Vietnam's tourism sector makes strong impression at HOLIDAY & SPA EXPO 2026
Vietnam promoted its tourism strengths at the HOLIDAY & SPA EXPO 2026, one of the largest annual travel fairs in Bulgaria and the Balkan region, in a bid to expand its presence in Southeast Europe.
Held from February 12–14 at the IEC Inter Expo Center in Sofia, the expo drew more than 250 exhibitors from Europe, Asia and Africa, including Bulgaria, Vietnam, Romania, Serbia, Greece, Türkiye, Austria, Italy and China. Participants included tourism associations, travel agencies, hotels, resorts, spa operators and transport and technology firms.
The Vietnamese Embassy in Bulgaria, in coordination with the Vietnam Cultural & Tourism Association in Europe (VNCT), organised a national booth highlighting the country’s destinations, people and signature products. The event provided Vietnamese firms with opportunities to introduce services, seek partners and tap into not only the Bulgarian market but also neighbouring Balkan countries.
Addressing the opening ceremony, Bulgarian Minister of Tourism Miroslav Borshosh described 2025 as one of the most successful years for Bulgaria’s tourism sector, citing strong growth in visitor numbers and effective coordination among authorities and businesses. He noted that amid global uncertainties, tourism remains a bridge fostering cooperation and mutual understanding.
On the sidelines, Vietnamese Ambassador to Bulgaria Nguyen Thi Minh Nguyet met with Minister Borshosh and called for effective implementation of the 2024–2026 tourism cooperation plan, contributing to the strategic partnership framework established during Party General Secretary To Lam’s official visit to Bulgaria in October 2025. Both sides agreed to enhance delegation exchanges, business connectivity, workforce training and market promotion.
Responding to rising demand in the Balkans for wellness and high-quality leisure travel, Vietnam’s booth spotlighted wellness and spa services, MICE and event tourism, and heritage and sustainable tourism under the message “Vietnam – Timeless Heritage, Trendy Experiences.”
VNCT also organised B2B meetings and introduced FAM trip programmes for Balkan tour operators to experience Vietnam’s offerings firsthand.
Vietnam suggests measures to boost tourism cooperation in ASEAN
Director of the Vietnam National Authority of Tourism (VNAT) Nguyen Trung Khanh put forth some measures to boost regional tourism cooperation while addressing the 59th Meeting of the ASEAN National Tourism Organisations in Vientiane, Laos, on January 23.
