More than 520 exhibitors and brands showcased their products to over 250 international buyers from 32 countries at the 19th Ho Chi Minh City International Travel Expo 2025, with a notable rise in interest from European destinations seeking new adventure and wellness experiences.
Held from September 4 to 6, this year’s event also encompassed the Export Forum and the Connecting international goods supply chain event, in a move that organisers state will help strengthen Vietnam’s standing on the regional MICE tourism map.
In the first eight months of 2025, Vietnam welcomed more than 13.9 million visitors, marking a 21 per cent year-on-year increase. Part of this rise in demand has been driven by the launch of direct flights connecting the country with new destinations, according to Doan Phu Minh, Vietnam Airlines’ sales manager.
This year has seen Vietnam Airlines launch routes to Bali, Moscow and Milan, with direct connections to Copenhagen opening in December.
“Next year, we have plans to grow our network with the European longhaul market,” said Phu Minh, adding that the airline will also explore expansion into South Asia, including Bangladesh and Sri Lanka.
Meanwhile, buyers from Europe noted an increase in demand for Vietnam as the appetite for regional combination tours, especially in the adventure and wellness sectors, grows.
Lukasz Nowak, CEO and founder of Solisci Adventure Club in Poland, stated: “Poland isn’t an emerging market anymore; we’re looking for cultural stays, unique experiences, home stays, adventure and nature, and wellness retreats. They’ve seen Thailand and the beaches, and are looking to combine it with something new.”
Marie Kaalund Winther, managing director of Lotus Rejser in Denmark, said she is seeking to expand into Vietnam due to an increase in demand for combination tours with Thailand. “Since Covid-19, people are looking for more than just the beaches in Thailand, and they want to combine more. Vietnam has culture, history and nature, so it’s a good destination to do this.”
Dorte Juul Mydtskov, business development manager of Stjernegaard in Denmark, noted a rise in demand for active and adventure holidays that take in multiple destinations.
She commented: “We’re seeing more interest in adventure and wellness holidays, and people want to combine countries and explore more. Vietnam has a lot to offer.”
