Finding solutions to promote the Exhibition industry - a new driving force of the cultural industry

On the first day alone, the National Achievements Exhibition (Dong Anh, Hanoi ) attracted more than 230,000 visitors, a record number showing the strong appeal of the exhibition as well as the public's special interest in the event.

On August 29, the workshop “Vietnam - Destination for the future of Asian exhibitions” was held to find a direction for the Vietnamese exhibition industry to make a breakthrough in the new period.

New impetus for growth

Speaking at the workshop, Deputy Minister of Culture, Sports and Tourism Ho An Phong said that the exhibition and fair industry has become one of the important driving forces for economic growth, cultural exchange and international cooperation. This is a field that directly connects businesses, markets and consumers, and is also a bridge between knowledge, technology and creativity.

Art performance program at the Workshop. (Photo: PV/Vietnam+)

According to Deputy Minister Ho An Phong, for Vietnam, the exhibition industry not only has the main task of connecting trade, but is also closely linked to the development of cultural industries, entertainment industries, and tourism . Exhibition events are also a space to spread cultural identity, inspire creativity, and thereby expand investment cooperation.

Over the years, the Party and State of Vietnam have always attached importance to the role of the private sector in socio-economic development. The National Assembly and the Government of Vietnam have issued many policies to create a favorable environment for businesses, including the exhibition and event organization sector.

At the workshop, Deputy Minister Ho An Phong emphasized that in the coming period, the Ministry of Culture, Sports and Tourism will continue to accompany businesses to implement a number of major orientations in the exhibition industry.

Deputy Minister of Culture, Sports and Tourism Ho An Phong. (Photo: PV/Vietnam+)

Specifically, developing the exhibition industry associated with the cultural and entertainment industry ecosystem, turning exhibitions into a place where creativity, art, technology and commerce converge.

The Deputy Minister also emphasized the promotion of tourism through large-scale international tourism fairs, integrating exhibition events with promoting the image of the country and people of Vietnam, thereby attracting international tourists and expanding the market.

In addition, developing modern, continental-scale exhibition centers such as the Vietnam Exhibition Center (VEC), capable of hosting international-scale events, and possessing a supporting service infrastructure system, especially in the field of MICE tourism, is considered a strategic direction to improve quality, increase value and affirm the Vietnamese tourism brand on the world map.

Expectations for Asia's New Destination

At the Workshop, many delegates expressed their expectations for the exhibition and fair industry in Vietnam in the coming years.

Mr. Vu Ba Phu, Director of the Trade Promotion Agency (Ministry of Industry and Trade) emphasized that trade fairs and exhibitions are direct and effective bridges between businesses and between businesses and customers. This is also the form of trade promotion that has the fastest and most sustainable spread.

“The exhibition and related service industries are very important. If we gather them and organize them in Vietnam, it will also increase the value of related service industries such as tourism and hotels,” said Mr. Vu Ba Phu.

khong-gian-ha-noi-tai-trien-lam-80-nam-thanh-tuu-dat-nuoc3.jpg — Visitors to Hanoi Space at the Exhibition. (Photo: Contributor/Vietnam+)

According to Ms. Pham Thai Ha, CEO of Vietnam Exhibition Center, this place is not only an event infrastructure, but also a door to bring Vietnam to the world: “If Vietnam is considered a market that is opening up many new opportunities, then VEC is the door to enter that market. VEC is a two-way bridge: Connecting Vietnam to the world and bringing the world closer to Vietnam.”

Since its inauguration, VEC has made a splash by organizing the National Achievements Exhibition with the theme “80 years of the journey of Independence-Freedom-Happiness.”

Ms. Pham Thai Ha said that on the opening day of August 28, the attraction of the event exceeded expectations. Instead of opening at 1pm as planned, the Organizing Committee was forced to welcome visitors early in the morning because of the large number of people. As a result, on the first day alone, the exhibition attracted more than 230,000 visitors, a record number showing the strong attraction of VEC as well as the special interest of the public in the event.

Ms. Pham Thai Ha, Executive Director of Vietnam Exhibition Center. (Photo: PV/Vietnam+)

To achieve this success, Ms. Pham Thai Ha emphasized four resonant factors: Strong support from the Government, companionship from the business community, cooperation with international consulting partners and trust from consumers.

Sharing international experience, Ms. Ramona Fischer, representative of GL Events (an international group in the event industry) said that event organization is the 13th largest economic sector in the world today, with an impact value of up to about 2.5 trillion USD.

Ramona said that although the investment in infrastructure is large, it is definitely worth it, because visitors spend more than regular tourists, thereby bringing strong impacts to the economy: jobs, income, taxes, supply chains and other spillover effects.

Furthermore, the value of the industry goes beyond economic aspects, contributing to building destination reputation, enhancing global influence, promoting knowledge exchange, social progress, high-value tourism and creating more jobs.

Ms. Ramona believes that Vietnam can absolutely rise to the world's top 10 in terms of exhibition infrastructure. To achieve success, there needs to be a close connection between the national vision and the event industry, between the Government-tourism industry-enterprises-service providers. What is important is not only the infrastructure, but also the entire synchronized experience for international visitors: from visas, transportation, accommodation, logistics, support services, to solemn welcoming activities.

Ms. Ramona Fischer, representative of GL Events. (Photo: PV/Vietnam+)

"Vietnam is already an attractive destination, but we need to continue to strengthen the trust of international partners, ensure investment value for exhibitors and memorable experiences for attendees. With the spirit of long-term, strategic and sustainable cooperation, I believe that Vietnam will rise to become a leading international event center in the region and the world," said Ms. Ramona.

Decoding the success of the Exhibition industry, Deputy Minister Ho An Phong said that the "key" not only comes from the efforts of the Government, but also depends greatly on the support of the business community, associations, and especially professional event organizers, strategic partners, and potential customers of the Vietnam Exhibition Center.

“I believe that with the determination of the Government, the dynamism of the private sector, and the cooperation of international partners, Vietnam can absolutely become a leading exhibition destination in Asia in the near future,” Deputy Minister Ho An Phong expressed./.