Ho Chi Minh City should build on its advantages as an international commercial and tourism gateway to become a highly competitive meetings, incentives, conferences and exhibitions (MICE) hub in the region, Deputy Prime Minister Pham Thi Thanh Tra said on August 27.
Speaking at the opening ceremony of the International Travel Expo Ho Chi Minh City 2026 (ITE HCMC 2026) at the Saigon Exhibition and Convention Center, Tra described MICE tourism as a high-value sector that extends beyond travel, creating opportunities for trade, investment, technology exchange and cultural co-operation.
“The success of an event is measured not only by the number of participants but also by the opportunities it generates afterwards,” she said.
The opening ceremony of ITE HCMC 2026 in Ho Chi Minh City on August 27 (Photo: Organising committee).
Tra noted that Southeast Asia and the Mekong sub-region possess significant advantages for developing the MICE industry. However, she said individual destinations would struggle to compete effectively if they operated independently. Greater co-operation is needed in aviation links, tourism products and destination development, alongside the creation of multi-country MICE itineraries and the sharing of technology, data and industry expertise.
For Vietnam, Tra said MICE tourism should be recognised as a strategic tourism product capable of attracting high-spending visitors. She urged Ho Chi Minh City to capitalise on its position as an international metropolis and economic centre to achieve its ambition of becoming a regional MICE hub.
She also called for ITE HCMC to be elevated into a platform that connects policymakers, businesses, markets and international destinations.
Running from August 27 to August 29, ITE HCMC 2026 has attracted more than 520 exhibitors and tourism brands, alongside representatives from 34 provinces and cities across Vietnam. Companies operating in travel services, accommodation, aviation, transportation and tourism technology are also participating.
Vietnamese businesses connect with international buyers at ITE HCMC 2026 (Photo: Organising committee).
The event provides Vietnamese tourism businesses with opportunities to meet more than 260 international buyers from over 40 countries and territories. Organisers expect around 20,000 business appointments to be arranged during the three-day exhibition.
Nguyen Loc Ha, permanent vice-chairman of the Ho Chi Minh City People's Committee, said the expo is designed to strengthen links between government agencies, tourism destinations, businesses and international partners.
Through the event, the city hopes to create new co-operation programmes and business opportunities, helping to expand tourism markets, improve promotional activities and support industry growth.
Ho An Phong, deputy minister of Culture, Sports and Tourism, said the value of ITE HCMC extends beyond its scale and the number of business meetings conducted. He said the strong participation of the international community reflected growing support for Vietnam as a tourism destination.
According to Phong, the expo seeks to combine cultural identity with innovation, transforming Vietnam's heritage, cuisine, culture and people into inspiration for distinctive tourism products.
The exhibition space attracts large numbers of businesses and visitors on opening day (Photo: Organising committee).
In addition to business networking activities, ITE HCMC 2026 features a series of conferences, forums and specialised seminars focusing on policy development, industry trends, innovation and international co-operation opportunities.
The exhibition is open to the public from the afternoon of August 27 until August 29, allowing residents and visitors to explore new travel products, promotional programmes, cultural experiences, culinary showcases and artistic performances.
