HANOI/CEBU – Vietnam will step onto one of Southeast Asia’s most prominent tourism stages later this month as it promotes its national brand at the ASEAN Tourism Forum (ATF) 2026 and the accompanying TRAVEX travel trade exhibition, scheduled for Jan. 28–30 in Cebu, the Philippines.
A delegation led by the Vietnam National Authority of Tourism, under the Ministry of Culture, Sports and Tourism, will use the forum to court regional partners and international buyers as Vietnam works toward an ambitious goal: welcoming 25 million international visitors in 2026.
ATF, held this year under the theme “Navigating Our Tourism Future, Together,” is the largest annual tourism cooperation event in ASEAN, bringing together ministers, policymakers and industry leaders for high-level meetings, awards ceremonies and press briefings. Within it, TRAVEX functions as the region’s primary marketplace, connecting national tourism bodies and businesses with buyers from Asia, Europe and beyond.
Branding, Products and a Push for Diversification
At its national pavilion, Vietnam will highlight the long-running brand “Vietnam – Timeless Charm,” while tailoring its pitch to ASEAN markets and key long-haul destinations. Officials say the showcase will emphasize a broad mix of offerings: beach and island travel, culture and heritage, nature-based and urban tourism, as well as fast-growing niche segments such as golf, medical and wellness tourism, and MICE travel.
Special attention will be given to promoting the National Tourism Year – Gia Lai 2026, which authorities see as a way to steer visitors beyond traditional coastal and metropolitan hubs.
In public statements ahead of the forum, VNAT officials described the strategy as a shift from post-pandemic recovery to “quality growth,” with a focus on sustainability, competitiveness and higher-value tourism products.
Strong Momentum — and Stiffer Competition
Vietnam enters ATF with momentum. In 2025, the country welcomed nearly 21.2 million international visitors, according to government data, with Asia accounting for almost four-fifths of arrivals. Southeast Asian neighbors and major markets such as China and South Korea led the rebound, alongside steady gains from intra-ASEAN travel.
Regional analysts say Vietnam’s performance mirrors a broader Southeast Asian recovery but note that competition is intensifying as countries race to restore air links, ease visa rules and differentiate their tourism brands. “The next phase is not just about numbers,” said one Bangkok-based tourism consultant, “but about how destinations manage growth and spread its benefits.”
International travel buyers attending TRAVEX echoed that view, pointing to rising demand for experiential, wellness and business travel — areas Vietnam is now explicitly targeting.
Tourism as an Economic Bright Spot
For Hanoi, tourism has become a rare bright spot in an uneven global economy. Government planners have identified the sector as a key driver of jobs, foreign exchange and regional development, particularly in less-visited provinces.
By taking its message to ATF and TRAVEX, Vietnamese officials hope to reinforce partnerships within ASEAN while signaling to global markets that the country is ready to compete not just on price or volume, but on experience and sustainability — a pitch they believe is essential to reaching the 25-million-visitor mark in 2026.
Photo: AT/hz