Vietnam will promote its national tourism brand at the ASEAN Tourism Forum (ATF) 2026 and ASEAN Travel Exchange (TRAVEX) in Cebu, aiming to attract 25 million international visitors in 2026. The events will highlight Vietnam’s unique offerings, focusing on coastal tourism, culture, and niche markets, showcasing its recovery and growth in tourism.
Vietnam will strengthen promotion of its national tourism brand at the ASEAN Tourism Forum (ATF) 2026 and the ASEAN Travel Exchange (TRAVEX), scheduled to take place from January 28 to 30 in Cebu, the Philippines, as part of its strategy to attract 25 million international visitors in 2026.
A delegation from the Vietnam National Authority of Tourism under the Ministry of Culture, Sports and Tourism will participate in the events, which represent the largest annual tourism gatherings within the ASEAN cooperation framework.
Held under the theme “Navigating Our Future, Together,” ATF 2026 will feature a series of high-level meetings, including the ASEAN Tourism Ministers’ Meeting, dialogues with partner countries such as China, the Republic of Korea, India and Russia, meetings among ASEAN national tourism organisations, the ASEAN Tourism Awards, and a range of sideline activities.
Within the forum, TRAVEX will continue to serve as a central platform for business exchange, attracting international buyers, tourism enterprises and industry partners. Vietnam will present its national tourism brand, “Vietnam – Timeless Charm,” highlighting destinations and products tailored to ASEAN markets and other key source regions.
Promotional efforts will prioritise coastal and island tourism, cultural and nature-based travel, and urban tourism, alongside high-value niche segments such as golf, medical and wellness tourism, and MICE. The Vietnam pavilion will also spotlight Visit Vietnam Year – Gia Lai 2026 as a featured national initiative.
Vietnam’s tourism sector recorded strong performance in 2025, welcoming nearly 21.2 million international visitors. Asia remained the largest source market, accounting for 78.6% of arrivals, with Southeast Asian countries and major Asian markets continuing to show robust growth.
Vietnam’s participation in ATF 2026 and TRAVEX underscores the country’s transition from post-pandemic recovery to a phase of sustained growth, enhanced competitiveness and long-term sustainable tourism development as it works toward its 2026 targets.
Australian Hospitality Alumni Network Vietnam 