According to the Organizing Committee, ITB Berlin 2026 gathers about 6,000 exhibitors from more than 160 countries and territories. This year also marks the 60th anniversary of the fair's formation and development.
The Vietnamese delegation participating in this year's fair has more than 20 businesses concentrated at the Vietnamese booth, gathered and organized by the Vietnam Tourism Association in Europe (VNCT), in a total of nearly 50 international tourism and travel businesses, hotels, and tourism services.
Sharing at the event, Mr. Tony Dung - Director of Asiana Travel, and also a member of the Board of Directors of the Vietnam Tourism Association in Europe (VNCT) - said: "Despite geopolitical tensions and global economic instability, ITB Berlin continues to affirm its role as an important connecting platform for the world tourism industry. The large participation of Vietnamese businesses shows the proactiveness and determination to expand the international market, especially in Europe.
Speaking at the event, Ms. Le Thi Diem Hang - Vice President cum General Secretary of the Vietnam Tourism Association in Europe (VNCT) - emphasized, "Europe has always been a strategic market for Vietnamese tourism", not only in terms of the number of visitors but also in terms of high spending, long stays and sustainable tourism trends. According to her, Vietnam is aiming to build the image of a multi-experience, safe, sustainable and culturally rich destination, with businesses specializing in each market that truly meets the diverse needs of European tourists.
Right on the opening day, the Vietnamese booth attracted a large number of visitors, tour operators and international partners to learn about, exchange cooperation and business connections. The presence of nearly 50 businesses shows the strong efforts of the Vietnamese tourism business community in expanding the European market - a region assessed as having high tourism spending and increasingly diverse experience needs.
Born in 1966 with an initial scale of only 9 exhibitors from 5 countries and about 250 visitors, ITB Berlin has developed into the world's largest tourism trade fair, playing an important role in promoting connectivity, innovation and cooperation in the global tourism industry.
With the message "60 Years of Legacy", ITB Berlin 2026 continues to affirm the six-decade journey of development of an international connection platform, where businesses and tourism organizations from around the world meet, establish partnerships and shape the future of the tourism industry.
