Roadshow showcases Vietnam cultural heritage, fosters tourism ties with Europe

Held on October 14, the event introduced Vietnam’s destinations, people and tourism potential to European partners through destination promotion, cultural performances and business networking.

The programme was organised through cooperation between the Vietnam National Authority of Tourism, Vietnam Airlines, the Embassy of Vietnam in the Netherlands and aviation and tourism partners.

Amsterdam was chosen for the promotional event partly because the Netherlands is one of Vietnam’s major economic partners in Europe and a regional hub for trade, logistics and tourism. Building on more than five decades of bilateral cooperation, the two countries have further opportunities to strengthen links through tourism, trade and cultural exchange.

Bringing Vietnamese culture closer to European audiences

Beyond showcasing destinations and tourism products, the roadshow presented distinctive aspects of Vietnamese culture. Designer Vu Viet Ha’s Áo dài (traditional long dress) collection highlighted the continuity between traditional identity and contemporary creative expression.

Mong ethnic artist Ly Minh Cuong, meanwhile, introduced Dutch audiences to the characteristic melodies of Vietnam’s north-western highlands, promoting the country’s rich ethnic cultural diversity.

Through fashion and traditional music, the programme offered audiences an experiential way to discover Vietnam’s cultural stories. Tourism promotion, therefore, can go beyond landscapes and services, giving international partners and visitors opportunities to explore local traditions, everyday life and the distinctive identities of different regions.

The roadshow also linked cultural promotion with business networking, product development and market outreach. Such cooperation can help turn interest in Vietnamese culture into concrete travel itineraries, enabling visitors to experience the country firsthand rather than simply encounter it through promotional images.

Strengthening tourism links and market cooperation

During the event, the Vietnam National Authority of Tourism, Vietnam Airlines, the Vietnamese Embassy in the Netherlands, representatives of Schiphol Airport and general sales agent APG jointly held a ceremony to announce the establishment of tourism links between the two countries.

The initiative reflected cooperation between tourism authorities, diplomatic missions and businesses to improve market access, strengthen transport connectivity and encourage two-way tourist flows.

Vietnam Airlines and Dutch travel company Fox Reizen also signed a memorandum of understanding (MoU) to expand the tourism market between the two countries, develop products tailored to the needs of each market, and coordinate joint marketing and promotional activities.

The partnership highlights the role of aviation in connecting travel companies with destinations. Stronger links between airlines and tour operators can support integrated products combining air travel, accommodation and cultural experiences, making Vietnam more accessible to European visitors.

Nguyen Thi Hoa Mai, deputy director of the Vietnam National Authority of Tourism, said Vietnam Airlines’ direct Hanoi–Amsterdam service would strengthen connectivity between Vietnam and the Netherlands. Together with measures to facilitate travel and services meeting international standards, the route would help Vietnam reach the European tourism market more effectively.

Vietnam Airlines inaugurated its direct Hanoi–Amsterdam service on June 16, 2026, operating three round-trip flights a week with Airbus A350 aircraft. It was the first direct connection to the Netherlands operated by a Vietnamese carrier, opening a new gateway between Vietnam and Western Europe for tourism, trade and people-to-people exchanges.

Nguyen Tien Hoang, chief representative of Vietnam Airlines in Europe, emphasised a strategy that links flight operations with long-term collaboration alongside tourism partners. Initiatives such as familiarization trips (famtrips), promotional campaigns and the development of integrated tourism products are expected to help increase passenger traffic between the two countries.

In the first nine months of 2026, Vietnam welcomed nearly 80,000 visitors from the Netherlands, an increase of 16.5% year on year. The growth points to the market’s potential and the need to diversify tourism products, strengthen air connectivity and improve the visitor experience.

Vietnamese cuisine featured prominently at Vietnam Tourism Roadshow in Europe

VOV.VN - Traditional dishes were among the major highlights of the “Vietnam Tourism Roadshow in Europe” held on Strelecky Ostrov Island in the heart of Prague, Czech Republic, attracting strong interest from travel businesses, tourism partners, and Czech media outlets.