The 20th International Travel Expo Ho Chi Minh City (ITE HCMC 2026) concluded with impressive results, recording 47,960 in-person and online attendees over its three-day run (August 27-29).
A cornerstone of the event’s success was the facilitation of more than 21,000 B2B appointments between international buyers and exhibitors, signaling a robust recovery and expansion of Vietnam's tourism sector.
This year’s expo attracted a prestigious lineup of global travel giants, including TUI Deutschland, JTB Corp., Intrepid Travel, and Flight Centre Travel Group. Notably, the event welcomed several first-time high-profile participants such as TUI Group, GetYourGuide, Trip.com, and Uniworld Boutique River Cruises. Experts suggest that these major players will serve as vital gateways, expanding the distribution of Vietnamese tourism products across international markets.
In addition to traditional leisure travel, the expo saw a strong presence from corporate and MICE (Meetings, Incentives, Conferences, and Exhibitions) specialists, including American Express Global Business Travel and BCD Meetings & Events.
MICE: new growth engine
The focal point of the event was the high-level forum, “MICE Tourism in the new era: Sustainability, Connectivity, and Opportunity.” Industry leaders at the expo highlighted MICE as a critical driver for growth as other segments reach saturation.
Mr. Tran The Dung, General Director of Vietluxtour, noted that his firm saw strong demand for MICE services in the first half of the year, particularly from the pharmaceutical, manufacturing, and financial sectors.
"Modern corporate clients are no longer satisfied with the traditional 'meeting then leisure' format," Mr. Dung said. "They are increasingly integrating sports, charitable activities, and Corporate Social Responsibility (CSR) into their itineraries. Our solutions focus on three pillars: optimizing budgets, standardizing operations, and elevating the client’s brand prestige."
Echoing this sentiment, representatives from Saigontourist Group reported that a majority of international buyers visiting their booths expressed a keen interest in Vietnam’s specialized MICE offerings.
Addressing the future of the industry, Permanent Vice Chairman of the Ho Chi Minh City People's Committee, Mr. Nguyen Loc Ha, emphasized that the MICE market is evolving rapidly. International organizers now prioritize the quality of experience, technological integration, green initiatives, and social responsibility.
"The city must transition from a mindset of increasing the number of events to enhancing the value of each event and the overall competitiveness of the destination," Mr. Ha said. He added that turning MICE into a primary economic driver requires seamless coordination between government agencies, airlines, accommodation providers, and event organizers.
To further support this trajectory, the City People’s Committee is currently drafting a resolution to establish specific support mechanisms for developing tourism services, products, and activities across the city. This policy is expected to provide the necessary legal and financial framework to elevate the city’s status as a leading MICE destination in Southeast Asia.
Google translate