Potential for tourism cooperation between Vietnam and Italy to take off

On May 6, in Milan, Northern Italy, the Vietnam National Administration of Tourism coordinated with Vietnam Airlines, the Tourism Development Support Fund, the Hanoi Department of Tourism and Saigontourist Group to organize the Vietnam-Italy Tourism Promotion Program to contribute to promoting tourism cooperation between the two countries.

Speaking at the event, Director of the Vietnam National Administration of Tourism Nguyen Trung Khanh emphasized that Vietnam identifies Italy as one of the key markets in Europe.

Italian tourists are famous for their refined aesthetic taste, deep understanding of culture, art and history; for their passion for discovering original values ​​and for the sophistication of their experiences.

Vietnam, proud of its diverse tourism ecosystem, rich heritage recognized by the United Nations Educational, Scientific and Cultural Organization (UNESCO), majestic nature, rich cuisine and a culture imbued with identity, fully meets that sophisticated need.

According to Mr. Nguyen Trung Khanh, enhancing air connectivity, exchanging business delegations and developing suitable products are key factors to promote two-way tourism between Vietnam and Italy.

In particular, Vietnam Airlines' official launch of the Hanoi-Milan direct flight from July 1 is an important step forward, opening up favorable opportunities for direct connection between two cultures and two potential tourism markets.

He is committed to always accompanying and creating the most favorable conditions for Italian partners in the process of product development, designing and building attractive itineraries to introduce a dynamic, hospitable Vietnam with diverse cultural identities and unique experiences - from heritage to nature, from cuisine to local lifestyle.

For his part, Vietnamese Ambassador to Italy Duong Hai Hung said that the Vietnam-Italy Tourism Promotion Program 2025 in Milan, following the 2024 Tourism Roadshow also in Milan, is a testament to Vietnam's strong commitment to the Italian market and to strengthening two-way tourism relations in a practical and long-term way.

The Ambassador hopes that today's program will spark new ideas, partnerships and exchanges, contributing to the strong development of Vietnam-Italy tourism relations.

Vietnamese Ambassador to Italy Duong Hai Hung (center) and delegates attending the event. (Photo: Duong Hoa/VNA)

In his speech, Lombardy Secretary of State Raffaele Cattaneo affirmed that Lombardy has been strengthening its relationship with Vietnam from all angles. According to him, tourism is certainly a sector with the potential to “take off.”

Lombardy is proud to be chosen as the starting point for Vietnam Airlines' direct flights connecting the two countries from July 1, a solid bridge, bringing people, culture and cooperation opportunities between the two countries closer together.

Mr. Cattaneo was also very impressed with the recovery of Vietnam's tourism, affirming that Vietnam is a new and attractive destination for Italian tourists.

Figures for 2024 show that 89,000 Italian tourists visited Vietnam, up 56% compared to 2023. In the three months of 2025, the number of Italian tourists reached 32,000, up 29% compared to the same period last year.

At the event, attendees were informed about and updated on Vietnam tourism policies, introduced to the unique destinations of Hanoi, as well as products and services of Vietnam Airlines and Saigontourist.

In the Vietnam-Italy Cultural Exchange section, everyone was immersed in the performance of the “Ngoc Phuong Dong” ao dai collection designed specifically for the program, a work of art, showing the harmonious combination between tradition and modernity, between Vietnamese and world culture.

A special art performance to celebrate the announcement of the new Hanoi-Milan flight route, with performances by Italian artists, harmoniously combining the cultural beauty of the two countries.

Italian and international friends were also particularly impressed with the art program "Van Dam Giao Thoa," a musical journey from the South to the North, ending in the capital Hanoi, demonstrating the diversity and richness of Vietnamese culture.

Speaking to a Vietnam News Agency reporter in Italy, Director Nguyen Trung Khanh highlighted the time when the Vietnam-Italy tourism promotion program was organized before the new Hanoi-Milan flight route was officially launched.

He said: “We assess that the Italian market has grown very strongly in recent times, especially since Vietnam had a new visa policy.

Ao dai performance at the program. (Photo: Duong Hoa/VNA)

This is a very potential market, with high spending customers, long-term stays, and a high demand for cultural, historical, and natural experiences, along with high service quality requirements.

We will have unique product programs to promote the Italian market in particular and Europe in general, emphasizing the Hue National Tourism Year 2025 so that Italian tourists know more about Vietnam and are ready to travel to Vietnam in the near future."

Meanwhile, Milan City Tourism Advisor Stefano Bucello shared that for Milan, it is truly a joy to cooperate with the country and people of Vietnam.

He assessed that tourism activities and exchanges between Italian and Vietnamese people have recovered after the COVID-19 pandemic, especially with the Vietnam-Italy Tourism Promotion Program this year, as well as in 2024.

He said that the program was organized very solemnly, meticulously and effectively, contributing to strengthening tourism cooperation between the two countries, especially when Vietnam Airlines' direct flight from Milan to Hanoi is about to be launched, making exchanges between the two countries simpler, more beneficial and easier.

He expressed his hope that Vietnam and Italy, as well as Milan and Hanoi, will have more effective cooperation.

The Vietnam-Italy tourism promotion program is part of the Vietnam-Europe tourism promotion program, which also includes Switzerland and France.

The program will contribute to promoting tourism exchange to develop more strongly, achieve more outstanding achievements in the future and deepen the long-term friendship between Vietnam and Italy./.

(Vietnam News Agency/Vietnam+)

Source: https://www.vietnamplus.vn/tiem-nang-cat-canh-cua-hop-tac-du-lich-giua-hai-dat-nuoc-viet-nam-va-italy-post1037122.vnp