The Vietnam Tourism Roadshow was held in Amsterdam on October 14, featuring cultural showcases and business partnerships centered around the newly launched direct Hanoi-Amsterdam air route.
The Vietnam tourism promotion program introduced Vietnam’s culture, heritage, and destination potential while strengthening bilateral tourism cooperation.
Jointly organized by the Vietnam National Authority of Tourism (VNAT) and Vietnam Airlines, the event convened representatives from diplomatic missions, aviation, travel agencies, and media organizations from both nations.
Addressing the event, VNAT Vice Chairwoman Nguyen Thi Hoa Mai emphasized that the direct Hanoi-Amsterdam route, officially launched on June 16, plays a pivotal role in strengthening connectivity.
Operating three weekly round-trip flights via Airbus A350 aircraft, the service marks the first direct air link between Vietnam and the Netherlands, establishing another key gateway connecting Vietnam with Western Europe.
Vietnam welcomed nearly 17.7 million international arrivals in the first nine months of 2026, up 14.5 percent year on year. Within this period, arrivals from the Netherlands reached nearly 80,000, representing a 16.5 percent increase compared to the same period in 2025.
Ms. Mai highlighted Europe as Vietnam's fastest-growing source market, noting that favorable visa policies, high-quality services, and direct air links will make travel more convenient for European visitors.
VNAT presented Vietnam’s diverse tourism offerings, ranging from cultural heritage, natural attractions, and vibrant urban centers in Hanoi and Ho Chi Minh City to specialized segments including MICE, leisure, eco-tourism, and high-end beach holidays.
The event also showcased Vietnam’s cultural identity through the “Sac Viet” (Colors of Vietnam) Ao Dai collection by designer Vu Viet Ha and a traditional Mong Khen performance by artist Ly Minh Cuong.
A key highlight of the roadshow was a ceremony marking enhanced tourism connectivity, attended by delegates from VNAT, Vietnam Airlines, the Embassy of Vietnam in the Netherlands, Amsterdam Airport Schiphol, and APG.
Concurrently, Vietnam Airlines signed a Memorandum of Understanding with Dutch travel agency Fox Reizen to expand two-way market access, develop tailored travel products, and conduct joint promotional activities.
Reaffirming VNAT's commitment to supporting Dutch businesses through familiarization trips and partner facilitation, Ms. Mai expressed optimism that Dutch partners will view Vietnam as an ideal destination for commerce, cultural exchange, and long-term business collaboration.
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