A LARGE-SCALE INTERNATIONAL COMMUNICATIONS CAMPAIGN
The Organizing Committee is implementing an integrated communications campaign before, during and after the Expo to promote ITE HCMC 2026 and Vietnam tourism across key international markets, while maximizing the media and promotional value for participating destinations and businesses.
A key component of the campaign is the International Media Programme, expected to welcome approximately 60 international media outlets, specialized trade publications, content creators, KOLs and digital media platforms from multiple countries, complemented by a comprehensive digital communications campaign across domestic and international channels.
Through this multi-platform communications network, ITE HCMC 2026 will amplify the visibility of Vietnam’s destinations, tourism brands and products, while creating greater opportunities for tourism trade promotion, international cooperation and destination marketing. The campaign will also contribute to strengthening the Expo’s profile and influence as a leading international tourism trade platform in the region.
“VIBRANT CONNECTIONS – GLOBAL DESTINATIONS”: FROM VISION TO ACTION
Commenting on the program of activities for the 20th edition of the Expo, Mr. Pham Huy Binh, Director of the Ho Chi Minh City Department of Tourism, said:
“The 20th anniversary of ITE HCMC 2026 is not simply a milestone in time; it also reflects the Expo’s growing maturity in terms of scale, quality and standing. Over the three days of the event, Ho Chi Minh City is honored to host the Tourism Ministers’ Meetings of Mekong subregional cooperation frameworks, while also bringing together a series of thematic forums addressing the trends shaping the future of tourism, including artificial intelligence (AI), destination brand management, medical tourism and tourism technology startups.
In implementing the direction of the Ho Chi Minh City People’s Committee to strengthen the mobilization of social resources for the city’s events, the Department of Tourism has taken a leading role in proactively coordinating and mobilizing strategic support from airlines, businesses and organizations both domestically and internationally. The commitment of our partners has contributed additional resources for transportation, accommodation, destination familiarization tours and the organization of professional programs, thereby enhancing the overall quality of ITE HCMC and further demonstrating the effectiveness of the public-private partnership model in advancing tourism development. This is also a practical solution contributing to the city’s goal of achieving double-digit economic growth in the coming period.
We are also committed to bringing the Expo closer to the public. A tourism promotion event can only be truly meaningful when the value it creates reaches the wider community – from business and partnership opportunities for the industry to cultural experiences, travel incentives and special offers for residents and visitors. This is also how we are building a “Global Destination”: a destination that is not only recognized by international friends, but also one that its people can take pride in, actively participate in and benefit from the growth of tourism.”
