National flag carrier Vietnam Airlines joined the fair to introduce its brand and enhance Vietnam’s appeal to European travellers, particularly in the German market.

The airline reported a strong performance in 2025, exceeding its targets and posting a profit of VND8.5 trillion, the highest level in its 30-year history. Vietnam Airlines’ representative offices across Europe, especially in Germany -its largest market with 17 weekly flights between Germany and Vietnam, have recorded solid growth.

Cao Chinh Mien, Vietnam Airlines’ chief representative in Germany, said the carrier is currently the only airline operating direct flights from several major European hubs to Vietnam. On that basis, the airline continues expanding connectivity and strengthening partnerships in Germany and across Europe.

Upon addressing the opening of ITB Berlin 2026, Berlin Mayor Kai Wegner highlighted tourism as one of the key drivers of sustainable economic growth, a direction also reflected in the strategies of many Vietnamese travel businesses attending the event.

Vinpearl said it is expanding its range of beach resort products and all-inclusive services to meet diverse travel demand, ranging from retirees from France and Spain to winter holiday travellers from Northern Europe. The group is also integrating elements of local culture and enhancing Vietnamese culinary experiences as part of its tourism products.

The Vietnam Cultural and Tourism Association in Europe (VNCT), headquartered in France, organised the participation of 21 Vietnamese companies at ITB Berlin for the first time. Together with businesses registering independently, nearly 80 Vietnamese enterprises are taking part in the fair this year.

According to VNCT representatives, Vietnamese participants are showingproducts and services in sectors including hospitality, aviation, travel services and cruise tourism. However, the conflict in the Middle East prevented about 10% of registered participants from attending after flights were cancelled or companies were stranded in the region.

Some international partners were also unable to attend, making the atmosphere at this year’s fair somewhat quieter than last year.

Vietnam’s exhibition area at ITB Berlin features spacious and distinctive booths displaying cultural symbols such as cyclo models, the Teu character statue and images of women wearing the ao dai.

Nearby, a Vietnamese food stall has attracted long queues of visitors, adding a distinctive highlight to the country’s tourism promotion.

ITB Berlin 2026 brings together nearly 6,000 companies from more than 160 countries and territories to exchange views on trends and solutions for sustainable tourism development.

The event also marks the 60th anniversary of ITB Berlin (1966-2026). From a modest fair with just nine exhibitors in 1966, ITB Berlin has grown into the world’s largest B2B event in the global tourism industry.

Vietnam Airlines connects Vietnam with the world at ITB Berlin 2025

Vietnam Airlines and Saigontourist Group has jointly run a booth at the IBT Berlin 2025 – the world’s leading travel trade show in Berlin from March 4-6.