According to the Vietnam National Authority of Tourism, TRAVEX is one of the most important activities within the framework of the 2026 ASEAN Tourism Forum (ATF 2026), drawing strong interest from international partners, businesses and travellers. The event will feature a wide range of dynamic tourism activities, including exhibitions, product showcases at national pavilions, buyer - seller meetings, press conferences by ASEAN national tourism organisations, as well as sideline seminars.

Vietnam will participate with a dedicated pavilion at TRAVEX to promote the national tourism brand “Vietnam - Timeless Charm,” highlighting destinations and products tailored to the preferences of ASEAN travellers and key markets. These include beach and island tourism, cultural tourism, nature-based tourism and city tourism, along with supporting products such as golf tourism, medical tourism, wellness tourism and MICE tourism. A key highlight of the pavilion will be communication and promotional activities for the National Tourism Year - Gia Lai 2026.

During the event, the Vietnamese delegation will also organise a tourism press conference to provide updates on tourism development, policy mechanisms, new products and services, investment promotion policies and visa incentives, while enhancing international awareness of Vietnam’s tourism image and brand.

In 2025, Vietnam’s tourism sector recorded impressive growth and was assessed by the Government and the Prime Minister as one of the bright spots of the national economy. According to the UN Tourism, Vietnam ranked among the world’s fastest-growing destinations in 2025, alongside Brazil, Egypt, Japan and Ethiopia. UN Tourism data show that international arrivals in these markets have surpassed 2019 levels, reflecting a strong recovery and robust post-pandemic rebound.

The New York Times has also described Vietnam as a rising tourism hotspot in Southeast Asia, attracting millions of visitors each year thanks to its renowned cuisine, diverse and spectacular natural landscapes stretching from towering mountains to lush tropical forests, and its rich historical and cultural depth. Notably, major investments in tourism infrastructure scheduled for completion this year demonstrate Vietnam’s strong determination to enhance visitor experiences and prepare for a growing wave of international tourists.

Entering 2026, as Vietnam sets an ambitious target of welcoming 25 million international visitors, its strong presence at the largest tourism event in ASEAN goes beyond simple promotion. It clearly reflects a strategic determination to shift from “recovery” to “growth, competitiveness and sustainable development”.

To maintain growth momentum, Pham Ha, CEO of LuxGroup, told Vietnam Economic that the tourism sector needs to renew its products and communication messages, closely aligning them with the travel preferences, habits and experience trends of each market. At the same time, international tourism promotion should be strengthened through major travel fairs, roadshows and direct promotional activities in key markets.

Drawing on practical experience from frequent participation in market promotion, Pham Ha noted that the sector must make thorough preparations in terms of reception infrastructure, including human resources, foreign language capacity, service quality and specialised experiences, particularly in high-potential segments such as luxury tourism, adventure tourism and MICE tourism. “Ultimately, close coordination between businesses and management agencies is the key factor in ensuring that Vietnam’s destination image is positioned as professional, safe, distinctive and competitive on the international tourism map,” he emphasised.

Under the theme “Shaping ASEAN's tourism tomorrow”, the 2026 ASEAN Tourism Forum (ATF 2026) is the largest event within ASEAN tourism cooperation and is held annually on a rotational basis among ASEAN member states. ATF 2026 will feature a series of key activities, including the 29th ASEAN Tourism Ministers’ Meeting; the 25th ASEAN Plus Three Tourism Ministers’ Meeting; the 13th ASEAN - India Tourism Ministers’ Meeting; the 5th ASEAN - Russia Tourism Ministers’ Meeting; the 63rd ASEAN National Tourism Organisations Meeting; the 48th ASEAN Plus Three National Tourism Organisations Meeting; and the ASEAN Tourism Awards Ceremony.