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| Hue's tourism sector joins Quang Tri and Danang in promoting tourism at the joint stall. Photo: Nguyen Tuan |
Under the theme “Vibrant Connections - Global Destinations”, ITE HCMC 2026 aims to build a borderless tourism ecosystem by combining digital technology and artificial intelligence with heritage values and cultural identity.
ITE HCMC 2026 brings together more than 500 exhibitors and tourism brands from over 35 countries and territories, with more than 20,000 B2B appointments expected to be held during the event.
Taking part in the event, Hue's tourism sector is working with Quang Tri and Danang to strengthen tourism promotion and introduce tourism products and services, as well as major programmes and events taking place as part of Hue Festival 2026, to domestic and international tourism agencies and businesses.
Through the event, the tourism sector is stepping up efforts to promote Hue as “Hue - Vietnam's Signature Festival City”, “Hue - Culinary Capital”, “Hue - Ao Dai Capital” and “Hue - Ancient Capital, New Experiences”. It will also continue introducing Hue's distinctive destinations, tourism products and services, new tours and itineraries, and tourism stimulus programmes for 2026 to a wide audience of domestic and international visitors, particularly residents and tourists in Ho Chi Minh City and southern provinces and cities.
The expo also provides tourism businesses in Hue with an opportunity to connect and exchange with tourism businesses and travel agencies from southern Vietnam, introduce and offer their tourism products and services, sign cooperation agreements, and explore opportunities to develop new markets.