Vietnam at ATF TRAVEX 2026: A Nation on the Move
At ATF TRAVEX 2026, Vietnam did not simply promote a destination, it projected momentum. Standing before regional buyers and international media, Mr. Nguyen Quy Phuong, Head of the International Relations and Tourism Promotion Division at the Viet Nam National Authority of Tourism, delivered a message that was both pragmatic and ambitious:
Vietnam is upgrading, expanding and reimagining its tourism ecosystem at every level.
The message was clear. Infrastructure is no longer a supporting element of Vietnam’s tourism strategy, it is becoming its backbone.
A New Generation of Connectivity
Across the country, airports are rising, terminals are expanding, and long-term transport visions are taking shape. South of Ho Chi Minh City, Long Thanh International Airport is steadily progressing toward operation, set to redefine southern Vietnam’s international connectivity.
In the north, developments around Hanoi include airport expansion projects and new construction designed to accommodate growing passenger flows. Phu Quoc International Airport is also undergoing upgrades, reinforcing the island’s role as a high-end leisure and events hub.
Parallel to aviation, Vietnam is envisioning a transformative North–South high-speed railway, a strategic mobility corridor that would reshape domestic travel and tourism flows along the country’s elongated coastline. Even the century-old railway system is being repositioned as a tourism asset, offering curated journeys that combine heritage, landscape and culture in a single experience.
The message resonates beyond logistics: Vietnam is building the foundations of a more accessible, more competitive and more resilient tourism future.
Elevating MICE to Global Standards
MICE tourism occupies a central place in this transformation. From the capital Hanoi to the coastal dynamism of Da Nang and the resort appeal of Nha Trang, Vietnam is strengthening its capacity to host world-class conferences, incentives and exhibitions.
Luxury hotels, integrated resorts and large-scale convention facilities are being aligned with new infrastructure developments, ensuring that accessibility meets hospitality excellence. The preparation of major venues in anticipation of future APEC-related events further underscores Vietnam’s ambition to be more than a participant in global dialogue, but a host.
Culture, Highlands and New Narratives
Yet the Vietnamese story at TRAVEX was not confined to concrete and steel. It extended to landscapes, traditions and evolving provincial identities.
Under the Visit Vietnam 2026 programme, attention is turning to emerging territories such as Gia Lai in the Central Highlands, where mountains meet fertile plains and where ethnic cultures, festivals and ecosystems coexist in striking diversity. Here, coffee festivals celebrate one of Vietnam’s most iconic exports, while cultural events and international competitions enrich the tourism calendar.
The country’s administrative restructuring, reducing and merging provinces for greater efficiency, is also shaping new destination narratives, integrating coastal and highland experiences into cohesive tourism offerings. Vietnam is positioning itself as a land where visitors can move seamlessly from sea to summit, from heritage streets to modern entertainment complexes.
Beyond Ordinary, Toward Quality
Vietnam’s presence at ATF TRAVEX 2026 reflected a shift in tone. The focus is no longer purely on arrivals or volume. Instead, the emphasis is on quality tourism, supported by upgraded infrastructure, diversified products and strengthened MICE capabilities.
Theme parks enhanced with new technologies, revitalised rail experiences, modern airports and world-class hotels all point in one direction: a destination evolving with intent.
As Mr. Nguyen Quy Phuong concluded his presentation with a simple invitation See you in Vietnam” it carried more than promotional warmth. It signalled confidence. Vietnam is not merely welcoming visitors; it is preparing for the future of travel in Southeast Asia.
And at TRAVEX 2026, that future already felt underway.
