admin Strategic Partnerships and Innovative Offerings Elevate City’s Appeal
Ho Chi Minh City has reinforced its ambition to become a leading Meetings, Incentives, Conferences, and Exhibitions (MICE) destination, following its prominent participation in IMEX Frankfurt 2025. From May 20 to 22, the city’s Department of Tourism, in collaboration with Vietnam Airlines and a delegation of top Vietnamese travel enterprises, showcased its growing capabilities at Booth B325, a 72-square-metre pavilion at the international trade show.
The initiative reflects a strategic push to position the city as a competitive player in the global meeting industry. Through curated presentations and themed sessions, the delegation introduced innovative inter-regional tour packages designed to appeal to international event organisers. These packages combine cultural immersion and leisure with business travel, aligning with evolving MICE preferences for hybrid travel experiences. The pavilion also spotlighted investment opportunities, underlining the city’s supportive infrastructure, economic development, and favourable policy environment for foreign businesses.
Expanding Influence in German-Speaking Markets
In parallel with the exhibition, the Ho Chi Minh City delegation held targeted meetings with major travel companies in Frankfurt and Munich. These engagements culminated in a business networking event in Munich on May 23, aimed at deepening ties with key players in Germany, Austria, and Switzerland—markets known for their purchasing power and interest in high-quality Southeast Asian travel experiences.
This outreach forms part of a broader international marketing strategy to promote Ho Chi Minh City as not only a gateway to Vietnam but also a prime destination for international conferences and incentive travel. The city’s efforts are closely aligned with Vietnam’s national tourism goals and seek to attract quality buyers for the upcoming International Travel Expo HCMC 2025.
By leveraging global platforms like IMEX Frankfurt, Ho Chi Minh City continues to strengthen its position as a dynamic, business-ready destination. Its approach combines modern infrastructure, strategic collaboration, and innovation to drive business tourism growth and long-term international partnerships.
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