Speaking at a conference on January 10 to implement VITA’s 2026 action plan, VITA Vice President Cao Thi Ngoc Lan noted that the association will actively gather feedback from tourism businesses to propose solutions to regulatory challenges and inter-sectoral barriers. Local authorities and tourism units will be asked to promptly report issues affecting the sector, particularly environmental and resource-related concerns.

Another key task is the organisation of major tourism promotion and marketing events. In 2026, the association will continue phase 3 of its direct outreach programme targeting international tour operators in key markets.  

Major events include the Vietnam International Travel Mart (VITM) Hanoi 2026 from April 9–12, themed “Digital Transformation and Green Growth – Elevating Vietnam Tourism,” and MICE EXPO 2026 from September 26–28, featuring around 700 domestic and international businesses. Other planned events are Vietnam Tourism Day in Gia Lai, VITM Phu Quoc 2026, and culinary tourism festivals in Ho Chi Minh City.

Alongside promotional activities, VITA will strengthen research and development of new tourism products aligned with green and sustainable principles, while revitalizing existing offerings with a focus on environmental protection and reducing plastic waste.

Culinary tourism, golf tourism, and MICE tourism will continue to receive priority investment to enhance service quality and competitiveness.

Internationally, VITA will maintain and expand partnerships with organisations and markets such as the Republic of Korea, Japan, Taiwan (China), JATA (Japan Association of Travel Agents), and ASTA (American Society of Travel Advisors). It will also actively participate in international cooperation activities organised by the Ministry of Culture, Sports and Tourism and the Vietnam National Authority of Tourism.

In addition, VITA has launched the VITA Awards 2025–2030, an annual recognition programme honouring organisations, localities, and businesses that contribute significantly to Vietnam’s tourism development.

Vietnam needs tourism promotion breakthroughs amid fierce competition

The global tourism market is entering a phase of unprecedentedly fierce competition as countries continuously roll out large-scale promotional campaigns to capture visitor market share, a reality requiring Vietnam to make breakthrough moves in tourism promotion and marketing.