Why is Malaysia "playing big" at the Ho Chi Minh City International Tourism Fair?

At the Ho Chi Minh City International Travel Expo (ITE HCMC) 2025, Malaysia attracted attention when investing in a 250m² booth, the largest in scale at the event. According to the booth representative, this decision demonstrates the effort to promote Visit Malaysia 2026 and affirms that Vietnam is one of the key markets of the Malaysian tourism industry.

Determined to attract 43 million international visitors, prioritizing Vietnam

ITE HCMC 2025 takes place from September 4 to 6 at the SECC Center (Tan My Ward, Ho Chi Minh City), gathering hundreds of booths from countries, territories and businesses in the industry. In particular, Malaysia makes its mark with a 250m² exhibition space, open design and rich experience.

This is not just a "launch" but also a strategic activity towards Visit Malaysia 2026 - a national campaign to attract 43 million international visitors and tourism revenue of more than RM283.8 billion.

Vì sao Malaysia — 250m² booth - the largest at this year's exhibition with open design and many experiences

Ms. Amirah Nadiah Mazlan, Director of the Malaysia Tourism Promotion Board in Ho Chi Minh City, emphasized: "The heavy investment in the booth at ITE HCMC is not only to introduce Malaysia's diverse tourism products but also to send the message: Vietnam is a key market in the ASEAN region, playing an important role in the 2026 target."

According to statistics, in the first 6 months of 2025, Malaysia welcomed nearly 170,000 Vietnamese visitors, while more than 266,000 Malaysian visitors came to Vietnam. This is the most vibrant exchange of visitors in ASEAN, contributing to bringing Vietnam into Malaysia's target market group.

In particular, the aviation network between the two countries currently has up to 164 direct flights per week, connecting major cities, creating favorable conditions for both resort tourism and MICE tourism (meetings, conferences, incentives, exhibitions).

“Geographical proximity, dense air connectivity and growing interest among Vietnamese tourists in high-end tourism products have made Vietnam an indispensable market in Malaysia’s expansion strategy,” said Ms. Amirah.

What 's in the largest booth at this year's exhibition?

Malaysia’s 250m² pavilion at ITE HCMC 2025 not only displays tourism information but also showcases the unique features of its multi-ethnic culture. Visitors can enjoy traditional dance performances, experience henna painting, watch artisans craft tin, participate in interactive games and receive unique souvenirs.

In addition, Malaysia introduced outstanding products such as the Malaysia My Second Home (MM2H) program for families, international education services with global qualifications and reasonable costs, as well as a series of attractive MICE incentive packages for groups of 50 - 499 people.

With the largest booth area at the fair, Malaysia wants to affirm its position as a diverse, safe and friendly destination, while demonstrating the spirit of hospitality. The Visit Malaysia 2026 campaign is expected to promote cooperation with airlines, travel companies, KOLs and Vietnamese bloggers, and organize roadshows and famtrips to promote widely.

The booths of Thailand and Cambodia tourism have smaller spaces but are beautiful, rich in identity and no less crowded with visitors.

PHOTO: LE NAM

"The large investment at ITE HCMC is Malaysia's long-term commitment to Vietnamese tourists and industry partners. We hope not only to welcome more Vietnamese tourists to Malaysia, but also to promote sustainable bilateral cooperation in the tourism sector," a representative of Tourism Malaysia affirmed.

Source: https://thanhnien.vn/vi-sao-malaysia-choi-lon-tai-hoi-cho-du-lich-quoc-te-tphcm-185250904161448507.htm