Jointly organized by the Ministry of Culture, Sports and Tourism and the Vietnam Tourism Development Support Fund, the event aimed to highlight Vietnamese cultural identity, strengthen cultural diplomacy, and attract more international visitors.

Festival-goers had the chance to explore the richness of Vietnamese culture through a range of vibrant activities. A standout highlight was the culinary area, where iconic Vietnamese dishes such as pho (noodle soup), fried spring rolls, and Vietnamese coffee were served alongside displays of agricultural and OCOP (One Commune One Product) goods.

Audiences were also treated to captivating traditional art performances by artists from the Vietnam National Music, Song and Dance Theater.

Information booths offered visitors promotional materials, tourism videos, and gifts, while travel companies introduced tour packages and local experiences, thereby drawing major interest from tourists and Polish businesses seeking cooperation opportunities.

According to the Ministry of Culture, Sports and Tourism, Vietnam welcomed over 51,000 Polish visitors in 2024, marking a 25% increase from 2019. In the first five months of 2025 alone, nearly 37,000 Polish tourists visited Vietnam, up 44.5% year-on-year.

Poland ranked as Vietnam’s sixth-largest European source market. In 2024, the Polish outbound tourism sector posted impressive growth in both trip volume and spending.

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.