Event

ITB Berlin is a global-scale travel trade event that brings together thousands of tourism enterprises, destination marketing organizations, airlines, hotel groups, travel agencies, and tourism service providers from more than 180 countries and territories. The event is widely regarded as a key platform for networking, trade promotion, trend insights, and shaping strategic directions for the global tourism industry.

Building on the effectiveness of the strategic partnership between aviation and tourism in international promotion programs over recent years, Saigontourist Group and Vietnam Airlines continue to co-organize a joint booth at ITB Berlin 2026. The booth will showcase Saigontourist Group’s diverse ecosystem of products and services across hospitality, cuisine, travel services, entertainment, and training, while also promoting Vietnam as a destination in general and Ho Chi Minh City in particular to international partners and visitors.

This year’s participation includes representatives from the leadership team as well as business and marketing specialists of Saigontourist Group, together with Saigontourist Travel Service Company, Vietnam’s leading travel company and a member of Saigontourist Group. Within the framework of the trade fair, Saigontourist Group is conducting a range of activities including meetings and working sessions with international partners, business networking, organizing trade exchange programs at the booth, and promoting distinctive tourism products, premium offerings, and tour programs tailored for the European market.

Sharing the significance of participating in ITB Berlin 2026, Ms. Nguyen Thi Anh Hoa, Chairwoman of Saigontourist Group, emphasized:
“ITB Berlin is one of the most important global tourism promotion forums. Saigontourist Group’s continued presence and co-organization of a booth at this event not only demonstrates the role and position of a leading tourism brand in Vietnam, but also actively contributes to promoting Vietnam as a destination to the international business community and travelers.”

According to Ms. Nguyen Thi Anh Hoa, German-speaking markets and the broader European market have always been an important segment, characterized by high spending and strong expectations for service quality. Through ITB Berlin 2026, Saigontourist Group aims to strengthen cooperation with strategic partners, expand visitor sources, and contribute to promoting two-way tourism growth between Vietnam and Germany, as well as Vietnam and Europe, in the new development phase.

Germany and other German-speaking countries are among the key international markets for Vietnam’s tourism industry as well as for Saigontourist Group. Each year, the group’s network of hotels, resorts, convention and event centers, along with Saigontourist Travel Service Company, welcomes and serves a large number of visitors from these markets, particularly in the premium segment, long-stay leisure travelers, and business travelers. Conversely, Saigontourist Travel Service Company also organizes tens of thousands of Vietnamese travelers visiting and touring Europe each year.

Continued participation in ITB Berlin 2026 reflects Saigontourist Group’s consistent strategy to strengthen international tourism promotion, support the recovery and development of inbound markets, enhance strategic cooperation with global partners, and reaffirm its position as a leading tourism brand in Vietnam in the process of international integration. At the same time, it contributes to advancing tourism as a key economic sector of Ho Chi Minh City and Vietnam as a whole, in a sustainable, effective manner that is closely linked with community benefits.
 

The joint participation and partnership program at ITB Berlin 2026 is one of the key collaborative activities between Saigontourist Group and Vietnam Airlines, continuing a series of international initiatives previously implemented by the two organizations. The objective is to further promote the image of Vietnam’s tourism to the international community, thereby contributing to the development of tourism in Ho Chi Minh City and Vietnam as a whole.

Notably, the two sides have co-organized a number of major tourism promotion programs in the United States (May 2022) and Europe (Munich, Germany, October 2024; Italy, Kazakhstan, and Russia, May 2025; Denmark, November 2025). They have also jointly implemented destination promotion programs for Vietnam in China (Beijing, April 2024), Japan (Tokyo and Osaka, July 2023), and Cambodia (Phnom Penh, July 2024); as well as the Vietnam–Malaysia bilateral tourism development cooperation program (November 2024), promotional activities in Indonesia and Singapore (March 2025), and the Vietnam–Laos Investment Promotion Conference (December 2025).