VIETNAM: VITM 2026 Goes All-In on B2B – 400 International Buyers Expected

HANOI – The Vietnam International Travel Mart (VITM 2026) opened today (April 9) at ICE Hanoi with a strategic pivot that industry watchers have been waiting for : a dedicated B2B-only day before the public gets access .

What changed: Previous editions were primarily discount-driven domestic sales events. This year, April 9 is reserved exclusively for business matching between nearly 200 international travel buyers (from Northeast Asia, Southeast Asia, and other key markets) and over 200 Vietnamese tour operators, DMCs, and hotels .

Why it matters for your B2B desk: Vietnam’s tourism association chairman Vu The Binh confirmed that inbound tourism is now the priority – not just selling cheap packages to locals. The event also features an AI and digital transformation exhibition space , signaling that Vietnamese suppliers are finally investing in tech that international partners actually need (API connectivity, dynamic packaging, automated contracting) .

Numbers to watch:

• 450+ booths from 15 countries/territories and 34 Vietnamese provinces
• 350–400 total buyers across the B2B sessions
• 80,000 public visitors expected April 10–12

If you’re sourcing Vietnam product for 2027, this is where the new partnership deals are being signed this week.

B2B Strategy

Asia’s B2B events are no longer domestic discount fairs. VITM’s structural pivot proves that. If you’re not attending these shows with a real procurement mandate, your competitors are.