VITM 2026 welcomes more than 90,000 visitors, reflecting new tourism trends

Revenue exceeds 195 billion VND

On the afternoon of April 12, the Vietnam International Travel Mart (VITM) 2026 officially closed after 4 exciting days. Recognizing the results of the fair, Mr. Nguyen Hong Hai - Vice Chairman of the Vietnam Tourism Association said that the fair welcomed more than 90,000 visitors to visit, experience and shop.

Mr. Hai emphasized: "VITM 2026 continues to affirm itself as a leading tourism promotion event of Vietnam Tourism and an annual festival of Vietnamese tourism businesses".

This year's event gathered nearly 4,500 domestic and foreign businesses, creating more than 25,000 meetings, connecting cooperation and introducing about 15,000 tours and preferential tourism products.

According to a quick survey of units participating in the fair, sales revenue of tourism products reached over 195 billion VND. 95% of businesses achieved their goals when participating in the fair, of which 8.2% exceeded the expected target; over 92% were satisfied with the activities at the Fair.

Customers are not just "hunting" for cheap tours

Real-world records show that, although the international context is still volatile, the number of visitors to the fair is still very large. Products that are of great interest include outbound tours with preferential prices and air ticket - hotel combo to sea tourist destinations such as Da Nang, Phu Quoc, Nha Trang, Quy Nhon, contributing to promoting revenue for the entire event.

Mr. Pham Van Bay - Director of Vietravel Retail Center in the North - said that the unit recorded about 1,800 registered customers, achieving revenue of more than 30 billion VND. He said that outbound customers accounted for 55%, domestic customers 45%, of which sea tourism comboes by air were of great interest thanks to incentives of up to 20%.

Vietravel booth also has many activities attracting many visitors such as Photobooth AI taking photos to instantly check-in at foreign tourist destinations, Teamlap digital painting, cycling on green bicycles to enjoy fruit smoothies. Cooperation activities with the Tourism Administrations of Thailand, Korea, and Singapore such as enjoying mango tarts, making shell paintings, making wreaths... are also of interest to many tourists," Mr. Bay said.

High-end resort products at 5-star resorts also recorded a stable number of customers, mainly going in small groups, showing that the demand for high-quality experiences is increasingly clear.

Mr. Bui Thanh Tu - Marketing Director of BestPrice Travel informed that thousands of visitors visited and consulted directly at the booth. The proportion of customers interested in personalized products and "No Shopping" tours accounted for more than 60%. Booking and on-site deposits doubled compared to the previous VITM period with revenue increasing by about 1.2 times.

Notably, customer behavior shows a clear shift: no longer prioritizing cheap tours but switching to choosing tours that meet needs - worthy experiences," Mr. Tu said.

Throughout the fair, the outbound market continues to be one of the bright spots for Vietluxtour. Short-day Asian tours still account for a large proportion thanks to their suitability for the 4-6 day travel trend, with revenue increasing by about 15% compared to the previous year.

In the domestic market, the demand focuses on sea tourism - resorts; cultural - historical tourism; green tourism - experiences. Notably, the trend of free & easy and small group travel accounts for about 15%, showing that customers are increasingly prioritizing flexibility and personalizing trips," Ms. Tran Thi Bao Thu - Marketing & Communications Director of Vietluxtour, shared.

Meanwhile, Flamingo Redtours booth welcomes more than 1000 visitors to visit and learn about tour information. Instead of choosing long-distance and long-day routes as before, customers prioritize nearby routes to optimize costs. Customers focus on domestic tourist routes, self-driving, or booking trains and buses, choosing resorts with synchronous services.

The demand for foreign tourism, especially long-distance routes, has decreased. Tourists choose nearby destinations in Southeast Asia such as Thailand, Singapore, Malaysia; and Northeast Asia such as China, South Korea, Japan...

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