Ho Chi Minh City Expo Marks Two Decades of Tourism Growth
The 20th ITE HCMC, held from 27–29 August, recorded its largest attendance to date with 47,960 visitors and over 21,000 B2B meetings, solidifying its role in regional travel.
Ho Chi Minh City Hosts Milestone Travel Expo
The 20th Ho Chi Minh City International Travel Expo (ITE HCMC 2026) concluded on 29 August 2026, marking two decades since its inception. Held at the Saigon Exhibition and Convention Center (SECC) from 27–29 August, the event achieved its largest scale yet, according to the organisers.
Directed by Vietnam's Ministry of Culture, Sports and Tourism and the Ho Chi Minh City People’s Committee, the expo served as a platform for trade, destination promotion, knowledge exchange, and international collaboration.
The Vietnam National Authority of Tourism and the Ho Chi Minh City Department of Tourism jointly organised the event, with implementation by the Ho Chi Minh City Tourism Promotion Center and C.I.S Vietnam Advertising & Exhibition Joint Stock Company.
Expanded International Participation and Business Links
ITE HCMC 2026 saw a notable increase in international participation, hosting more than 50 leading multinational corporations, tourism companies, and global MICE organisations. Key international travel operators present included TUI Deutschland GmbH, Intrepid Travel, Flight Centre Travel Group, Thomas Cook India Ltd., and JTB Corp.
Major players in business travel and event services, such as American Express Global Business Travel (AMEX GBT) and BCD Meetings & Events, also attended.
First-time international participants included TUI Group, Bunnik Tours, IFC, GetYourGuide, Trip.com, and Uniworld Boutique River Cruises, expanding the international buyer network and creating new market avenues for Vietnamese tourism businesses.
Multinational corporations like EF Education First, Xiaomi, and GE HealthCare further built ties between the expo and the global business community.
Record Exhibitor and Visitor Numbers
The expo featured over 520 exhibitors and tourism brands across 410 exhibition booths. These included tourism promotion agencies and businesses from 19 countries and territories, such as Portugal, Bhutan, Cambodia, the UAE, Taiwan (China), the Republic of Korea, Indonesia, Laos, Russia, Malaysia, Maldives, Nepal, Japan, Nicaragua, Thailand, Switzerland, Sri Lanka, and Italy.
Domestically, 34 Vietnamese provinces and cities participated, with 27 localities presenting their own exhibition booths to showcase new tourism offerings. The event attracted a total of 47,960 visitors and participants, encompassing trade professionals, public attendees, and those engaging in on-site and online activities.
This engagement led to more than 21,000 B2B meetings between international buyers and exhibitors, generating prospects for business collaboration and tourism transactions.
Regional Diplomacy and Industry Dialogue
Beyond trade, ITE HCMC 2026 fostered extensive knowledge exchange through 15 forums, conferences, and specialised seminars. These sessions featured 26 international speakers and 25 Vietnamese speakers and experts, drawing over 1,100 in-person participants and 8,500 online viewers. Discussions focused on current tourism patterns, policy guidance, and industry solutions.
A significant point for tourism diplomacy was Ho Chi Minh City's role in hosting three Mekong sub-region tourism ministerial meetings—CLV, ACMECS, and CLMV—for the first time. This event demonstrated the city’s increasing part in regional tourism collaboration, links, and destination growth.
The expo also saw the first participation of six Vietnamese startups and eight Korean startups, indicating a greater emphasis on innovation and new ventures within the industry.
Implications for Asian Travel Markets
The continued expansion of ITE HCMC, particularly its record scale and international buyer engagement, solidifies Vietnam's standing as a key destination and a hub for tourism trade in Southeast Asia.
The 21,000 B2B meetings recorded during the August 2026 event suggest substantial new business for Vietnamese and regional tourism operators, potentially leading to new tour packages and increased visitor arrivals.
Furthermore, Ho Chi Minh City's hosting of the Mekong ministerial meetings indicates a growing commitment to regional tourism integration, which could streamline travel policies and promote multi-country itineraries across the CLV, ACMECS, and CLMV blocs, benefiting travellers and operators throughout the Mekong sub-region.
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