also strengthened the Expo’s wider role in mobilising tourism investment and commercial connections.

Hosted Buyers Open Routes to Future Visitors

The Hosted Buyers Programme remains one of ITE HCMC’s defining features. The organisers describe it as Vietnam’s only programme of its kind that systematically selects, invites and hosts qualified international tourism buyers with genuine business needs.

The 2026 programme brings together 260 high-level buyers from Northeast Asia, Southeast Asia, South Asia, the Middle East, Europe, North America and Oceania. They represent travel groups, corporate travel specialists, luxury operators, technology companies and MICE organisations.

The participating network includes TUI Group, DERTOUR, Travco Corporation, American Express Global Business Travel, Flight Centre Travel Group, Thomas Cook and Trip.com Group. Luxury and experiential travel specialists include Luxury Escapes, Goway, Remote Lands and Uniworld Boutique River Cruises.

The programme also reaches corporate and business travel markets. BCD Meetings & Events, HelmsBriscoe, FCM Travel India, MCI Group and other specialists create access to higher-value travel segments.

The business programme began with Buyers-Sellers Speed Dating on August 26. Formal B2B Business Matching sessions run on August 27 and 28.

More than 21,000 appointments have been pre-scheduled according to product portfolios, target markets and partnership requirements. That structure gives Vietnamese suppliers direct access to buyers who can potentially package, distribute and sell their products internationally.

The impact on future travel demand is therefore potentially significant. International buyers can turn destination exposure into itineraries, campaigns and commercial products after the Expo ends.

Pre- and post-show familiarisation tours strengthen that process further. Buyers and media representatives can experience Vietnamese destinations first-hand before promoting them to international markets.

Vietnam Puts MICE at the Heart of Growth

The most important policy development at ITE HCMC 2026 is the stronger positioning of MICE tourism. The High-Level Tourism Forum on August 27 focused on “MICE Tourism in the New Era: Sustainability – Connectivity – Opportunity.”

More than 300 delegates attended the Forum. They included senior government officials, tourism authorities, ASEAN tourism ministers and heads of delegation, diplomatic representatives, international organisations, industry associations and tourism businesses.

Deputy Prime Minister Pham Thi Thanh Tra, Minister of Culture, Sports and Tourism Lam Thi Phuong Thanh and Ho Chi Minh City Vice Chairman Nguyen Loc Ha chaired and moderated the programme.

The Government wants MICE to become a strategic tourism product for Vietnam. The policy direction also seeks to build a more competitive MICE ecosystem across the region.

Speaking at the Forum on August 27, 2026, Deputy Prime Minister Pham Thi Thanh Tra said, “MICE is not only a high-value tourism product, but also a bridge for trade, investment, knowledge, technology and culture.”

She also stressed that MICE value should not be measured simply by attendance. Instead, the emphasis should fall on the connections and opportunities created after each event.

That approach has major implications for Ho Chi Minh City. Business travellers can generate demand across hotels, restaurants, transport, attractions, retail and cultural experiences.

Ho Chi Minh City Targets Regional MICE Leadership

The Government has called for a stronger institutional and infrastructure framework for MICE tourism. It wants Vietnam to develop a National MICE Development Strategy and improve exhibition and convention facilities to international standards.

The strategy also calls for stronger MICE products and destination branding. Vietnam aims to connect business events with culture, heritage, nightlife and the creative economy.

Green and digital transformation form another major priority. Authorities are looking at green MICE standards, artificial intelligence, big data and stronger digital platforms.

Human-resource development also remains essential. Vietnam wants a more professional workforce capable of competing across the regional and global MICE value chain.

For Ho Chi Minh City, the ambition is particularly clear. The city is expected to strengthen its role as a highly competitive regional MICE centre and use ITE HCMC as a platform linking policy, markets, businesses and international destinations.

The city’s advantages include its international connectivity, commercial importance and broad tourism infrastructure. The strategy also encourages distinctive products built around urban tourism, history, culture, cuisine, shopping and community experiences.

Three Mekong Meetings Strengthen Regional Tourism

ITE HCMC 2026 is also operating as a major platform for regional tourism diplomacy. Ho Chi Minh City is hosting three Tourism Ministers’ Meetings linked to Mekong cooperation frameworks.

The 1st Cambodia–Laos–Viet Nam Tourism Ministers’ Meeting took place on August 26. It focuses on strengthening tourism links, developing joint products and increasing visitor exchanges among the three countries.

The 7th ACMECS Tourism Ministers’ Meeting and 8th Cambodia–Laos–Myanmar–Viet Nam Tourism Ministers’ Meeting are also taking place during the Expo programme. Their agendas cover connectivity, sustainable tourism and future regional cooperation.

Senior Officials’ Meetings and Working Group Meetings have supported preparations for the ministerial discussions. Their inclusion gives the Expo an unusual diplomatic dimension.

For travellers, stronger regional cooperation could eventually support broader multi-country itineraries. It also creates opportunities to promote Vietnam as part of wider Mekong journeys.

This combination of government diplomacy and tourism trade is one of the Expo’s strongest strategic advantages. It brings policymakers and commercial tourism operators into the same regional conversation.

Vietnam Night Celebrates Tourism Through Culture

The 20th anniversary began with Vietnam Night on August 26. The signature artistic programme took place at GEM Center and welcomed nearly 1,000 domestic and international delegates.

Its theme, “The Beat of ITE HCMC – 20 Years Alongside the Nation,” linked the Expo’s history with Vietnamese identity. It also reflected Ho Chi Minh City’s 50-year milestone since the official adoption of its current name on July 2, 1976.

The artistic narrative unfolded through four chapters. “The Beat of Origins” reflected ITE HCMC’s growth and Ho Chi Minh City’s energy.

“The Beat of Homeland” explored the cultural traditions of northern, central and southern Vietnam. Quan họ singing from Bắc Ninh, Lục Cúng Hoa Đăng ceremonial dance and southern folk music featured in the programme.

“The Beat of Cultural Exchange” centred on an áo dài showcase by Master Artisan Trung Dinh. International beauty queens and models joined the presentation.

The final chapter, “The Beat of Connection,” presented Vietnam as a confident and globally connected destination. It concluded the artistic journey from heritage to international exchange.

The evening also introduced “ITE HCMC Reaching New Heights” through a symbolic Tree of Happiness ceremony. Distinguished guests watered the tree to represent friendship, solidarity and continued cooperation among nations.

The cultural programme matters to tourism because it presents Vietnam through more than destinations. It puts heritage, hospitality, fashion, cuisine and human connection at the centre of the destination story.

Global Tourism Leaders Shape New Travel Ideas

The Expo’s wider conference programme reinforces its growing role as a knowledge platform. UN Tourism, PATA, GSTC and the Thailand Convention & Exhibition Bureau are among the international organisations participating.

Global companies and partners including Google, Mastercard and EuroCham are also involved. Their sessions address technology, destination marketing, sustainability and changing traveller behaviour.

The Vietnam Destination Branding Development Forum examines the move from destination promotion towards destination brand management. Experts from MMGY Global, QUO and The Outbox Company contribute to those discussions.

A dedicated Google session examines the traveller journey in the age of AI. It also explores YouTube’s role in inspiring travel and the practical use of digital tools.

The Tourism Technology Investment & Startup Connection Day brings 11 Korean startups into contact with investors and partners. The programme connects tourism innovation with the wider Startup World Cup ecosystem.

Meanwhile, TEDx Ho Chi Minh City 2026 explores cultural stories, innovation and sustainable tourism development. Together, these programmes demonstrate how tourism is increasingly intersecting with technology and creative industries.

New Tourism Products Reach Travellers

ITE HCMC 2026 is also giving international markets a wider view of Vietnam’s evolving tourism offer. The Expo brings together products across leisure, luxury, MICE, corporate travel, culture, food and emerging experiences.

The organisers are also highlighting the role of AI, smart tourism and digital tools in creating more personalised travel journeys. That reflects a wider shift towards technology-led destination discovery.

For Ho Chi Minh City, the opportunity extends into urban culture, cuisine, shopping and community-based experiences. The city is also looking to develop distinctive products that can compete internationally.

The Expo’s familiarisation tours take that promotion beyond the exhibition hall. International buyers and media can see destinations, attractions and tourism services directly.

That first-hand exposure can influence future travel programmes. It can also help international media tell more detailed stories about destinations beyond Vietnam’s established tourism gateways.

Public Access Turns Promotion Into Demand

ITE HCMC 2026 is not limited to trade professionals. The Expo opens its public-facing programme from the afternoon of August 27 through August 29.

Residents and visitors can discover travel promotions, special offers, new tour products, OCOP products, local specialities, culinary experiences and cultural activities. Businesses can also engage directly with consumers.

That consumer dimension gives the Expo a second tourism function. It allows destination marketing to move from industry negotiations into direct travel inspiration.

The programme can therefore help stimulate domestic travel demand and strengthen awareness of lesser-known destinations. It also gives businesses an opportunity to convert exposure into direct consumer interest.

However, it is important to distinguish future demand generation from a confirmed tourism surge. The available event data supports ITE HCMC’s role in stimulating interest and building commercial channels.

It does not yet prove that the Expo itself has caused a quantified increase in visitor arrivals. That distinction keeps the story accurate while still recognising the event’s substantial tourism potential.

International Media Amplifies Vietnam’s Reach

ITE HCMC 2026 is supporting its trade programme with a substantial international communications campaign. Around 60 international media outlets, travel trade publications, content creators, KOLs and digital platforms are expected to participate.

The campaign operates before, during and after the Expo. It combines hosted media programmes with domestic and international digital communications.

That creates another route from trade exposure to traveller awareness. International coverage can introduce Vietnamese destinations to audiences who may not yet have considered them.

The strategy also gives participating destinations and businesses additional promotional value. Their products can reach buyers and media through the same international network.

For Vietnam, that combination is particularly useful. It links destination marketing, business development and consumer storytelling within one event.

Twenty Years Now Point Towards Tourism Growth

As a portion of its tourism development strategy, ITE HCMC 2026 has used its anniversary as an opportunity to build momentum. The Expo has shown its ability to integrate so many aspects of trade, policy, culture, technology and the promotion of destinations, like never before, within a cohesive mega event.

This year’s exhibit has more than doubled its previous number of exhibitors and international buyers, growing from 210 to 520 and from 120 to 260, respectively. This is backed up by more than 21,000 B2B appointments compared to the 3,200 appointments made previously.

ITE HCMC 2026 also aims to make Ho Chi Minh City a more important trade link between Vietnam and other countries. The MICE strategy aims to bring more valuable business visitors, while the hosted buyers can develop leisure activities and products.

While forming international associations is important, the public and cultural programming along with International media will support tourism. The aim is to stimulate interest for traveling to Vietnam and not to measure success by the number of visitors that come right away.

The importance of the Expo does not change because of this distinction, rather it shows how this opportunity will help develop international partnerships and turn associations into products and services and create new visits to Vietnam.

ITE HCMC 2026, attracting exhibitors for its 30th year, celebrates its theme of “Vibrant Connections – Global Destinations”. Ho Chi Minh City aims to connect all of Vietnam’s travel opportunities to new markets, new travel and new types of travel opportunities.

It is possible that the Expo’s strongest legacy will emerge from outside of its exhibition spaces. The B2B appointments will create new visitor trails and travel partnerships that will generate a demand for traveling to Vietnam.