The B2B area recorded an impressive scale with 120 international buyers representing major travel companies from key markets such as the Republic of Korea, Taiwan (China), Southeast Asia, India and over 300 domestic buyers and 600 domestic sellers to meet, exchange information, and sign cooperation agreements.

Vu The Binh, chairman of the Vietnam Tourism Association, said that amid complex and unexpected developments in the world, VITM 2026 aims to boost B2B activities and promote tourism with businesses from key markets such as Northeast Asia, Southeast Asia, and India.

This is the fastest way to attract international tourists to Vietnam, achieving the target of 25 million foreign visitors this year, he stressed.

During the travel mart, Vietnamese tourism businesses debuted tourism products to international partners. Among them, Vietravel introduced four new product lines: "Caravan," "Signature," "Young," and "New Generation," reflecting the shifting tourism trend from "sightseeing" to "experiencing," focusing on authentic experiences, connecting with local culture, and minimising environmental impact.

Most notably, the "New Generation" product line integrates dual criteria of ESG (Environmental, Social, and Governance) in responsible tourism and the Living Experience Index (LEI), ensuring that each trip contributes to positive and sustainable impacts on the community and destination.

“The B2B activity is a crucial opportunity for businesses to connect with partners, expand into international markets, and promote the tourist attractions and products of Vietnam. Through discussions with partners, we found that all parties are seeking high-value products that offer a pleasant experience at a reasonable cost, focusing on emotions and local cultural elements rather than just sightseeing," Pham Van Bay, director of Vietravel’s northern region division said.

Through VITM 2026, all businesses can expand their markets and exchange customers between countries, jointly building diverse products and achieving sustainable development, he added.

Attending the fair as a buyer, Sri Pawadee, CEO of Regent Holidays from Thailand, expected he would find new products suitable for Thai tourists, citing the fact that air connections between Vietnam and Thailand are relatively convenient, helping to exchange tourists between the two countries.

He also shared that he was impressed with the tourism space of Khanh Hoa province, which would be an important destination for them to expand market expansion in the coming time.

VITM 2026 is taking place in Hanoi from April 9 to 12, with the participation of more than 600 tourism enterprises from 15 countries and territories worldwide.

VITM 2026 to feature 450 domestic and international booths

VOV.VN - The Vietnam International Travel Mart (VITM) 2026 will take place from April 9 to 12 at ICE Hanoi (International Centre for Exhibition) under the theme “Digital transformation and green growth – elevating Vietnam’s tourism”, and is expected to featur 450 domestic and international booths.