ITE HCMC 2026: Two Decades of Connecting Vietnam to the World, and a Bigger Role for MICE

Vietnam’s leading international travel trade show marks its 20th edition with 520+ exhibitors, 260 international hosted buyers, 21,000+ scheduled B2B appointments and a strong focus on MICE, sustainability, technology and regional tourism cooperation

The 20th edition of the Ho Chi Minh City International Travel Expo – ITE HCMC 2026 concluded in Ho Chi Minh City after three days of intensive business networking, destination promotion, policy dialogue, knowledge exchange and public tourism experiences, marking two decades of the event’s evolution into one of Vietnam’s most important international tourism trade platforms.

Held from 27 to 29 August 2026 at the Saigon Exhibition and Convention Center (SECC) under the theme “Vibrant Connections – Global Destinations,” the milestone edition brought together more than 520 exhibitors and brands, 260 international hosted buyers from more than 40 countries and territories, 34 Vietnamese provinces and cities and more than 21,000 pre-scheduled B2B appointments.

The event also brought together national tourism organisations, destination marketing organisations, airlines, hotels, travel companies, MICE specialists, technology companies, international organisations, tourism associations, media and other stakeholders from across the global tourism ecosystem.

For MICE professionals, however, the significance of ITE HCMC 2026 went beyond the size of the exhibition floor. The 20th edition demonstrated how a traditional travel trade show can increasingly function as a business-events platform, policy forum, destination showcase and regional networking ecosystem.

A 20-year journey reaches a new milestone

First launched in 2005, ITE HCMC has travelled a considerable distance from its early beginnings as a regional tourism trade event.

The 2026 edition was positioned as the largest in the event’s history, reflecting the rapid expansion of Vietnam’s tourism industry and Ho Chi Minh City’s growing role as an international business and tourism gateway.

According to organisers, during its initial period between 2005 and 2010, ITE HCMC brought together approximately 210 exhibitors and brands, 120 international buyers from 18 countries and territories and more than 3,200 B2B appointments.

Two decades later, the event has expanded dramatically, with more than 520 exhibitors and brands, 260 international buyers and over 21,000 pre-scheduled business appointments planned for the 2026 edition.

That growth illustrates an important transformation: ITE HCMC is no longer simply an exhibition where destinations display their tourism products. It has developed into a structured marketplace designed around connections, commercial conversations and international market access.

The official opening on 27 August formally launched three days of trade promotion, business networking, policy dialogue and tourism experiences at SECC.

The Hosted Buyer programme remains a major strength

One of the strongest elements of ITE HCMC has always been its hosted buyer strategy.

For the 20th edition, the programme brought together 260 high-level international buyers representing more than 40 countries and territories across Northeast Asia, Southeast Asia, South Asia, Europe, North America, the Middle East and Oceania.

The buyer profile included major international tourism and business travel organisations, including names such as TUI Group, DERTOUR, Flight Centre Travel Group, American Express Global Business Travel, Trip.com Group, Luxury Escapes, DidaTravel, BCD Meetings & Events, HelmsBriscoe, MCI Group and other global travel companies.

For exhibitors, the importance of such a programme lies in the quality and relevance of the appointments rather than simply the number of visitors walking through an exhibition hall.

The pre-scheduled business meetings were designed around buyer requirements, product portfolios and target markets, creating a more focused environment for destinations and suppliers looking to develop international business.

The programme also extended beyond the exhibition floor through familiarisation and post-show tours, allowing hosted buyers and international media to experience destinations and products first-hand.

This is particularly important for MICE, where destination decisions are rarely based only on brochures or online presentations. Hotels, convention facilities, attractions, transportation, restaurants, cultural experiences and destination infrastructure all need to be assessed as part of the overall event proposition.

MICE moves closer to the centre of the conversation

One of the most significant aspects of ITE HCMC 2026 for the international business-events community was the dedicated focus on MICE tourism.

The High-Level Tourism Forum, held as part of the Expo, carried the theme “MICE Tourism in the New Era: Sustainability – Connectivity – Opportunity.”

The forum brought together government leaders, tourism authorities, ASEAN tourism ministers and senior delegations, diplomatic representatives, international organisations, industry associations, experts and tourism businesses.

The discussion reflected the changing expectations of the global MICE industry.

Today, destinations are competing on much more than hotel inventory and convention halls. Event organisers increasingly evaluate destinations on connectivity, sustainability, technology, experience design, safety, accessibility, cultural relevance and the ability to create memorable programmes for delegates.

The presence of organisations and industry stakeholders connected with sustainability, tourism development and international business events reinforced the importance of these issues.

For Ho Chi Minh City and Vietnam, the MICE opportunity is particularly significant. The country has been strengthening its position as a destination for corporate meetings, incentives, conferences and exhibitions, while Ho Chi Minh City combines international connectivity with a growing hospitality, convention, culinary and entertainment ecosystem.

The ITE HCMC MICE forum therefore provided a useful platform to position business events not merely as another tourism segment but as an important contributor to destination development and international economic connectivity.

From destination promotion to destination brand management

Another important discussion at ITE HCMC 2026 was the changing nature of destination marketing.

The Vietnam Destination Branding Development Forum 2026 focused on the evolution from conventional destination promotion towards destination brand management.

That shift is highly relevant for the MICE industry.

A destination competing for an international congress, incentive group or corporate event needs to develop a distinctive identity. A convention centre can provide infrastructure, but the destination must provide the story.

The strongest MICE destinations increasingly combine business infrastructure with food, culture, entertainment, heritage, shopping, wellness and authentic local experiences.

For Ho Chi Minh City, this creates an opportunity to position the city not simply as a gateway to Vietnam but as a destination capable of delivering complete business-event experiences.

The city's energetic urban character, culinary scene, cultural attractions and expanding hospitality infrastructure can complement meetings and conferences, giving organisers more options to build incentive and delegate programmes.

Tourism diplomacy meets tourism trade

ITE HCMC 2026 also demonstrated the increasingly close relationship between tourism diplomacy and tourism business.

The Expo was held alongside three major subregional Tourism Ministers' Meetings: the 1st Cambodia–Laos–Viet Nam Tourism Ministers' Meeting, the 7th ACMECS Tourism Ministers' Meeting and the 8th Cambodia–Laos–Myanmar–Viet Nam Tourism Ministers' Meeting.

The meetings brought tourism cooperation, connectivity and regional development discussions into the same city and time frame as a major international tourism marketplace.

This convergence is strategically important.

Government-level cooperation can create the framework for improved connectivity, joint tourism products and cross-border travel, while trade events provide the private sector with an opportunity to turn those frameworks into commercial relationships.

For the Mekong region, this model has particular relevance. Tourism flows across Southeast Asia increasingly involve multi-country itineraries, regional circuits and combined destination experiences.

A business traveller, incentive group or international leisure traveller may visit several countries during one journey.

Consequently, cooperation between neighbouring destinations can become a competitive advantage rather than a threat.

Technology takes centre stage

Technology was another major theme running through ITE HCMC 2026.

The programme featured discussions around artificial intelligence, digital tourism, technology investment and the future traveller journey.

A dedicated Google session explored the future of travel and the role of new digital solutions, including the influence of AI and YouTube in inspiring travel.

The Expo also featured a Tourism Technology Investment & Startup Connection Day, bringing together 11 Korean startups through the Korea Tourism Organization and CNTTECH, along with investment funds and partners connected to the Startup World Cup ecosystem.

For the MICE sector, the technology conversation is particularly relevant.

From AI-assisted event planning and personalised delegate communication to digital registration, matchmaking platforms, data analytics and destination marketing, technology is reshaping the business-events experience.

The next generation of MICE events will increasingly be judged not only by the physical quality of the venue but by how intelligently technology is integrated across the delegate journey.

Sustainability becomes a business issue

Sustainability also featured prominently in the 2026 programme.

The MICE industry's relationship with sustainability has moved beyond corporate messaging. Organisers, associations and corporate clients are increasingly examining carbon impact, waste management, local sourcing, responsible procurement, community participation and the wider economic impact of events.

The inclusion of sustainability within the High-Level Tourism Forum demonstrated that Vietnam recognises the need to integrate sustainable practices into its ambitions for MICE tourism.

For destinations seeking international events, sustainability credentials are increasingly becoming part of the competitive proposition.

The challenge now is to move from discussion to measurable action.

A tourism trade show that also opened to the public

Another defining feature of ITE HCMC 2026 was its public-facing programme. From the afternoon of 27 August through 29 August, the Expo expanded beyond the professional trade environment and became a tourism and cultural experience for residents and visitors.

The public programme featured tourism products, travel promotions, special offers, OCOP products, local specialties, cultural performances, culinary experiences and interactive activities. This approach created a useful bridge between the B2B and B2C sides of tourism.

For tourism companies, exhibitions can sometimes become highly concentrated trade environments where the general public remains distant from the industry.

ITE HCMC's public component provided participating destinations and businesses with the opportunity to engage consumers directly while creating a broader tourism festival atmosphere around the event.

The official opening release described the public programme as a three-day tourism and cultural festival designed to promote destinations, stimulate travel demand and strengthen interaction between businesses and consumers.

Vietnam Night adds culture to the business agenda

The business programme was complemented by a strong emphasis on cultural experience.

The Vietnam Night programme brought together nearly 1,000 domestic and international delegates and presented a cultural journey under the theme “The Beat of ITE HCMC – 20 Years Alongside the Nation.”

The programme connected the cultural identities of northern, central and southern Vietnam with international participation, using music, fashion and performance to communicate the message of Vietnam as a destination connected to the world.

For MICE planners, such programmes are more than ceremonial entertainment.

Cultural events, gala dinners, performances and destination experiences are an important part of incentive travel and corporate events.

The ability to incorporate authentic local culture into a business programme can influence the overall delegate experience and help distinguish one destination from another.

A stronger international ecosystem

ITE HCMC 2026 also showcased the increasing internationalisation of Vietnam's tourism marketplace.

The exhibition brought together national tourism organisations and tourism promotion agencies from markets including Korea, Japan, Malaysia, Thailand, Laos, Cambodia, Bhutan and other destinations, alongside Vietnamese provinces and cities.

The participation of global tourism organisations and companies further broadened the show's industry reach.

This international ecosystem is important because modern tourism is built around interconnected supply chains.

Airlines connect markets. Hotels host travellers and delegates. Destination management companies create experiences. Convention centres host events. Technology platforms facilitate bookings and meetings. Tourism boards promote destinations. Travel companies package the experience.

An international trade show provides the physical environment in which these different components can meet.

ITE HCMC has increasingly positioned itself as that meeting point for Vietnam and the wider Mekong region.

Media and destination visibility

International media was another important component of the Expo.

The organiser had planned an international media programme involving specialist travel publications, content creators, KOLs and digital media platforms.

This is increasingly important in a tourism environment where destination decisions are influenced heavily by digital storytelling.

A trade show can generate value beyond the exhibition floor when buyers, media and content creators experience destinations directly and subsequently communicate those experiences to their respective markets.

For emerging MICE destinations, media visibility can be particularly valuable.

Business-events planners often conduct extensive destination research before making a decision. Positive coverage, destination stories and first-hand content can contribute to the early stages of that decision-making process.

What ITE HCMC 2026 means for the MICE industry

For MICE Affairs, perhaps the most important takeaway from ITE HCMC 2026 is that the traditional boundaries between tourism, business events, destination marketing, technology and government policy are becoming increasingly blurred.

A successful destination cannot operate these sectors independently.

A convention bid may involve a tourism board, convention bureau, hotel group, airline, DMC, venue, local government and technology provider.

An incentive programme may combine business meetings with cultural experiences, culinary programmes, entertainment and community engagement.

A tourism trade show, meanwhile, can bring together all these stakeholders in one environment.

ITE HCMC 2026 demonstrated this convergence particularly clearly.

The event combined a large-scale exhibition with structured B2B meetings, hosted buyers, MICE discussions, tourism ministerial meetings, destination branding sessions, technology programmes, sustainability conversations, public experiences and cultural events.

That combination gives ITE HCMC a role that extends beyond the traditional travel exhibition format.

Looking beyond the 20th edition

Twenty years after its launch, ITE HCMC has reached an important point in its evolution.

Its growth from approximately 3,200 B2B appointments during its early years to a planned programme of more than 21,000 appointments for the 2026 edition illustrates how dramatically the international tourism business environment has expanded around the event.

But the next phase will not be defined by numbers alone.

The real test will be how effectively the Expo converts connections into long-term partnerships, tourism flows, MICE business, investment, destination development and international cooperation.

The 20th edition has provided a strong platform for that next chapter.

For Ho Chi Minh City, the Expo reinforces the city's ambitions as an international tourism and business-events destination. For Vietnam, it provides a powerful platform to connect its destinations and tourism companies with global source markets.

For the Mekong region, it demonstrates how tourism trade and regional cooperation can work together.

And for the MICE industry, it sends a clear message: the future of business events belongs to destinations that can connect infrastructure with experience, business with culture, technology with people, and growth with sustainability.

With its 20th edition now completed, ITE HCMC has moved well beyond being simply an annual travel exhibition.

It has become a meeting point where destinations meet markets, governments meet industry, buyers meet suppliers and ideas meet opportunities.

That is ultimately the meaning behind its 2026 theme, “Vibrant Connections – Global Destinations.”

Two decades after its first edition, ITE HCMC is not simply celebrating where it has been. It is positioning Ho Chi Minh City and Vietnam for where the next twenty years of international tourism may go.