Tourism Malaysia participated in the 20th International Travel Expo Ho Chi Minh City (ITE HCMC) 2026 at the Saigon Exhibition and Convention Centre (SECC), reaffirming its long-term commitment to the Vietnamese market.

This year marks Malaysia’s 15th participation in ITE HCMC, underscoring its sustained engagement with one of its key source markets in Southeast Asia. Held under the theme “Vibrant Connections - Global Destinations,” ITE HCMC 2026 serves as a platform for Tourism Malaysia to strengthen cooperation with Vietnamese travel partners, introduce new tourism products and experiences, and promote the Visit Malaysia 2026 - 2027 (VM2026 - 2027) campaign.

Officially launched in January 2026, the campaign has been extended through 2027, providing Tourism Malaysia with additional time to maintain promotional activities, deepen cooperation with industry stakeholders and enhance Malaysia’s visibility in major international markets. According to Tourism Malaysia, the extension is expected to help sustain visitor demand and strengthen market confidence amid evolving global tourism trends.

The VM2026-2027 campaign features more than 300 events and festivals, offering visitors a wide range of cultural, culinary, entertainment, nature and sports experiences throughout the year. Major events include the PETRONAS Grand Prix of Malaysia 2026, the Formula 1 Gulf Air Bahrain Grand Prix in Malaysia 2026, the Penang Bridge International Marathon, concerts by international artists such as BTS, BIGBANG and The Weeknd, as well as the Malaysia Year-End Sale.

The extended campaign is also expected to create additional opportunities to strengthen tourism partnerships, develop products tailored to the preferences of Vietnamese travelers and promote high-value tourism segments. These include meetings, incentives, conferences and exhibitions (MICE), wellness, education, healthcare, shopping, gastronomy, nature-based tourism and long-stay travel.

Vietnam remains one of Malaysia’s key international tourism markets, supported by strong air connectivity and growing demand for short-haul travel. More than 160 direct flights operate weekly between the two countries, providing over 29,000 seats and facilitating tourism exchanges during the VM2026 - 2027 campaign and beyond.

Malaysia welcomed 156,747 visitors from Vietnam during the first six months of 2026, placing Vietnam among the country’s top 15 international source markets. Tourism Malaysia expects visitor arrivals from Vietnam to continue growing through the remainder of the year, supported by promotional campaigns and close cooperation with industry partners.

Amirah Nadiah Mazlan, Director of Tourism Malaysia Ho Chi Minh City, said Vietnam remains a strategically important market for Malaysia due to its tourism potential as well as the close cultural, economic and people-to-people ties between the two countries.

She noted that Tourism Malaysia has continued to strengthen engagement with Vietnamese travel businesses, media organizations and consumers, while ITE HCMC remains an important platform for connecting with the market. The VM2026-2027 campaign is expected to create further opportunities for cooperation with Vietnamese partners and encourage more travelers to explore Malaysia’s diverse tourism offerings.

Tourism Malaysia has maintained an active promotional presence in Vietnam through trade engagement programs, consumer campaigns, media and influencer activities, sales missions, travel fairs, airline partnerships and destination marketing initiatives. Earlier this year, the organization also participated in major tourism events in Vietnam, including the Viet Nam International Travel Mart (VITM) Ha Noi, as part of efforts to promote Malaysia’s tourism products and experiences to Vietnamese travelers.