The programme is being held as part of efforts to strengthen international integration, expand the international tourist market and step up destination promotion and marketing overseas.
The programme brings together representatives from management agencies, tourism associations, airlines, travel companies, media organisations and partners from Viet Nam and Australia, creating a platform that combines destination promotion with business networking and cooperation.
The programme not only provides an opportunity to bring new products, experiences and stories from Viet Nam and Ho Chi Minh City closer to the Australian market, but also creates opportunities for businesses from the two countries to meet directly, explore market demand and develop new business connections.
At the programme, Ho Chi Minh City is showcasing the destination’s new profile and development potential following its administrative expansion, along with an increasingly diverse tourism product ecosystem, policies supporting MICE tourism development, visa policies and a range of major tourism events.
The promotional space in Sydney has been designed to enhance visitors’ experience and interaction with the destination, combining cultural and artistic performances, an interactive tourism map, publications, gifts and promotional materials.
Alongside destination promotion, business-to-business (B2B) networking activities are creating a platform for direct business exchanges between tourism companies from Viet Nam and Australia.
The participating businesses have the opportunity to introduce their products, discuss market demand, seek partners and explore new avenues for cooperation. The combination of destination promotion and business networking is expected to bring the market’s potential closer to tangible business opportunities, thereby expanding access to potential tourist segments from Australia and laying the foundation for long-term cooperation between the two sides.
As part of the programme, the Ho Chi Minh City Department of Tourism signed memoranda of understanding on cooperation with the Australian Tourism Industry Association (ATIA), Luxury Escapes and Intrepid Travel.
The agreements aim to strengthen coordination in destination promotion, market connectivity and product development, while promoting tourist exchanges, thereby laying the foundation for practical and long-term cooperation programmes between Ho Chi Minh City and tourism partners in Australia.
Through the series of promotional activities, Ho Chi Minh City is gradually expanding its presence and enhancing the destination’s standing in the Australian market, bringing the city’s new tourism products, experiences and values to a wider range of visitors, businesses and distribution networks in this key market.
