ITE HCMC 2026: TAT Boosts Thai Tourism Growth in Vietnam
The Tourism Authority of Thailand showcases the Thailand Pavilion at ITE HCMC 2026 in Ho Chi Minh City from August 27-29, targeting high-potential Vietnamese travellers.
Stock photo for illustration only, not from the actual event
- TAT participates in ITE HCMC 2026 at the Saigon Exhibition and Convention Center from August 27-29, 2026
- Features a 54-square-metre Thailand Pavilion inspired by Bangkok's Song Wat neighbourhood
- Airlines plan to operate 14,437 direct flights between Thailand and Vietnam in 2026, up 7%
The Tourism Authority of Thailand (TAT) is actively strengthening its footprint in the Vietnamese market at the International Travel Expo Ho Chi Minh City 2026 (ITE HCMC 2026), running from August 27 to 29 at the Saigon Exhibition and Convention Center (SECC). Through business matching, consumer engagement, and the Thailand Pavilion, TAT connects Thai tourism operators with regional partners while introducing fresh travel experiences to Vietnam's high-potential and experience-driven demographic.
Ms. Thapanee Kiatphaibool, TAT Governor, stated that ITE HCMC provides an essential platform to directly link Thai tourism businesses with partners and travellers in one of the key short-haul markets. Vietnam's young and expanding demographic, combined with improving air access, creates robust potential for higher-value travel segments encompassing culture, wellness, sports, and major events.
Stock photo for illustration only, not from the actual event
Marking its 20th edition, ITE HCMC is widely recognized as Vietnam's premier international tourism trade fair and a vital business-matching platform for the Lower Mekong Region. Operating under the theme "Vibrant Connections – Global Destinations," the 2026 trade fair serves as a crucial hub for fostering intra-ASEAN travel partnerships and high-level tourism dialogue.
At the core of TAT's presence is a 54-square-metre Thailand Pavilion designed under the concept "New Thailand: Modern Thai Market." Drawing inspiration from Bangkok's historic Song Wat district, the pavilion blends heritage character with contemporary creative culture to exhibit diverse Thai lifestyle products and tourism experiences tailored to Vietnamese visitors.
Air connectivity continues to expand in tandem with airline partnerships. Seven carriers are projected to operate 14,437 direct flights between the two countries in 2026, marking a 7 percent increase. Furthermore, flight bookings from Vietnam for the June-to-August period rose by 14.1 percent, reflecting steady momentum and strong forward booking demand for the remainder of the year.
"We are presenting a more diverse Thailand through culture, wellness, sport, major events and emerging destinations."
Ms. Thapanee Kiatphaibool
Source: TAT Newsroom
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