Jointly organised by the Vietnam National Authority of Tourism (VNAT), the Hue City People’s Committee, and the Tourism Development Support Fund, the event forms part of Vietnam’s broader efforts to promote its tourism abroad this year.

In his opening remarks, VNAT Director Nguyen Trung Khanh emphasised the active cooperation and sustained efforts by both Vietnam and Italy to deepen their comprehensive partnership.

Tourism, he noted, holds enormous potential and embodies deep humanistic values, acting as a bridge to connect the peoples of both countries and foster mutual understanding, empathy, and closer ties.

A wide range of activities were held during the Milan programme, including a business networking session with international travel companies, an introduction of signature tourism products from the ancient city of Hue, the launch of direct flights from Hanoi to Milan, and an Ao Dai fashion show.

The event also showcased a selection of unique Vietnamese travel offerings tailored to Italian visitors. These include cultural heritage tours in Hanoi, Hue, Hoi An, and Ninh Binh; eco-tourism in Sa Pa and Ha Giang; and beach and golf getaways in Phu Quoc, Nha Trang, Da Nang, and Quy Nhon.

Vietnamese Ambassador to Italy Duong Hai Hung underlined the importance of Milan hosting the programme for a second consecutive year, describing it as a testament to Vietnam’s strong commitment to the Italian market and its intention to promote tourism in a sustainable, long-term manner.

Despite the geographical distance, he said, Vietnam and Italy share many cultural similarities, from cuisine and coffee to football and family values. He added that Italian travellers often leave Vietnam with lasting impressions of a welcoming country blessed with rich history, vibrant culture, and stunning natural scenery.

Hung expressed hope that the event would generate fresh ideas and help further strengthen tourism ties between the two countries.

Currently, Italian passport holders can stay in Vietnam visa-free for up to 45 days. According to VNAT, nearly 32,000 Italians visited Vietnam in the first quarter of this year, up 29% year-on-year.

Vietnamese tourism promoted at Milan int'l travel fair

For the first time, Vietnam has participated in the International Tourism Exchange (BIT) Milan – Italy’s largest and most prestigious travel fair, seeking to advertise its image and tourism products while fostering tourism cooperation with the European nation.