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

At the Ho Chi Minh City International Tourism Fair (ITE HCMC) 2025, Malaysia attracted attention by investing in a booth spanning 250m², the largest at the event. According to the booth representative, this decision reflects an effort to promote Visit Malaysia 2026 and affirm Vietnam as one of the key markets for Malaysia's tourism industry.

Determined to attract 43 million international tourists, prioritizing Vietnam.

ITE HCMC 2025 took place from September 4th to 6th at the SECC Center (Tan My Ward, Ho Chi Minh City), bringing together hundreds of booths from countries, territories, and businesses in the industry. Malaysia made a strong impression with its 250m² exhibition space, featuring an open design and rich experiential elements.

This is not just a "debut" but also a strategic activity leading up to Visit Malaysia 2026 - a national campaign aimed at attracting 43 million international visitors and generating over RM283.8 billion in tourism revenue.

Vì sao Malaysia — Our booth, spanning 250m², is the largest at this year's exhibition, featuring an open design and a variety of experiences.

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

According to statistics, in the first six months of 2025, Malaysia welcomed nearly 170,000 Vietnamese tourists, while more than 266,000 Malaysian tourists visited Vietnam. This represents one of the most vibrant tourist exchanges within ASEAN, contributing to placing Vietnam among Malaysia's target markets.

In particular, the air network between the two countries currently has up to 164 direct flights per week, connecting major cities, facilitating both leisure tourism and MICE (meetings, conferences, incentives, exhibitions) tourism.

"Geographical proximity, extensive air connections, and the growing interest of Vietnamese tourists in high-end travel products have made Vietnam an indispensable market in Malaysia's expansion strategy," said Amirah.

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

Malaysia's 250m² booth at ITE HCMC 2025 not only showcases tourism information but also recreates 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 showcased outstanding products such as the Malaysia My Second Home (MM2H) program for families, international education services with globally recognized qualifications and reasonable costs, as well as a range of attractive MICE packages for groups of 50-499 people.

With the largest booth area at the fair, Malaysia aims to affirm its position as a diverse, safe, and friendly destination, while also showcasing its hospitality. The Visit Malaysia 2026 campaign is expected to strengthen cooperation with Vietnamese airlines, travel companies, KOLs, and bloggers, as well as organize roadshows and fam trips for extensive promotion.

The booths of the Thai and Cambodian tourism companies were smaller but charming, rich in cultural identity, and just as bustling with visitors.

PHOTO: LE NAM

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

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