Sustainable Tourism, Lively Experiences
This year, ITE HCMC presents a clearly defined theme: “Sustainable Tourism, Lively Experiences.” It is the combination of two factors that have been considered driving forces in the development of global tourism in recent years.

“Sustainable tourism” goes beyond mere slogans calling for environmental protection or resource preservation. This message reflects Vietnam’s commitment to developing tourism in a harmonious way – promoting economic growth while ensuring balance with cultural, ecological, and community values. Green tourism models, energy-saving solutions, as well as initiatives that engage local communities will be emphasized throughout the event.

Meanwhile, “lively experiences” affirm the unique appeal of Vietnam’s tourism. Beyond famous landscapes and cultural heritages, the country offers international visitors emotionally rich journeys: from enjoying coffee on a quiet street corner, joining traditional folk festivals, and exploring vibrant street food, to taking part in community-based eco tours. All these pieces will be showcased at the expo, ensuring that every step of the visitor’s journey becomes an impressive experience.

Scale and International Stature
Over the years, ITE HCMC has continuously expanded in scale and improved its organizational quality. In 2025, the event is expected to welcome more than 520 exhibitors, along with the participation of 240 high-level international buyers from over 30 countries and territories. Notably, these buyers are carefully selected from key markets such as Europe, North America, Northeast Asia, and ASEAN.

The event is also anticipated to attract over 28,000 visitors, including industry businesses, government agencies, research experts, and travel enthusiasts. With such a scale, ITE HCMC is not merely a trade fair, but rather a comprehensive picture of Vietnam’s tourism industry in relation to the world.

Remarkably, this year’s edition will generate more than 12,600 direct business meetings (B2B meetings), where Vietnamese tourism businesses can connect instantly with international partners, opening opportunities for signing contracts and establishing long-term cooperation agreements. This is the very core value that earned ITE HCMC the title of “Best Trade Exhibition in Asia” at the World MICE Awards 2024.

Notable Highlights
ITE HCMC 2025 is not only anticipated for its large scale but also for a series of fresh highlights in its organization.

First of all, this year’s opening ceremony will mark a special milestone as it will be held together with the Export Forum 2025 and the International Goods Supply Chain Connection program. This multi-sector combination expands the scope of business exchanges, turning the fair into a true “transit hub” where tourism, trade, services, and logistics intertwine and complement each other.

Another noteworthy highlight is the breakthrough in the exhibition format. Alongside traditional booths, the organizers will implement 2D online booths and a 3D Virtual Tour experience. This not only extends the presence of businesses but also enables international buyers to continue exploring, connecting, and conducting transactions throughout the year after the fair. With this solution, ITE HCMC 2025 ensures both direct engagement and an expanded digital space, in line with global digital transformation trends.

In addition to the exhibition activities, the fair will feature a series of forums, conferences, and in-depth seminars, where domestic and international experts will discuss pressing topics: sustainable tourism, green transition, technology applications, product innovation, and destination communication strategies. This is not only a platform for knowledge sharing but also a space to inspire new directions for the future of Vietnam’s tourism industry.

Cultural Experience Space – The Identity of Vietnam
One of the elements that creates the unique appeal of ITE HCMC is the way the event recreates the beauty of Vietnamese culture right within the exhibition space. This year, visitors will enjoy areas dedicated to handicraft experiences, where artisans will directly demonstrate techniques of pottery making, silk weaving, and traditional bamboo and rattan crafting.

In addition, the Vietnamese coffee space will offer international visitors the opportunity to savor distinctive flavors, from traditional drip coffee to modern innovations. Folk art performances, traditional musical instrument showcases, and water puppet shows will also create a vibrant and colorful picture, helping international friends experience the richness and dynamism of Vietnamese culture.

The combination of tourism product exhibitions and cultural experience spaces not only enhances the appeal for visitors but also affirms Vietnam’s promotional strategy: tourism is not just about traveling, but about experiencing and connecting.

Digitizing the Experience at ITE HCMC 2025
For the first time, the Ho Chi Minh City International Travel Expo (ITE HCMC 2025) will be held both in-person and online simultaneously on the Arobid digital exhibition platform, opening up a broader space for connection in Vietnam’s tourism industry. Arobid’s participation in digitizing this year’s exhibition marks a new step in applying technology to trade and tourism promotion, enabling businesses and international partners to connect, promote, and collaborate across borders 24/7 with just a few online actions.

In particular, participating units will be supported in setting up online booths alongside their physical booths at SECC, creating opportunities to reach global customers and partners without being limited by time or geographical distance. At the same time, international visitors can explore information, view images and videos introducing destinations, and directly connect on the platform, thereby increasing interaction and optimizing promotional effectiveness.

With the theme “Sustainable Tourism, Lively Experiences,” ITE HCMC 2025 promises to become not only a rendezvous point for the tourism industry but also proof of innovation and technology application in promotion and marketing, helping Vietnam’s tourism reach further on the international map.